Courses & Units

Professional Services Marketing BMA606

Hobart

Note:

It is strongly recommended that you complete BMA506 Foundations of Marketing and BMA604 Consumer Decision Making before undertaking this unit to ensure you have the necessary level of knowledge to successfully complete assessments.

Introduction

The professional service sector is growing rapidly and professional service firms (PSFs) contribute significantly to economic growth in most economies. 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 customised services across a range of sectors such as consultancy, health, engineering, and IT services. These characteristics justify consideration of whether conventional 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.

The focus of this unit is on synthesising students' understanding of the specific characteristics of PSFs and how to manage and market their services in business to business (B2B) markets. This unit will help students to learn how to create and develop relationships with business customers, organise to provide high quality customised service solutions to business customers, and plan to recruit and retain highly qualified professionals. Other topics covered in this unit include knowledge management, relationship marketing, and PSF branding. This unit will integrate the necessary knowledge and skills to market professional service firms.

Summary

Unit name Professional Services Marketing
Unit code BMA606
Credit points 12.5
Faculty/School Tasmanian School of Business & Economics (TSBE)
TSBE
Discipline Marketing
Coordinator

Dr Gauri Laud

Teaching staff

Dr Gauri Laud

Available as student elective? No
Breadth Unit? No

Availability

Location Study period Attendance options Available to
Hobart Semester 1 On-Campus Off-Campus International International Domestic Domestic

Key

On-campus
Off-Campus
International students
Domestic students
Note

Units are offered as On-campus where the majority of teaching will occur at the campus identified.  Units offered Off-campus generally have no requirement for attendance at a physical university campus unless the unit has practical or fieldwork components*:  the campus indicated for an Off-Campus unit is the one at which teaching is administered from.

*Please read the Unit Introduction in the Course and Unit Handbook for attendance requirements for units offered in Off-campus mode.

Key Dates

Study Period Start date Census date WW date End date
Semester 1 27/2/2017 23/3/2017 17/4/2017 2/6/2017

* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).

Unit census dates currently displaying for 2017 are indicative and subject to change. Finalised census dates for 2017 will be available from the 1st October 2016.

About Census Dates

Fees

Domestic

Band CSP Student Contribution Full Fee Paying (domestic) Field of Education
3 2017: $1,324.00 2017: $2,438.00 080505

Fees for next year will be published in October. The fees above only apply for the year shown.

Please note: international students should refer to this page to get an indicative course cost.

Requisites

Mutual Exclusions

You cannot enrol in this unit as well as the following:

BMA791

Teaching

Teaching Pattern

The total time commitment required for this unit is a minimum of 156 hours, comprising 3 hours of class contact per week, and an additional 9 hours in self-directed study.

Assessment

Please see the unit outline for details.

TimetableView the lecture timetable | View the full unit timetable

Textbooks

Required

Please see the unit outline for details

The University reserves the right to amend or remove courses and unit availabilities, as appropriate.