MKC2300

Professional services marketing ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Dr Mike Reid

Offered:
Clayton Second semester 2005 (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.

Objectives: 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: Assignment(s): 50% + Examination (2 hours): 50%

Contact Hours: 3 Hours class contact or equivalent per week

Prohibitions: MKF3301 or MKW3301