MARKETING 101 for the A/E/C Industries

Have you ever heard a fellow professional or colleague say, "I wish I knew then what I know now"? Well here's your chance to gain some insight now. Join SMPS Fellow and Certified Professional Services Marketer Scott Butcher for an exploration of Marketing 101. He’ll provide insight into marketing and business developments professions for A/E/C and related industries and share the steps to creating a successful program for your firm.

This on-demand course is ideal for those newer to the A/E/C industries or someone wishing a refresher—whether you belong to a marketing or technically focused staff. The course is comprised of three 75-minute modules—viewing the modules in sequential order is recommended to enhance learning.

Module 1 | Building the Foundation for Success in Marketing

Did you know that construction and professional services are among the largest industries in the United States? In this module, we'll build the foundation for your marketing career and knowledge base. What do we really mean by "marketing"? And what roles and opportunities are available so that you can have a long, exciting career in the A/E/C industries? We'll discuss these as well as discover the most critical skills needed to succeed today—and tomorrow.

During this 75-minute module, participants will:

Learn definitions of marketing, the marketing umbrella, and marketing vs. business development
Understand the different positions and roles of a marketing team Explore the necessary personal and professional skills needed for marketers
Learn about existing learning resources for marketers

Module 2 | Creating Marketing Infrastructure

In the second module of Marketing 101, we'll discover the SMPS Domains of Practice and begin creating our framework for success. Market Research, Marketing Planning, and Client/Business Development will be our focus areas. These represent the framework and infrastructure of a winning sales and marketing program, allowing our firms to thrive.

During this 75-minute module, participants will:

Receive an introduction/review of the SMPS Domains of Practice
Learn the types of market research and importance of forecasting
Discover the strategies and tactics that contribute to successful market planning
Explore client and business development

Module 3 | Delivering the Marketing Project

This final module delves into the many deliverables of a marketing program from proposals and presentations to myriad promotional activities that help a firm succeed. This module will also address the management components of a marketing program, from managing staff and information systems to understanding the metrics used across the company (marketing, accounting, project management).

During this 75-minute module, participants will:

Learn proposal best practices, tools, and trends
Discover promotional activities that contribute to successful marketing
Learn about the information systems metrics essential to marketing management
Explore how to create a marketing-led firm

Scott Butcher, FSMPS, CPSM

Principal/Owner, aecumen LLC

Scott D. Butcher, FSMPS, CPSM, has more than 25 years of experience in the A/E/C industries. He is principal/owner of aecumen LLC, past director of SMPS HQ, and past-president of the SMPS Foundation. He has given more than 275 presentations to local, regional, and national events of SMPS, AIA, ACEC, SAME, PSMJ, Deltek, and others. A widely published author who has written 20 books, Scott also writes the Marketropolis blog on ENR.com and has written more than 200 articles and blogs for A/E/C media. He is a Certified Professional Services Marketer and an SMPS Fellow.

Each 75-minute webinar in this course is approved for 1 continuing education unit (CEU) for the Certified Professional Services Marketer program.