MKC2300

Professional services marketing (6 points)

(BUS)

Leader: Dr Mike Reid

Offered:
Clayton First semester 2003 (Day)
Clayton Second semester 2004 (Day)

Synopsis: The unit is designed to develop students understanding of the role of marketing in contemporary professional service organisations (including legal, medical and institutional services) and to introduce basic concepts in marketing management in these types of organisations. Students will be able to identify particular characteristics and skills relevant to marketing the professional services. Students will become aware of client studies and market research techniques currently in use within professional services environment. Case studies of successful marketing activities is critical, professional, and ethical debates, in relation to marketing professional services will be introduced.

Assessment: Group assignment: 20% Individual assignment: 20% Presentation: 10% Examination: 50%

Contact Hours: Two 1-hour lectures and one 1-hour tutorial each week

Prohibitions: MKF3301 or MKW3301