Professional and Business-to-Business Services Marketing - MKTG808
Professional service firms (PSFs) work in a very competitive and dynamic environment and face both increasing opportunities and challenges. PSFs have unique characteristics that set them apart from other service firms. PSFs are knowledge intensive service firms who deliver highly customized service across a range of sectors such as consultancy, engineering, and IT services. These characteristics justify consideration of whether traditional marketing management concepts and models need to be adapted to better account for service-dominant economies and for the successful marketing of business relationships in PSFs.
This unit will develop students’ knowledge of how to manage and market PSFs’ services. This unit will develop students’ knowledge and skills about how to create and develop relationships with business customers, provide high quality customized service solutions to business customers, and plan to recruit and retain highly qualified professionals.
| Credit Points: | 4 |
| When Offered: | TBD - Not offered in the current year; next offering is to be determined |
| Staff Contact(s): | Marketing staff |
| Prerequisites: |
MKTG696 or admission to MMktg
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| Corequisites: | |
| NCCW(s): | |
| Unit Designation(s): | |
| Assessed As: | Graded |
| Offered By: | Department of Marketing Faculty of Business and Economics |
Course structures, including unit offerings, are subject to change.
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