MKB3802 - Professional services marketing - 2019

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing

Chief examiner(s)

Professor Tracey Danaher (Second semester)

Unit guides



  • Second semester 2019 (On-campus)


MKB3301, MKF3301, MKW3301.


The professional services industry continues to grow and evolve as the world shifts to a service-dominate economy.

Students taking this unit will be exposed to the important differences between product and services marketing. Students will develop professional services marketing strategies to improve service quality and customer satisfaction, generate customer loyalty, and to manage a healthy service experience. The ability to effectively manage and market professional services is highly sought after in industry.


The learning goals associated with this unit are to:

  1. identify the differences between product and services marketing
  2. apply marketing concepts to the professional services context
  3. develop marketing and service design strategies to address the unique challenges faced by the professional services industry
  4. evaluate the effectiveness of marketing and service design strategies in managing the service experience


Within semester assessment: 60% + Examination: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information