MKB3802 - Professional services marketing - 2019

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%

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