Course Syllabus

Course Information：

Year-Semester Course Number Course Name Phase Credits Hours Required/Elective Instructor Class Student NO. Withdraw Note

Spring Semester
Year 2026 354640 Service Management 1 3.0 3 ★ Tseng-Lung Huang 4BM3 18 0 申請PBL教室

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Spring Semester Year 2026	354640	Service Management	1	3.0	3	★	Tseng-Lung Huang	4BM3	18	0	申請PBL教室

Course Plan：

Instructor Tseng-Lung Huang　Office Hours

Email blessing@ntut.edu.tw

Last Updated 2025-12-11 11:03:09

Course Objective 本課程將導入解決企業實務問題為導向設計課程單元. 課程中將教授沈浸式互動體驗設計(MR)以及服務機器人學習的撰寫與技術. 並要求各小組利用這些技術為服務零售企業主規劃設計完善的服務與零售行銷流程, 以達到實際解決服務與零售企業的實務問題. 再者, 本課程也利用商業影音個案方式學習服務業管理與行銷的概念與實務, 因此本課程將會使用電腦影音設備以幫助同學更快速地融入行銷專業英文的學習情境. 同學每週將會觀看, 撰寫心得並研討一個服務業商業影音個案. 藉此強化同學學習效果. This course will introduce a curriculum focused on solving real-world business challenges. Students will learn immersive interactive experience design (MR) and programming techniques for service robotics. Each team will be tasked with applying these technologies to develop comprehensive service and retail marketing strategies for service-oriented retail businesses, addressing practical issues faced by these enterprises. The course is designed to: 1. To help students be familiar with knowledge of service management; 2. To revisit every theory and concept learned in service management through case studies; 3. Strengthen students' practical insight and make successful service management and marketing. This course will play business case videos for students' discussion and learning. Therefore, the course will require using the Internet and computers to search for information.

Course Schedule Week 1 (2/26) Course Introduction Student introduction Week 2 (3/05) Smart service experience (1): Augmented reality Week 3 (3/12) Smart service experience (2): Virtual reality Week 4 (3/19) Smart service experience (3): Metaverse Week 5 (3/26) Smart service experience (4): Virtual Influencer Week 6 (4/02) Immersive Technology Interactive Practice Week 7 (4/09) Retail service robots and marketing (1) & Practice Week 8 (4/16) Retail service robots and marketing (2) & Practice Week 9 (4/23) Service robots program results presentation Week 10 (4/30) The Midterm Review Week 11 (5/07) Sensory Marketing in a Servicescape Video case (Lexus), lecture, writing a report, and discussion Week 12 (5/14) Concrete Affect in a Servicescape Video case (Taco Bell), lecture, writing a report, and discussion Week 13 (5/21) Experiential Marketing in a Servicescape Video case (Sightseeing bus tour), lecture, writing a report, and discussion Week 14 (5/28) Service innovation in a Servicescape Video case (Diffusion of innovative services), lecture, writing a report, and discussion Week 15 (6/04) Enterprise Visiting Week 16 (6/11) Final Project Presentation Week 17 (6/18) Final Project Presentation Week 18 (6/25) Final Exam (peer review)

Evaluation and grading policy Basis for Assignment the Course Grades: 1. Each case/article reading reports 35% (individual work) 一頁word/單行間距/字數不限/英文撰寫/課堂時會邀請同學分享 One page of word/single line spacing/no limit on word count/written in English/students will be invited to share in class. 2. Final Project Presentation 40% (Group work)  每個小組需針對受邀參加本課程的企業主開展一個項目實務專題製作，並每週在課堂上進行討論。 Each group conducts a project targeted at the business owners invited for this course and discusses it in class every week.  期末針對此專案進行報告 Each group will report on the project plan at the end of the semester. 3. Final Exam (peer review) 25%

Materials All right reserved. Do not reproduce without permission.

