Undergraduate - UnitMKX2300 - Professional services marketing

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Offered	Clayton Second semester 2012 (Day)
Coordinator(s)	Mr David Toleman

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.

Outcomes

The learning goals associated with 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

Within semester assessment: 50%
Examination (2 hours): 50%

Chief examiner(s)

Dr Rowan Kennedy

Contact hours

3 hours class contact or equivalent per week