Teaching Graduate Accounting Students What They Need To Know About Marketing Their Profession

Abstract

This paper describes a graduate professional services marketing class which focuses on experiential learning in the context of the accounting profession. It incorporates traditional services marketing theory with development of critical marketing skills as identified by practicing professionals. Ten to fifteen years ago, professional services marketing courses emerged and several pedagogical papers were published (Blanchette, 1996; Gremler, Hoffman, Keaveney & Wright, 2000; McNeilly & Bar, 2001). However, compelling changes in professional practice and the economic climate have significantly impacted the accountant, resulting in the need to understand a new generation of marketing skills. Emphasis is placed on the role and importance of trust, interpersonal relationships, and understanding of the market and client. Students form “firms” that compete in a structured project where they research the potential client, write a formal response to a proposal, make presentations, and compete with each other for a new client engagement. Included are learning objectives (outcomes), detailed descriptions of instructional exercises, suggested readings and student assessment recommendations.