Course Syllabus

CON446/598	Marketing for Construction
Arizona State University | Del E. Webb School of Construction Course Syllabus

 

COURSE INFORMATION

Semester:               Fall 2021

Time/Location:  Tuesday, 4:30pm – 7:15pm | CAVC 451

Class #:  75343/75344

Website:                 Canvas (Through MyASU)

 

INSTRUCTOR INFORMATION

Instructor:             Danielle Feroleto

Office:                       CAVC 547              

Phone:                     602.903.3141

Email:                       danielle.feroleto@asu.edu

Office Hours:        Prior to class or email for appointment

 

TA:                             Angi Coleman

Email:                       Angi@smallgiantsonline.com

Text :                       480-559-1691

 

Danielle Feroleto is the founder of Small Giants LLC, a marketing, business development and strategic business services group. Established in 2006, Small Giants was created specifically to serve architects, engineers, general contractors, subcontractors, and related companies in achieving strong, strategic, business development goals. Services offered include business planning, training, seminars, marketing assessment and business development representation.

 

Prior to forming Small Giants, Danielle was the Director of Business Development for eight years with a Phoenix-based commercial general contractor. In that capacity, she led all marketing and business development efforts, including client attraction and retention activities. Previous experience includes serving as editor for Southwest Contractor magazine, a regional trade publication covering Arizona, Nevada and New Mexico. In addition, she wrote for ENR and Architectural Record. With more than 16 years of experience in the construction industry in Arizona, Danielle is highly involved in associations and organizations that are instrumental in shaping policy and practices in the real estate industry. She is a Certified Professional Services Marketer (CPSM) and holds bachelor’s and master’s degrees in mass communications and journalism from ASU. She also holds a non-degree Certificate of Construction Management from ASU.

 

OVERALL PROGRAM GOALS

Construction management professionals combine knowledge of innovative technologies, construction principles and business management to lead a wide variety of construction projects from residential and commercial buildings to infrastructure projects.  The DEWSC program goals are to teach students how to become responsible leaders in the construction industry through organization, leadership, and current/innovative management techniques. The American Council for Construction Education (ACCE) states that it is essential that every Constructor be capable of effectively managing personnel, materials, equipment, costs, and time.  The Constructor must be able to effectively communicate and understand their role as a member of a multi-disciplinary team, the assessment of project risk, and the alternate methods that can be used to structure the owner-designer-constructor team.

 

COURSE DESCRIPTION

Provides key marketing practices to include strategic planning, marketing collateral, networking, business development, and interview preparation for project pursuits. Covers all aspects of service-based marketing topics and practices.

 

Pre-Requisites: Upper Division Class

 

COURSE OBJECTIVES 

Students will:

1. Learn about the marketing and business development practices within the construction industry.
2. Acquire the knowledge of going through the RFP and interview process effectively and be a part of an interview team.
3. Learn how marketing is the responsibility of all members of a firm and how to implement those teachings effectively in their job post-graduation.

 

COURSE LEARNING OUTCOMES

1. Understand basic marketing principles and objectives, specific to a construction-related company’s business.
2. Investigate strategic marketing planning approaches and produce a plan.
3. Appraise the variety of steps and processes involved in the development of a marketing plan.
4. Identify and explain major factors that influence a client/potential client’s buying behavior in a service-oriented business.
5. Explain the roles of market segmentation and targeting and define target markets for a general contracting company.
6. Apply the process for lead generation and RFQ/RFP selection into a created proposal response.
7. Identify and describe the major steps involved in responding to an RFP/RFQ.
8. Identify and explain the major strategies for interviewing for public and private work.
9. Select the key roles of each team member during an interview and apply the approach into a formal interview.
10. Explain the roles and functions of marketing specific to various positions within a general contracting firm (i.e. superintendent, PM, PE, administrative, principal).
11. Implement the major factors involved market research and SWOT analysis.
12. Identify appropriate mediums to communicate to the media through visual, written and community exposure.
13. Appraise key marketing collateral used in Construction to best sell work and retain clients.
14. Develop a marketing budget.
15. Communicate effectively in verbal, written, and graphic forms to all participants in the built environment
16. Behave ethically, professionally, and sustainably in the construction industry and society.

