Advertising the professional practice; packaging of professional services; measuring and improving client satisfaction; the professional-client relationship; adding value to professional services; building reputation and image; fee setting; ethical issues.
This paper is specifically designed to meet the needs of students studying towards
non-Commerce qualifications, especially the BDentTech degree. It provides an introduction
to Marketing, by way of lectures, and then applies what is taught in the lectures
through a series of tutorials tailored to meet the needs of professional practitioners
in general and, specifically, the needs of people in the Dental Profession.
This paper provides an introduction to the marketing environment; customer types; buyer behaviour; market segmentation; and product, pricing, distribution and promotion issues in the context of domestic and international product and service markets. Taking a firm centric perspective, it considers how marketing management creates value for an organisation through the integration of market and customer information.
|Paper title||Marketing the Professional Practice|
|Points||18 points 18 points|
|Teaching period(s)||Second Semester, Summer School|
|Domestic Tuition Fees (NZD)||$829.65|
|International Tuition Fees (NZD)||$3,993.30|
- 108 points
- MART 112, MARX 205, FOSC 112
- Schedule C
- More information link
- View more information on the Department of Marketing's website
- Teaching staff
- Dr David Bishop
- Teaching Arrangements
- Every week students must attend two 50-minute lectures and participate in seven tutorials (50 minutes) when scheduled.
- Text books not required for this paper.
- Course outline
- View the course outline for MART 205
- Graduate Attributes Emphasised
- Global perspective, Interdisciplinary perspective, Lifelong learning, Communication,
Critical thinking, Cultural understanding, Ethics, Environmental literacy, Information
literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
- Learning Outcomes
- Upon successful completion of this paper, students should be able to appreciate the need to 'market' themselves and their practice and have acquired sufficient understanding of the key issues in marketing that will allow them to better attract and retain clients.