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    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.

    About this paper

    Paper title Marketing the Professional Practice
    Subject Marketing
    EFTS 0.15
    Points 18 points
    Teaching period Semester 2 (On campus)
    Domestic Tuition Fees ( NZD ) $912.00
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    108 points
    FOSC 112, MART 112, MARX 205
    Schedule C

    Teaching staff

    Masoud Karami

    Teaching Arrangements
    Every week students must attend two 50-minute lectures and participate in seven tutorials (50 minutes) when scheduled.

    The required text for this course is:
    Kerin, R.A., & Hartley, S.W. (2022). Marketing (15th or 16th Ed). McGraw-Hill Education, New York.

    The recommended text for this course is:
    Emerson, L. (Ed.). (2013). Writing guidelines for business students (5th ed.). South Melbourne, Australia: Cengage Learning.

    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

    Students who successfully complete this paper should:

    • Be able to appreciate the need to 'market' themselves and their practice
    • Have acquired sufficient understanding of the key issues in marketing that will allow them to better attract and retain clients


    Semester 2

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    L1 Tuesday 14:00-14:50 28-34, 36-41
    Wednesday 14:00-14:50 29-34, 36-41


    Stream Days Times Weeks
    T1 Wednesday 15:00-15:50 30-34, 38
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