 

ABET Applied and Natural Science Commission (EAC) Student Outcomes:

This course covers the following ABET ANSAC Student Outcomes:

(2) An ability to formulate or design a system, process, procedure or program to meet desired needs. (CLO 3)

(4) An ability to communicate effectively with a range of audiences. (CLO 12, 15, 16)

(6) An ability to function effectively on teams that establish goals, plan tasks, meet deadlines, and analyze risk and uncertainty. (CLO 9)

 

American Council for Construction Education (ACCE) Student Learning Outcomes:

This course covers the following ACCE SLO:

        (1) Create written communications appropriate to the construction discipline. (CLO 12, 15, 16)

(2) Create oral presentations appropriate to the construction discipline. (CLO 12, 15, 16)

 

TEXTBOOKS AND REFERENCE MATERIAL

The required text for this class are:

Title: Marketing Handbook for the Design & Construction Professional

Author: Mahoney

Publisher: BNI Building News 2009, 3^rd edition

ISBN-13: 978-1557016584 

 

Title: Selling the Invisible, A Field Guide to Marketing

Author: Beckwith

Publisher: 1997

ISBN-10: 0446672319

ISBN-13: 978-0446672313

 

Title: The Truth Helps – A Guide to Interviewing Success

Author: Feroleto

Publisher: 2011

                  *Available for purchase in class or on Amazon.

 

GRADING POLICY

The following criteria, weights, and grading scale will be used to calculate the Final Grade:

 

Undergraduate Students:

Assignment	Weight	Points
Scheduled Exams (2)	20%	200
Research Paper: RFQ/RFP	20%	200
Homework (5 at 40pts each)	20%	200
Book Quiz/Other	5%	50
Final Presentation	25%	250
Participation	10%	200
Total	100%	1100

 

Graduate Students:

Assignment	Weight	Points
Scheduled Exams (2)	20%	200
Research Paper: RFQ/RFP	20%	200
Homework (5 at 40pts each)	20%	200
Book Quiz/Other	5%	50
Final Presentation	25%	250
Participation	5%	100
Graduate Project	5%	100
Total	100%	1100

 

Grading Scale:

 

A+	100 – 97
A	96.9 – 94
A-	93.9 – 90
B+	89.9 – 87
B	86.9 – 84
B-	83.9 – 80
C+	79.9 – 77
C	76.9 – 74
C-	73.9 – 70
D+	69.9 – 67
D	66.9 – 64
D-	63.9 – 60
F	Below 60

 

COURSE POLICIES, PROCEDURES, AND REQUIREMENTS

Classroom Procedures – Please only use cell phones and laptops during class to access educational resources pertaining to this course. There may be a class where technology doesn’t work as we wish. At that time, cell phone and laptop use are permitted to assist with your instruction as directed by Professor Feroleto. If you are found texting, typing, or using technology for uses that do not pertain to this course, you may be asked to leave, and your departure will count as an unexcused absence.

 

General Responsibilities – The responsibility for learning rests with each student.  The professor or lecturer will assist by making the classroom environment one conducive to learning, but your preparation is essential. The student is responsible for completing all reading assignments and assigned homework problems, and seeking assistance if needed. Students are expected to bring relevant texts, readings, required notes and handouts, appropriate writing materials, and a willingness to engage to every class.

 

Attendance and Participation – If you anticipate not being able to attend any face to face courses due to travel restrictions or personal health concerns, you are expected to contact your professor at the beginning of the semester or as soon as your situation changes to notify them of this fact.  Attending lectures in-person, turning in homework, and completing online assignments is expected behavior and will be part of the participation points for the course.

