Marketing in the Construction Industry: 14/10/10

Learning Outcomes

• Understanding of construction industry drivers
• Apply an industry context to product management and development
• Know how pricing is implemented
• Learn how customer channels operate and the necessary sales processes
• Identify the principal communications channels and how they are used in the industry
• Learn of industry market research sources

Who should attend

Intended for the marketing professional working for Manufacturer or Supplier at any level in a marketing department. A basic knowledge of marketing would be beneficial.

To obtained a greater understanding of the construction industry prior to attending this course consider Construction Industry Overview. To learn more about the sales process consider Effective Specification Selling.

Course leader is Chris Ashworth

Course Content

Developed in response to a demand for marketing training that is specific to the construction industry, this course is ideal for those with a basic marketing understanding who are new to the construction industry. It puts marketing theory into context using industry examples. Details of industry specific communications channels and sources of information for market research are provided, saving time for the industry professional.

As well as helping the new entrant to the industry, the course will also provide a check list and source of new ideas for the more experienced marketing professional.

6 Hours CPD

Programme

Overview of the Construction Industry

• Market Structure
• Future Developments
• Types of Contract
• Changing Specifier Influences

Customer Channels

• Channels and Influences
• Direct and Indirect Customers
• Specification Selling
• Distributors
• Customer Relationships

Marketing Communications

• Journals
• Public Relations
• Internet Sites
• Product Directories
• Providing Technical Information

Products

• Brand
• Products and Services
• Life Cycle - Specification and Commodity
• Influences on Product Development
• Innovative Products

Pricing

• Industry Practices
• Price List structure

Market Research

• Sources of Industry Information
• Customer Satisfaction

Marketing Metrics

Learning Outcomes

• Understanding of construction industry drivers
• Apply an industry context to product management and development
• Know how pricing is implemented
• Learn how customer channels operate and the necessary sales processes
• Identify the principal communications channels and how they are used in the industry
• Learn of industry market research sources

Who should attend

Intended for the marketing professional working for Manufacturer or Supplier at any level in a marketing department. A basic knowledge of marketing would be beneficial.

To obtained a greater understanding of the construction industry prior to attending this course consider Construction Industry Overview. To learn more about the sales process consider Effective Specification Selling.

Course leader is Chris Ashworth

Course Content

Developed in response to a demand for marketing training that is specific to the construction industry, this course is ideal for those with a basic marketing understanding who are new to the construction industry. It puts marketing theory into context using industry examples. Details of industry specific communications channels and sources of information for market research are provided, saving time for the industry professional.

As well as helping the new entrant to the industry, the course will also provide a check list and source of new ideas for the more experienced marketing professional.

6 Hours CPD

Programme

Overview of the Construction Industry

• Market Structure
• Future Developments
• Types of Contract
• Changing Specifier Influences

Customer Channels

• Channels and Influences
• Direct and Indirect Customers
• Specification Selling
• Distributors
• Customer Relationships

Marketing Communications

• Journals
• Public Relations
• Internet Sites
• Product Directories
• Providing Technical Information

Products

• Brand
• Products and Services
• Life Cycle - Specification and Commodity
• Influences on Product Development
• Innovative Products

Pricing

• Industry Practices
• Price List structure

Market Research

• Sources of Industry Information
• Customer Satisfaction

Marketing Metrics