Training Course: Introduction to Construction Industry Marketing

Developed in response to a demand for marketing training, that is specific to the construction industry, this course is ideal for those who are moving into marketing from another role within the same organisation.  A role such as sales or administration and would provide a useful background for someone establishing a small marketing function.

Experienced marketing professionals have also found attending the course beneficial both as an activity check list and a source of new ideas.
 
Although designed as a stand alone course in provides a useful grounding before attending the more advance course Marketing in the Construction Industry.
 
Providing an introduction to the key marketing skills necessary to undertake a marketing role within the context of the construction industry, this course introduces the concept of marketing and then focuses on the marketing mix.
 
What is Marketing?
·    Evolving role of Marketing
·    The Marketing Mix
 
Products
·    Product Life Cycle
·    Product Differentiation
·    New Product Development
 
Brands
·    Brand Value and Identity
·    Developing the Brand
·    Brand Decline
 
Market Segmentation
·    Industry Practices
·    Price list structure
 
Customers
·    Channels and Influences
·    Customer Relationship Management
·    Key Account Management
 
Pricing
·    Value
·    Customer Benefits
·    Setting Prices
 
Marketing Communications
·    Advertising
·    Public Relations
·    Internet
·    Sales Promotion
·    Providing Technical Information
 
Market Research
·    Purpose of Research
·    Types of Research
·    Customer Satisfaction
·    Sources of Industry Information

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FOR MORE INFORMATION SEE:
Course Programme: Introduction to Construction Industry Marketing
Training for the Construction Industry
Building Products Marketing
Market Segmentation
Training Programme: Marketing in the Construction Industry
Article 9: Effective Marketing on a Small Budget