Attendance and participation in class activities is an essential part of the learning process, and students are expected to attend class regularly. Some absences are, however, unavoidable. Excused absences for classes will be given without penalty to the grade in the case of (1) a university-sanctioned event [ACD 304-02]; (2) religious holidays [ACD 304-04; a list can be found here https://eoss.asu.edu/cora/holidays ]; (3) work performed in the line-of-duty according [SSM 201-18]; and (4) illness, quarantine or self-isolation related to illness as documented by a health professional.

Anticipated absences for university-sanctioned events, religious holidays, or line-of-duty activity should be communicated to the instructor by email at least 3 days before the expected absence.

Absences for illness, quarantine or self-isolation related to illness should be documented by a health professional and communicated to the instructor as soon as possible by email. In case you cannot attend class in person as a result of illness or possible exposure to infectious disease, you may request from the instructor a digital recording of the class sessions you are unable to attend. To request recordings, please email the TA at angi@smallgiantsonline.com

Excused absences do not relieve students from responsibility for any part of the course work required during the period of absence. Faculty will provide accommodations that may include participation in classes remotely, access to recordings of class activities, and make-up work.

 

Make-Up Policy – Prior notice, when possible, will be given to the instructor when a class will be missed. When a class is missed, it is the student's responsibility to obtain notes and assignments from fellow classmates, and direct further questions to the professor.

 

Faculty recording of class sessions -Faculty may record class meetings to make an archived recording available to enrolled students, instructors, or support personnel. Creation of recordings for groups beyond these requires consent from students who are recorded.

 

Assignments – Assignments are due at the time posted on canvas (typically the beginning of class). Late submissions will not be graded and will receive a score of zero. All writing requirements must be completed using a word processor, spell and grammar checked and well written with a logical flow.

 

Grade Contestation Window – For 24 hours from the time at which a grade is posted to canvas, students may not see the instructor regarding the specific grading of the assignment.  Students will have one week starting after the 24 hours is over to question the grade that was given.  Once this week has past, the grade is considered final. 

 

Professional Work – To receive credit for your work, it is imperative the work be organized, readable, and professional (part of your grade will be based on presentation of your work). Plagiarism of any type will not be tolerated. At the first occurrence, your work will be returned to you to re-do. Following occurrences will result in the instructor reporting this lack of academic integrity to university administrators. If you are unclear about how to cite the work of others, please ask!

 

Course Requirements – When assigned a reading, please complete it before the lecture so that the class discussion will be more meaningful. The importance of keeping current in reading assignments cannot be overemphasized. You are responsible for all assigned reading materials, whether or not the exact topics are discussed directly in the lecture. A course of this nature depends highly upon faculty - student discussion and student participation. Open discussion is authorized and encouraged on all graded work, but each student must formulate his or her own answers because grades are based on the original work of each student.  Use of published references is authorized but must be properly cited.

 

Official E-mail – An official ASU e-mail is established for each student, faculty member, and staff member.  All university communications sent via e-mail will be sent to this ASU e-mail address.  You are required to check your e-mail daily.

 

Laptops and Tablets – If you will be using a laptop or tablet, please confirm that you are using it for educational purposes that pertain only to this course. Laptops should not be a distraction for other students or yourself. If you are found using a laptop inappropriately for this course, you may be marked absent for the course that day.

 

Extra Credit -- There are several opportunities to earn up to 60 additional points (maximum 6% of overall grade).   These opportunities include up to one of each of the following:

• Attend an industry association meeting
• Attend an interview
• Additional paper (prior approval of the subject is required).

 

Graduate Student Project—Graduate students are expected to complete an additional project, consisting of conducting additional research, constructing or assembling new or additional work to benefit the Marketing for Construction thought leadership. This project is an additional 100 points in addition to the outlined point allocation required of the undergraduate students.

