MARKENDIUM LABS Online Course

MARKENDIUM LABS

MARKENDIUM Labs deliver timely, reliable marketing and business development information through interactive, self- paced modules that include downloadable tools, knowledge checks and simulations. Each module is only 25 minutes long. These affordable courses augment SMPS's face- to face programs and conferences with on- demand availability.

Marketing Research - Domain 1

Marketing research is conducted to gather, record, and analyze data related to marketing a firm's services. Firms can use this data to identify and define marketing opportunities; generate, refine, and evaluate marketing actions; monitor marketing performance; and forecast trends.

KNOWLEDGE AREAS

Research Design
Data-Gathering Techniques
Data Analysis Techniques
Marketing Audit Components
Market Research Techniques
Federal, State, and Local Laws and Regulations
Federal, State, and Local Forms and Guidelines
Federal, State, and Local Business Classifications
Technical and Industry Terminology
Training Methods

SKILL SETS

Monitor social, demographic, cultural, and
economic trends
Monitor industry-related market information
Read publications relevant to a target market
Forecast trends
Set up methodologies for collecting and evaluating
information
Maintain a network of contacts to keep abreast of
relevant markets and trends
Design research studies
Evaluate research studies
Analyze research results
Document research results
Participate in market research activities
Monitor federal, state, and local regulatory matters
Read marketing reference materials
Gather data using interviews
Gather data using surveys
Gather data using focus groups

This 25- minute interactive module will focus on the elements of marketing research and is your 24/7 learning resource.

Marketing Planning – Domain 2

The marketing plan serves as a map to define a firm's market prospects and key market characteristics. The plan should include marketing goals and strategies to ensure successful direction to the team, as well as information on how marketing budgets and efforts should be spent.

KNOWLEDGE AREAS

Research Design
Data-Gathering Techniques
Data Analysis Techniques
Strategic Plan Components
Business Plan Components
Marketing Audit Components
Marketing Planning Techniques
Market Research Techniques
Basic Accounting Principles
Budgeting
Basic Management Principles
Written Communication
Verbal Communication
Contact Management Databases
Federal, State, and Local Laws and Regulations
Federal, State, and Local Forms and Guidelines
Technical and Industry Terminology
Graphic Design and Production
Copyright Laws
Contract Components
Negotiation Techniques
Personnel Management
Training Methods
Motivational Techniques
Group Dynamics
Team-Building Principles
Advertising Media
Business Etiquette and Protocol
Organizational Structure

SKILL SETS

Analyze data of relevant industries and competitors
Analyze relevant historical and contemporary data
Analyze market data
Interpret market research results
Conduct a SWOT analysis
Collect industry marketing cost data
Participate in strategic planning
Develop a vision statement
Develop goals and objectives
Facilitate the planning process
Select target markets
Create a marketing plan
Create a marketing budget
Set marketing goals
Manage implementation of a marketing plan
Manage the marketing budget
Estimate the impact of marketing on the bottom line
Estimate return on investment of the marketing plan
Conduct a cost/benefit analysis
Provide a progress report on the marketing plan
Revise the marketing plan

Client and Business Development - Domain 3

Client/business development consists of building new client and repeat-client business opportunities for your firm through various activities. These activities include maintaining and expanding existing client relationships, developing business relationships with new clients, and identifying projects through leads, networking, and building business relationships. Client/business development also consists of tracking project opportunities and/or clients and providing consistent follow-up and reporting. The process requires sound planning, client research, client and project qualification, business networking, cold calling, relationship building, and contact tracking and reporting. Mastering these activities takes time, persistence, and dedication to the process.

KNOWLEDGE AREAS

Research Design
Data-Gathering Techniques
Data Analysis Techniques
Business Plan Components
Market Research Techniques
Budgeting
Basic Management Principles
Written Communication
Verbal Communication
Contact Management Databases
Federal, State, and Local Laws and Regulations
Federal, State, and Local Forms and Guidelines
Federal, State, and Local Business
Classifications
Technical and Industry Terminology
Publishing Software
Presentation Software
Contract Components
Negotiation Techniques
Consultant Management
Personnel Management
Training Methods
Motivational Techniques
Group Dynamics
Team-Building Principles
Business Etiquette and Protocol
Organizational Structure

SKILL SETS

Create business development strategies
Research prospective client industries
Pre-qualify a client/project
Build a relationship with prospective clients
Maintain contact databases
Maintain a relationship with past clients
Measure client satisfaction
Address issues from a client satisfaction survey
Participate in client business development activities
Develop client-specific business development plans
Develop project-pursuit or capture plans
Conduct client perception studies

Proposal - Domain 4

Responding to requests for letters of interest, Statements of Qualifications (SOQs), and Requests for Proposals (RFPs) requires creativity, maintenance and use of databases, and ability to present your firm's attributes in the best light. The objective of a proposal is to convince the client that your firm is the best choice to meet their needs.

