Professional Practice Marketing The Marketing Association Of Australia And New Zealand

Hi my name is Bill and I found I had enough of the irregular time at uni and the administrative nonsense that seemed more important than helping me to learn. So I have been trying the MAANZ course.

Bill
Sydney

I would like to thank MAANZ for their outstanding learning resources. Your online courses have helped me refresh my skills, learn new skills and formalise skills that I have learnt "on the job". The MXpress courses provide people with an affordable and flexible means for pursuing further study. The course material is of an exceptional standard. I found it interesting to read, useful and relevant. I would also like to thank MAANZ for their support and exemplary customer service.

Darren Tollemache
Kingsford

Excellent and truly useful notes on marketing planning. Very good value!

Bianca Young
Perth

A Regional Association with a Global Perspective

» Education, Training and Development » Marketing Courses - MXpress » MXpress Courses by Subject » Professional Practice Marketing


Successful Marketing of a Professional Practice	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture notes plus 45 Pages of Reference Notes This is an excellent specialist short course about Services Marketing, particularly Marketing of a Professional Practice. There are almost 50 pages of notes supplemented with a PowerPoint presentation. The unit contains the following topics: what Does Professional Mean?; What Is A Professional Service?; Definition Of Services, Trends In Professional Service Marketing; The Special Nature Of The Product; The First Tentative Steps; Confusion Between Marketing And Selling; The Challenges Facing The Professional Marketer; 1. Ethical And Legal Constraints; 2. Specialisation; 3. Differentiation; 4. Buyer Uncertainty.; Bases For Competitive Strategies; Cost Leadership Strategy; Differentiation Strategy; Customer Service; Sustainability; Steps In Differentiation; Sustaining Differentiation; Downfalls In Differentiation; Market Focus; Segmentation And Targeting; Selecting Targets; Differentiation And Buyer Value; Buyer Perceptions Of Value; Positioning; A Position In The Mind Of The Consumer; Lost In The Middle; Managing Positioning Strategies; CBP’s And USP’s; Positioning: The Naming Game; Becoming Marketing Oriented; A Systematic Approach To Marketing Problems; Basic Marketing Considerations; Marketing Strategy Development; Marketing Strategy And Services; Client Status; Product.; The Product Life-Cycle; Problems With The Product Life-Cycle Concept; General Criticisms Of The Life-Cycle And Of Its Relevance To Services; New Service Products; New Service Product Development; The Service Concept; New Service Product Development Procedures; Idea Generation; New Service Product Features; Service Product Branding; Service Product Patents; Service Product Warranty; Service Product After-Sale Service; Service Product Elimination; Pricing; Distribution:; Methods Of Distributing Services; Direct Sale; Service Channel Development; Promotion;

Professional Practice Development - Devising a practice development strategy and plan	AUD $75.00 Member price AUD $67.50



Professional Practice Development - Guidelines for the choice of practice development methods	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 10 Pages of Reference Notes highlighting the following: Internal/external influencing factors; Practice development policy; Defining targets; Effective messages; Co-ordination; Feedback and benchmarks; Evaluating results; Budget setting; Guidelines for the use of personal contact techniques;

Professional Practice Development - How a Professional practice is selected	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 20 Pages of Reference Notes highlighting the following: Is a professional service needed?; Why is a service needed?; What professional service is needed?; Who needs the service?; What information does the prospective client need?; Client criteria; Identifying the individual practice; The importance of evidence; Human evidence; Environmental evidence; Collateral evidence; The independence factor; Other screening factors; Reason for seeking a service; Clients' information needs; Allocation of professional staff; The offer; Conditions of contract.; Rendering the service; Finding a fit; On–going contact;

Professional Practice - Business Development	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 54 Pages of Reference Notes highlighting the following- Why Practice Development? ;Motivation ;Practice Development - who benefits? ;Five Forces ;Survival ;Competition ;Inflation ;Technology ;Changing client attitudes ;Understanding Service Businesses ;Intangibility ;Molecular Modelling ;Peripheral evidence ;Durability ;Testability of services ;Production and consumption are simultaneous ;User involvement in production ;People and infrastructures ;Demand interactions ;Core and satellite services ;Service Quality ;Creating a Client-Centred Practice ;Conditioning factors ;Deciding the 'mission' or business of the practice ;Identifying suitable targets ;Client attitudes, behaviour and need analysis ;Differentiated advantages ;Differentiating the practice - development methods ;Selecting appropriate, permissible and acceptable methods for contacting clients ;Integrating the practice development activities ;Market and marketing audits ` ;Marketing Problems of Practice Development ;The Communication Process ;

Professional Practice Development - The Importance of Image and Perceptions	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 20 Pages of Reference Notes highlighting the following- The firm's public; Image reference of the profession; The multiple image concept; This leads to the fourth image:; Images and third parties; Images and the invisible part of the organisation; Make 'house calls'.; First impressions of the practice; First views are formed in five ways:; Published material; Inter-personal network; The telephone; Evaluation questions for telephone response quality; Correspondence; The premises; Atmospherics; Support personnel; Professional staff; Other image components; Last impressions; Optimum image described; Appendix A. Image profile factors ;

Professional Practice Development - The referral (recommendations) system	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 20 Pages of Reference Notes highlighting the following- Sources of information on professional services; Non-client referral sources; Inter-professional references; Encouraging referrals within the system; Using the referral system methodically; Recognising the referrer; Identifying the reason for referral; Methodology; Identify sources of referrals.; The use of personal contact; Advantages of personal contact; Techniques for the face-to-face meeting; Timing the use of personal contact techniques; Identification of opportunities; Group communications; Individual communications; Presentation of the service offer; Monitoring; Follow-through; Telephone contact;

Professional Practice Development - Non-Personal Methods of Professional Practice Development	AUD $50.00 Member price AUD $45.00

Professional Practice Development - Non-Personal Methods of Practice Development Full Power Point Lecture plus 18 Pages of Reference Notes highlighting the following- Non-Personal Methods of Practice Development; Communication methods for practice development; Cross-fertilisation; Media; Inter-relationships; Communication methods and the decision process; Public relations (PR); Direct mail; Market research; Is research needed?;

Professional Practice Development. - Professional services and the commercial client	AUD $50.00 Member price AUD $45.00

Professional Practice Development Professional services and the commercial client Full Power Point Lecture plus 18 Pages of Reference Notes highlighting the following- The decision-forming factors considered - objective and subjective.; The decision-making unit; The decision–making sequence; Decision-making classifications; Decision-forming factors; Consolidation;

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