 

UNIVERSITY POLICIES

 

Academic Integrity - Students in this class must adhere to ASU’s academic integrity policy, which can be found at https://provost.asu.edu/academic-integrity/policy). Students are responsible for reviewing this policy and understanding each of the areas in which academic dishonesty can occur. In addition, all engineering students are expected to adhere to both the ASU Academic Integrity Honor Code (https://provost.asu.edu/academic-integrity/honor-code) and the Fulton Schools of Engineering Honor Code (https://engineering.asu.edu/ira-a-fulton-schools-of-engineering-honor-code/). All academic integrity violations will be reported to the Fulton Schools of Engineering Academic Integrity Office (AIO).  The AIO maintains record of all violations and has access to academic integrity violations committed in all other ASU college/schools.

 

You must refrain from uploading to any course shell, discussion board, or website used by the course instructor or other course forum, material that is not the student's original work, unless the student first complies with all applicable copyright laws; faculty members reserve the right to delete materials on the grounds of suspected copyright infringement.

 

The contents of this course, including lectures and other instructional materials, are copyrighted materials.  Students may not share outside the class, including uploading, selling or distributing course content or notes taken during the conduct of the course.  Any recording of class sessions is authorized only for the use of students enrolled in this course during their enrollment in this course.  Recordings and excerpts of recordings may not be distributed to others. (see ACD 304–06, “Commercial Note Taking Services” and ABOR Policy 5-308 F.14 for more information).

 

Student Code of Conduct - The Student Code of Conduct sets forth the standards of conduct expected of students who choose to join the university community. Students who violate these standards will be subject to disciplinary sanctions (http://students.asu.edu/srr/code).

 

Classroom Behavior – Until further notified, per ASU policy, faculty, staff, students and visitors, are required to wear face coverings in classrooms, labs, offices and community spaces.

 

Absence & Make-Up - Accommodations will be made for religious observances provided that students notify the instructor at the beginning of the semester concerning those dates.  Students who expect to miss class due to officially university-sanctioned activities should inform the instructor early in the semester.  Alternative arrangements will generally be made for any examinations and other graded in-class work affected by such absences. The preceding policies are based on ACD 304–04, “Accommodation for Religious Practices” and ACD 304–02, “Missed Classes Due to University-Sanctioned Activities.”

 

Disability Accommodations - Suitable accommodations will be made for students having disabilities. Students needing accommodations must register with the ASU disabilities resource Center and provide documentation of that registration to the instructor. Students should communicate the need for an accommodation in sufficient time for it to be properly arranged.

 

Harassment and Sexual Discrimination - Title IX is a federal law that provides that no person be excluded on the basis of sex from participation in, be denied benefits of, or be subjected to discrimination under any education program or activity.  Both Title IX and university policy make clear that sexual violence and harassment based on sex is prohibited.  An individual who believes they have been subjected to sexual violence or harassed on the basis of sex can seek support, including counseling and academic support, from the university.  If you or someone you know has been harassed on the basis of sex or sexually assaulted, you can find information and resources at https://sexualviolenceprevention.asu.edu/faqs.  

 

As a mandated reporter, I am obligated to report any information I become aware of regarding alleged acts of sexual discrimination, including sexual violence and dating violence.  ASU Counseling Services, https://eoss.asu.edu/counseling is available if you wish to discuss any concerns confidentially and privately. ASU online students may access 360 Life Services, https://goto.asuonline.asu.edu/success/online-resources.html. 

 

Academic Calendar - The academic calendar (https://students.asu.edu/academic-calendar) contains important dates that students should be aware of, including: the first and last day of class, drop/add deadlines, withdrawal deadlines, and observed holidays. 

 

Copyright Protection - All course content and materials, including lectures (Zoom recorded lectures included), are copyrighted materials and students may not share outside the class, upload to online websites not approved by the instructor, sell, or distribute course content or notes taken during the conduct of the course (see ACD 304–06, “Commercial Note Taking Services” and ABOR Policy 5-308 F.14 for more information).  You must refrain from uploading to any course shell, discussion board, or website used by the course instructor or other course forum, material that is not the student's original work, unless the students first comply with all applicable copyright laws; faculty members reserve the right to delete materials on the grounds of suspected copyright infringement.

