MART 205 Marketing the Professional Practice
Department of Marketing
This paper caters for students planning to make a career in private professional practice as well as marketing students interested in services marketing. It deals with issues such as advertising the professional practice, the packaging of professional services, measuring and improving client satisfaction, the professional-client relationship, adding value to professional services, building reputation and image, and fee setting. The paper also examines ethical issues.
Students will be expected to acquire skills in: identifying client needs; designing "service" packages to meet client needs profitably; assessing market opportunities and influencing market demand for services; measuring client satisfaction; preparing plans; designing promotional material; and selling services.
Students will be expected to acquire an understanding of: the concept of marketing; the role of marketing in professional practice management; marketing and professional ethics; client needs and client satisfaction; reputation, image and positioning strategy; the professional-client relationship; practice branding; market segmentation and target marketing; researching the market; packaging the professional service; the market offering; service enhancement; fee setting; communicating with the market; planning promotion; client management; effective implementation of marketing programmes; and monitoring and controlling marketing.
Prerequisites
108 points
Restrictions
MARX 205
Time commitment
Lectures Wed: 0900-1050 and 1300-1450
The first lecture is on Wednesday, 6 January
Tutorials Thu: 0900-1050 or Fri: 0900-1050 or 1100-1250 or 1400-1550
Lecturer
Mr David Bishop (course coordinator)
Recommended textbooks
- Forsyth, P., Marketing and Selling Professional Services, Kogan Page, London, 2003.
- Kotler, P., Bloom, P.N. and Hayes, T.J., Marketing Professional Services, Prentice Hall, 2002.
Assessment
Assignment (2 × 20%) 40%
Final examination (3 hours, February 2010) 60%
Class limit
Minimum 20
