Courses & Units

Professional Services Marketing BMA606



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.


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.


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

Dr Gauri Laud

Teaching staff

Dr Gauri Laud

Available as student elective? No
Breadth Unit? No


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


International students
Domestic students

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).

About Census Dates



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 before the end of the year. The fees above only apply for the year shown.

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


Mutual Exclusions

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



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.


Please see the unit outline for details.

TimetableView the lecture timetable | View the full unit timetable



Please see the unit outline for details

Booktopia textbook links

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