Marketing in the Construction Industry


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.

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


9.00 Registration and Coffee
9.30 Overview of the Construction Industry

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

10.00 Customer Channels

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

10.45 Coffee
11.00 Marketing Communications

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

12.45 Lunch
13.30 Products

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

14.30 Market Research

  • Sources of Industry Information
  • Customer Satisfaction

15.00 Coffee
15.15 Pricing

  • Industry Practices
  • Price list structure

15.45 Marketing Metrics
16.00 Close

Cost: £247 + VAT until Monday 2 April.

£295 + VAT thereafter. Lunch and refreshments included

Time 9.00 – 4.30pm

6 CPD Hours

Please note that we are unable to issue refunds on cancellations made later than two weeks prior to the course date.