Professional Services Marketing
Curriculum guideline
Effective Date:
Course
Discontinued
No
Course code
MARK 4470
Descriptive
Professional Services Marketing
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start date
End term
201730
PLAR
Yes
Semester length
14 Weeks X 4 Hours per Week = 56 Hours
Max class size
35
Contact hours
Lecture: 2 Hours
Seminar: 2 Hours
Total: 4 Hours
Method(s) of instruction
Lecture
Seminar
Learning activities
The course will involve a blend of lectures, discussions, videos, cases, on-line activities, guest speakers and seminars. Presentations by students are an integral part of the course.
Course description
Marketing in the professional services sector has experienced significant growth and change in recent years. Historically professional services firms were limited in their marketing activities and often success was determined by personal relationships and industry contacts. There is now more latitude and urgency for marketing in this sector, and each firm is challenged to differentiate itself from its competitors. In some sectors there is seasonality which can have an impact on the price of services and the perceived value by the client. There is the constant threat of ‘commoditization’ which means that the marketing function has to be consistently working on articulating the value proposition of the firm. Relationship marketing, attracting and retaining clients, marketing tools and techniques as well as strategic planning are explored as key components of professional services marketing.
Course content
- The concept of services marketing as it applies to professional services firms
- Understanding and valuing the various sectors or ‘verticals’ that represent the customer base for professional services
- Designing marketing and sales programs tailored to the target customers in the various ‘verticals’
- Integrating advertising, sales promotions, public relations, direct marketing and personal selling for effective marketing of professional services
- Understanding regulations, ethics and social responsibilities of the professional services sector
- Managing, defining and measuring customer satisfaction
- Understanding the various tools and resources available to comprehend, evaluate, and manage customer relations
- The process of delivering professional services effectively and efficiently
- Managing the professional service firm’s physical presence and brand image
- The importance of an informative website
- People issues: managing the professional firms' marketing and sales staff, as well as the partnerships
- Service issues and remedial strategies
- Customer acquisition and retention strategies: exceeding customer expectations
- Professional services marketing planning: putting all of the elements together for seamless service
Learning outcomes
At the end of the course, the successful student should be able to:
- demonstrate an understanding of the key concepts and the nature of professional services marketing
- explain the importance and the challenges involved when marketing professional services
- demonstrate an understanding of the business environment of professional services firms
- design marketing research, customer analysis, loyalty, acquisition and retention, and promotion initiatives for the professional services sector
- develop strategies and tactics for effective marketing in the professional services industry
- create a set of relevant metrics for measuring the marketing progress and success in organizations
Means of assessment
| Group Project | 30% |
| Cases & presentations (2-4) | 20% |
| Final examination | 20% |
| Tests (2 x 10%) | 20% |
| Cours participation | 10% |
| Total | 100% |
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.
Textbook materials
Textbooks and Materials to be Purchased by Students
Maister, David H.; Managing the Professional Service Firm Latest Edition The Free Press (or equivalent materials)