MKB3802 · Professional services marketing

Overview

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. You 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.

Offerings

Assessment

The Handbook lists an examination for this unit.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

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

Workload

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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.