 

Threatening Behavior - Students, faculty, staff, and other individuals do not have an unqualified right of access to university grounds, property, or services. Interfering with the peaceful conduct of university-related business or activities or remaining on campus grounds after a request to leave may be considered a crime. All incidents and allegations of violent or threatening conduct by an ASU student (whether on- or off-campus) must be reported to the ASU Police Department (ASU PD) and the Office of the Dean of Students.

 

Photographic Identification

According to ASU policy PUR 224, all online students are required to have an official photo on file with the university. If you do not have an official photo on file, please click on this link to upload one:  https://webapp4.asu.edu/cardservices/. There is no charge for uploading the picture. Test grades will be withheld for any student that does not have an official photo on file. 

 

Syllabus Changes - Any information in this syllabus may be subject to change with reasonable advance notice.

 

DETAILED CLASS SCHEDULE

Class sessions will be in accordance with the schedule posted on canvas that we develop as a class.  The instructor reserves the right to modify and/or adjust the schedule.

Date	Topic	Reading	Assignment
8/24	Week 1 ·     Intro to Marketing for Construction ·     Overview of marketing and business development ·     Market-driven/client driven approaches	MH 1.2, 1.3, 3.1, 3.8, 6.6	Gather Construction Marketing Collateral* (ACCE 5.61) Have ready for class 8/31.
8/31	Week 2 ·     Brand story –Speaker TBD	MH 2.1, 2.3, 2.8, 5.1
9/7	Week 3 ·       Marketing plan ·       Marketing budget	MH 2.2-2.4, 5.2, 2.7, 2.16, 3.7 5.3-5.11, pg. 388	Develop a Marketing Plan* (ACCE 5.36) Due 9/14
9/14	Week 4 ·       Digital marketing (advertising, social media, websites, SEO) ·       Traditional marketing (advertising, PR – Speaker TBD, Phoenix Business Journal)	MH 1.4, 2.12, 3.2, 3.4-3.9, 6.2, 6.6, 6.12	Create a Press Release* (ACCE 4.45, 5.61) Due 9/21   Study for Exam #1 on 9/21
9/21	Week 5 ·       Differentiation/positioning ·       Subcontractor marketing site tour + presentation (Location TBD) (Speaker TBD) ·       EXAM #1		1 pg. paper on Differentiation of a Chosen Construction Company Due 9/28
9/28	Week 6 ·      Sales/business development (Ashley Hoffman, Layton Construction) ·      Lead development & networking associations	MH 3.1, 3.3
10/5	Week 7 ·      Custom home marketing (Speaker TBD)  ·      Production home marketing (Speaker TBD)
10/12	Week 8 ·      Fall Break-No classes
10/19	Week 9 ·      Marketing department tours (DPR & Okland) ·      DPR: ·      Okland:		3 pg. paper on the tours due 10/26
10/26	Week 10 ·      Selling public vs. private work & alternate delivery ·      RFPs/RFQs/LOIs ·      Present RFQ (research paper) project to class	MH 2.9, 3.10, 4.2, 4.4, 4.6-4.7
11/2	Week 11 ·      Presubmittal meeting for RFQ response ·      EXAM #2 (Taken on your laptop) ·      Client retention/client surveys		Research Paper (SOQ) due 11/9 Study for Selling the Invisible & The Truth Helps Quiz on 11/9
11/9	Week 12 SOQs due at 4:30 p.m. - NO EXCEPTIONS ·     Short list letter released ·     Quiz—Selling the Invisible & The Truth Helps (Taken on your laptop)		Study for Exam #2 on 11/16
11/16	Week 13 ·       Interviewing (Speaker TBD) ·       Presentation skills, visual aids, Q&A ·       EXAM #2 (Taken on your laptop)
11/23	Week 14 ·      Interview prep questions and strategy ·      Preparation and practice for the final Interview ·      Required abbreviated run-throughs	MH 4.1, 4.3
11/30	Week 15 ·      Required run-throughs
12/7	Week 16 Final: Presentations (Groups)

 

Graduate Project Schedule (Graduate Students Only)

See instructor for focused graduate research paper that will be due the same date as the final.