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BUS 245 — Professional and Tech Services Marketing: How to Increase the Visibility of Your Business

Quarter: Fall
Day(s): Tuesdays
Course Format: On-campus
Duration: 8 weeks
Date(s): Sep 24—Nov 12
Time: 7:00—8:50 pm
Drop Deadline: Oct 7
Unit: 1
Tuition: $545
Instructor(s): Niland Mortimer
7:00—8:50 pm
Sep 24—Nov 12
8 weeks
Drop By
Oct 7
1 Unit
Niland Mortimer
Whether you are a seasoned or aspiring professional in technology, investment, healthcare, advertising, or consulting, this course is designed to frame and build your brand, business, and reputation. Strategies to raise visibility, target the right customers, generate leads, and create winning pitches to drive faster growth and higher profits will form the core of the course.

Professional-service practitioners aren’t selling a “product,” but rather a combination of personal relationships, reputation, expertise, and trust. Traditional marketing techniques such as advertising are insufficient, and often inappropriate, to deliver leads and reach new clients operating in a global digital environment saturated with social media and offering a broader range of service options than ever before. Students will learn how to promote their expertise, develop business pitch strategies, nurture and grow existing clients, and develop long-lasting, trust-based relationships. Marketing directors from prominent Bay Area service firms will share their marketing practices. Students will also have the opportunity to develop a new business pitch relevant to their current jobs or their career goals.

Niland Mortimer, Adjunct Professor, Hult International Business School; Marketing Consultant

Niland Mortimer has led global strategy and advertising for international brands including Danone, Neutrogena, Fujitsu, and Philips. He is a former president of Wunderman San Francisco and has managed global accounts in New York, Barcelona, Singapore, Melbourne, and Paris. Mortimer received an MBA in international marketing from the NYU Stern School of Business.

Textbooks for this course:

(Recommended) Schultz, Doerr, Frederiksen, Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success, 2nd Edition (ISBN 9781118604342)
(Recommended) Nassim Nicholas Talib, Skin in the Game: Hidden Asymmetries in Daily Life, 1st Edition (ISBN 042528462X)
(Recommended) Steve Zaffron, The Three Laws of Performance: Rewriting the Future of Your Organization and Your Life, 1st Edition (ISBN 111804312X)