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BUS 245 — Professional Services Marketing: How to Stand Out in Knowledge-Based Businesses

Quarter: Winter
Day(s): Tuesdays
Course Format: On-campus
Duration: 8 weeks
Date(s): Jan 15—Mar 5
Time: 7:00—8:50 pm
Drop Deadline: Jan 28
Unit: 1
Tuition: $530
Instructor(s): Niland Mortimer
Status: Open
Winter
On-campus
Tuesdays
7:00—8:50 pm
Date(s)
Jan 15—Mar 5
8 weeks
Drop By
Jan 28
1 Unit
Fees
$530
Instructor(s):
Niland Mortimer
Open
Whether in the fields of law, investment, architecture, healthcare, accounting, advertising, or consulting, this course is designed to help professional services firms and practitioners target promising markets, effectively frame and build their brand and reputations, increase their visibility, and generate and nurture leads to drive faster growth and higher profits.

Professional service practitioners and firms aren’t selling a “product,” but rather an integrated set of personal relationships, reputation, and expertise that is defined as much by how the services are communicated and delivered as by what they are. In today’s global, digital, social media–saturated environment, traditional marketing techniques alone are insufficient to deliver leads and reach new clients who have a broader range of service options than ever before. We will analyze new practices in online and offline marketing across multiple knowledge-based service industries, combined with the latest advances in technology and applications favored by high-growth firms. Students will have the opportunity to develop or refine their own professional service marketing practices and business growth models.

Guest marketing director speakers from prominent Bay Area legal and landscape architecture firms will lead the class through their own experience of successful professional service marketing practices.

Niland Mortimer, Adjunct Professor and Marketing Consultant

Niland Mortimer is an international marketing consultant who has led global strategy and advertising for iconic brands and agencies, including Danone, Neutrogena, Fujitsu, and Philips. Previously, he was 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) MIke Schultz, John E. Doerr, and Lee W. Frederiksen, Professional Services Marketing, Second Edition (ISBN 978-1-118-60434-2)
(Recommended) Nassim Nicholas Taleb, Skin in the Game (ISBN 9780425284629)
DOWNLOAD THE PRELIMINARY SYLLABUS » (subject to change)