MKX2300 - Professional services marketing

Leader: Dr Mike Reid

Offered

Clayton Second semester 2007 (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 learning objectives of this unit are to:

• examine the role and influences of marketing in the professional service firm and context;
• explain the key concepts upon which the practice of professional service marketing is based;
• apply key concepts in analysing a range of professional services marketing problems and issues.

Assessment

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

Prerequisites

Must have passed a minimum of 24 credit points