Foreign-language textbooks:No
Teaching materials are taken from (Course handouts will be uploaded to Taipei Tech i-School Plus) 1. Harvard Business Review 2. Video case

The access to curricular consultation Office hours: Thursday 12:00 pm ~ 1:00 pm (reservations required)
Contact: Extension 3421
blessing@ntut.edu.tw

The course corresponds to the SDGs SDG3：良好健康和福祉（Good Health and Well-being）
SDG12：負責任的消費與生產（Responsible Consumption and Production）

Does the course incorporate AI ● 鼓勵學生使用生成式AI工具（Encourage students to use generative AI tools）

Note
According to school regulations

Instructor	Tseng-Lung Huang　Office Hours
Email	blessing@ntut.edu.tw
Last Updated	2025-12-11 11:03:09
Course Objective	本課程將導入解決企業實務問題為導向設計課程單元. 課程中將教授沈浸式互動體驗設計(MR)以及服務機器人學習的撰寫與技術. 並要求各小組利用這些技術為服務零售企業主規劃設計完善的服務與零售行銷流程, 以達到實際解決服務與零售企業的實務問題. 再者, 本課程也利用商業影音個案方式學習服務業管理與行銷的概念與實務, 因此本課程將會使用電腦影音設備以幫助同學更快速地融入行銷專業英文的學習情境. 同學每週將會觀看, 撰寫心得並研討一個服務業商業影音個案. 藉此強化同學學習效果. This course will introduce a curriculum focused on solving real-world business challenges. Students will learn immersive interactive experience design (MR) and programming techniques for service robotics. Each team will be tasked with applying these technologies to develop comprehensive service and retail marketing strategies for service-oriented retail businesses, addressing practical issues faced by these enterprises. The course is designed to: 1. To help students be familiar with knowledge of service management; 2. To revisit every theory and concept learned in service management through case studies; 3. Strengthen students' practical insight and make successful service management and marketing. This course will play business case videos for students' discussion and learning. Therefore, the course will require using the Internet and computers to search for information.
Course Schedule	Week 1 (2/26) Course Introduction Student introduction Week 2 (3/05) Smart service experience (1): Augmented reality Week 3 (3/12) Smart service experience (2): Virtual reality Week 4 (3/19) Smart service experience (3): Metaverse Week 5 (3/26) Smart service experience (4): Virtual Influencer Week 6 (4/02) Immersive Technology Interactive Practice Week 7 (4/09) Retail service robots and marketing (1) & Practice Week 8 (4/16) Retail service robots and marketing (2) & Practice Week 9 (4/23) Service robots program results presentation Week 10 (4/30) The Midterm Review Week 11 (5/07) Sensory Marketing in a Servicescape Video case (Lexus), lecture, writing a report, and discussion Week 12 (5/14) Concrete Affect in a Servicescape Video case (Taco Bell), lecture, writing a report, and discussion Week 13 (5/21) Experiential Marketing in a Servicescape Video case (Sightseeing bus tour), lecture, writing a report, and discussion Week 14 (5/28) Service innovation in a Servicescape Video case (Diffusion of innovative services), lecture, writing a report, and discussion Week 15 (6/04) Enterprise Visiting Week 16 (6/11) Final Project Presentation Week 17 (6/18) Final Project Presentation Week 18 (6/25) Final Exam (peer review)
Evaluation and grading policy	Basis for Assignment the Course Grades: 1. Each case/article reading reports 35% (individual work) 一頁word/單行間距/字數不限/英文撰寫/課堂時會邀請同學分享 One page of word/single line spacing/no limit on word count/written in English/students will be invited to share in class. 2. Final Project Presentation 40% (Group work)  每個小組需針對受邀參加本課程的企業主開展一個項目實務專題製作，並每週在課堂上進行討論。 Each group conducts a project targeted at the business owners invited for this course and discusses it in class every week.  期末針對此專案進行報告 Each group will report on the project plan at the end of the semester. 3. Final Exam (peer review) 25%
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:No Teaching materials are taken from (Course handouts will be uploaded to Taipei Tech i-School Plus) 1. Harvard Business Review 2. Video case
The access to curricular consultation	Office hours: Thursday 12:00 pm ~ 1:00 pm (reservations required) Contact: Extension 3421 blessing@ntut.edu.tw
The course corresponds to the SDGs	SDG3：良好健康和福祉（Good Health and Well-being） SDG12：負責任的消費與生產（Responsible Consumption and Production）
Does the course incorporate AI	● 鼓勵學生使用生成式AI工具（Encourage students to use generative AI tools）
Note	According to school regulations