Marketing 101 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 Module 1, we’ll build the foundation for your marketing career and knowledge base. What do we really mean by "marketing"? What roles are there and what opportunities will you have for a long, exciting career in the A/E/C industries? We'll also discover the most critical skills to succeed today—and tomorrow. 

During this 90 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

Scott Butcher, FSMPS, CPSM

Vice President and Chief Marketing Officer, JDB Engineering

Scott Butcher is author or co-author of several A/E/C industry-related publications, including Sell. Do. Win Business. How A/E/C Firms are Using Staff to Win More Work, A/E/C Business Development – The Decade Ahead, Reputation Design-Build: Creating Winning Personal Brands for Engineers, Designers, and Construction Professionals, and Marketing in the Building Industry. Scott is constantly scanning the environment to identify trends that can greatly impact the A/E/C industries. He shares findings and recommendations on his popular Engineering News-Record blog, Marketropolis.

Each virtual workshop is approved for 4.5 continuing education units for the Certified Professional Services Marketer program and 4.5 learning units from the American Institute of Architects.


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Pre-Work - Module 1
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Homework - Module 1