Fundamentals of Marketing Bundle | REGULAR

SKU: FA21LU234

This on-demand course begins with an introduction to marketing for the Architecture, Engineering and Construction (AEC) industry, and provides participants with the skills and tools necessary to create a marketing plan, deliver client-focused messaging, and build a pipeline of prospective clients.

Fundamentals of Marketing Bundle

...for Architects Series 

Topics: Marketing / Practice 

Length: 6 Hours | What's included: Videos, Readings, Course Workbook, Activities, Certificates of Completion

This course is available to stream! 

Participants MUST take Lesson Unit 1: Introduction to Marketing before this course.

In Marketing for Architects, you’ll learn the fundamentals of marketing, business development and networking, and how to apply them directly to your professional service firm. Learn how to create a marketing plan focused on your ideal client and designed to deliver on your business goals. Learn how to communicate your brand’s message and unique value to clients, referrers, and your team. This course presents architects and firm owners with the strategies to set business goals and be successful in their practice.  

This on-demand course begins with an introduction to marketing for the Architecture, Engineering and Construction (AEC) industry, and provides participants with the skills and tools necessary to create a marketing plan, deliver client-focused messaging, and build a pipeline of prospective clients. This course has been designed with industry-leading professionals in marketing and business development and is tailored for the AEC industry. 

 

Course Features: 

  • Tailored course workbook that participants can complete as they take the course
  • FREE* first lesson unit 
  • Flexible learning - take the lesson units at your own pace
  • Content is tailored to architects - find everything you need in one spot
  • Feel confident in your marekting plan and practice goals

*Free for RAIC Members

Lesson Units Included in the Fundamentals of Marketing Bundle

Lesson Unit 2: Develop a Marketing Plan that Generates the Clients you Want

Summary: In this lesson, you will learn to create a marketing plan focused on your ideal client. This includes an overview of the core components of a marketing plan, as well as Key Performance Indicators (KPIs) and the resulting action plan.

At the end of this Lesson Unit you will be able to:

  1. Identify practice development objectives, in order to focus marketing efforts on the firm’s goals,
  2. Identify and prioritize the firm’s ideal target audience, 
  3. Formulate marketing strategies to meet practice development objectives,
  4. Evaluate marketing options based on the firm’s situation,
  5. Build an action plan to guide the implementation of the marketing program,
  6. Define what Key Performance Indicators are and how to use them,
  7. Identify appropriate metrics to measure success.

Lesson Unit 3: Stand out with Value-Based Marketing

Deliver client-focused messaging on the firm website, on proposals, and across marketing collateral. The topics include points of difference, selling benefits vs services, and accessible language.

At the end of this lesson unit, you will be able to:

  1. Differentiate between client-focused and firm focused marketing 
  2. Differentiate between client-focused and firm focused language 
  3. Analyze the audience’s needs, motivations and sense of value
  4. Define a firm’s value based on the client’s terms 
  5. Evaluate the effectiveness of value-based marketing examples
  6. Identify opportunities to apply value-based marketing and accessible language

Lesson Unit 4: Build and Maintain a Pipeline of Suitable Prospective Clients 

From website to Search Engine Marketing to social media and newsletters, learn how to nurture leads with quality content and a lead management system.

At the end of this lesson unit, you should be able to:

  1. Identify the tools available to build a pipeline of prospective clients
  2. Assess what’s involved in building a business development system
  3. Select the most suitable business development tools 
  4. Oversee the development of a system to create and nurture leads 
  5. Predict how messaging should evolve in a turnkey lead generation system
     

Subject Matter Expert

 

Sandra Bekhor 
Practice Development Consultant 
M.B.A., B.Sc. Architecture 

 

Pricing: 

Member: $229.00 / Non-Member: $287

Intern Member: $149 / Intern Non-Member: $172

Student: $115 (must be an RAIC student associate member

 

Disclaimer

  1. Cancellation/Refund: Your access begins as soon as payment is processed. Please note, a refund is only available if you cancel within 5 business days of your initial order, and you have not accessed any content. An amount equal to *10% of the registration cost will be retained as an administration fee. Should you cancel after 5 business days, your payment is non-refundable. There are no exceptions to the cancellation/refund policy. Webinars and courses are not transferable.
  2. The RAIC reserves the right to cancel registrations for individuals who sign-up for the wrong category (member or non-member).Please select the correct membership category when registering to avoid interruption of service. Log into your member account to access member pricing. If you have any questions about which category to register for, please contact the RAIC education administrator at education@raic.org 

Instructions:  

Access RAIC webinars in 3 easy steps: 

  1. REGISTER online through the RAIC Store 

  1. LOG IN to the RAIC Learning Management System (LMS)

  1. ACCESS courses on your personal Education Dashboard 

 

For more information watch the RAIC Learning Management System video. If you need assistance, please contact the RAIC education administrator at education@raic.org

 

Lesson Unit 1 MUST be completed before starting any other Lesson Units in the Marketing for Architects Course. Lesson unit 1 is FREE for RAIC Members. See here for Lesson Unit 1.

 

 

$287.00
List price: $287.00
Member Price: 
$229.00