KNOWLEDGE AREAS

Research Design
Data-Gathering Techniques
Data Analysis Techniques
Market Research Techniques
Basic Accounting Principles
Budgeting
Basic Management Principles
Written Communication
Verbal Communication
Contact Management Databases
Federal, State, and Local Laws and Regulations
Federal, State, and Local Forms and Guidelines
Federal, State, and Local Business Classifications
Technical and Industry Terminology
Graphic Design and Production
Publishing Software
Presentation Software
Copyright Laws
Contract Components
Negotiation Techniques
Consultant Management
Personnel Management
Training Methods
Motivational Techniques
Group Dynamics
Team-Building Principles
Photography Techniques
Special Events Planning
Business Etiquette and Protocol
Organizational Structure

SKILL SET

Conduct an RFQ/RFP strategy session
Participate in an RFQ/RFP strategy session
Determine firm's capability to perform requested proj.
Make a go/no-go decision
Complete government forms
Identify firms for teaming/partnering
Determine the value of the project to the firm
Determine the fee structure
Determine the history and culture of the project/building site
Draft a proposal
Oversee production of a proposal
Draft a letter of intent
Develop a presentation of a proposal
Prepare proposal presentation materials
Identify presentation personnel
Identify presentation meeting space and equip. needs
Use desktop publishing software
Identify client hot buttons
Identify affirmative action and M/WBE opportunities
Arrange for audio/visual aids
Conduct a presentation rehearsal
Present a presentation
Perform contract negotiations
Draft a contract
Sign a contract
Develop a schedule for tracking proposal elements
Develop a system for tracking proposal elements
Conduct a post-award debriefing regardless of outcome
Develop a proposal QA/QC process
Develop a proposal close-out process

Promotional Activity - Domain 5

Promotional activity involves developing, implementing, and coordinating efforts to promote the firm through advertising, public relations activities, and media outreach. Advertising is a marketing tool that uses purchased space to deliver a message to a targeted audience. Professional service firms have been able to advertise legally only since 1978. A successful communications program, including publicity and public relations as part of the marketing plan, will reap many rewards both internally and externally. Publicity based on the same goals and objectives as the marketing plan will also enhance the firm's image.

KNOWLEDGE AREAS

Research Design
Data-Gathering Techniques
Data Analysis Techniques
Strategic Plan Components
Business Plan Components
Marketing Audit Components
Marketing Planning Techniques
Market Research Techniques
Basic Accounting Principles
Budgeting
Basic Management Principles
Written Communication
Verbal Communication Skills
Contact Management Databases
Federal, State, and Local Business Classifications
Technical and Industry Terminology
Graphic Design and Production
Publishing Software
Presentation Software
Copyright Laws
Contract Components
Negotiation Techniques
Consultant Management
Training Methods
Motivational Techniques
Group Dynamics
Photography Techniques
Special Events Planning
Trade Show Management
Advertising Media
Business Etiquette and Protocol

SKILL SET

Develop corporate identity
Develop a unique value proposition
Plan trade show activities
Maintain a press list
Develop a communications plan
Develop a social media plan
Maintain a web presence
Manage expenditures consistent with the budget
Develop an advertising plan
Place advertisements
Develop corporate entertainment strategies
Represent the firm at external events
Draft press releases
Draft newsletter or journal articles
Create electronic promotional materials
Create video promotional materials
Coordinate photography
Interview vendors and consultants
Select vendors and consultants
Manage and direct activities of consultants
Prepare award competition entries
Coordinate firm special events
Train staff to interact with media

Management - Domain 6

This domain focuses on the professional services marketer as one who inspires superior organizational performance through effective leadership in dealing with all members of the marketer's professional services firm. Filling this role effectively requires acquiring a keen insight into the personalities of the firm's staff and principals, and learning what it takes to bring about effective group dynamics leading to a shared commitment to excellent client-centered service.

KNOWLEDGE AREAS

Data-Gathering Techniques
Data Analysis Techniques
Marketing Audit Components
Basic Accounting Principles
Basic Management Principles
Written Communication
Verbal Communication
Contact Management Databases
Technical and Industry Terminology
Contract Components
Negotiation Techniques
Consultant Management
Personnel Management
Training Methods
Motivational Techniques
Group Dynamics
Team-Building Principles
Business Etiquette and Protocol
Organizational Structure

SKILL SET

Supervise marketing and support staff
Communicate across departments and/or branch offices
Develop information management systems
Develop an internal communications program
Conduct marketing training sessions
Conduct marketing and BD training for technical staff
Attend professional development activities
Develop marketing incentive systems
Recruit personnel
Evaluate the production process to improve efficiency
Comply with business and accounting principles
Select a customer relationship management (CRM) system
Maintain a customer relationship management CRM) system
Promote a firm wide business