MARKENDIUM Labs & CPSM Study Discussions Session 1

June 21, 2018
11:30 AM to 1:30 PM
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Thornton Tomasetti
330 North Wabash #1500
Chicago, IL 60611

Session Schedule:

11:30 a.m. - 11:45 a.m. | Introductions
11:45 a.m. - 12:15 p.m. | Module 01
12:15 p.m. - 12:30 p.m. | Discussion
12:30 p.m. - 1:00 p.m. | Module 02
1:00 p.m. - 1:30 p.m. | Discussion

In order to offer this series at no cost to participants, lunch is not provided. Please bring a brown bag lunch or pick up food at a nearby restaurant. Registrants will receive recommendations for convenient take out options before the event. Check in at the desk in the lobby with an ID.

This is the first in a series of three sessions created for the A/E/C Marketing and Business Development Professional that is independently studying for the CPSM exam and would like to review the concepts as well as discuss in a group setting. Those simply interested in the content and discussion are welcome also!


Session 1

Module 01 | 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.

Module 02 | 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.

Session 2: 7/12/18 - GRAEF, Chicago

Module 03 | 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.

Module 04 | Proposals | 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.

Click here to register for Session 2.

Session 3: 7/19/18 - Larson Engineering, Naperville

Module 05 | 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.

Module 06 | 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.

Click here to register for Session 3.

Space is limited. Please contact us two days prior to event if you are unable to attend, as there may be a wait list.


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