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| Marketing 101: Sleazy Activity or Mutually Beneficial Process? - CD Seminar |
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| Instructors |
| Dr. Stuart G. Walesh, P.E. provides management, engineering, education / training, and marketing services. He draws on more than 40 years of engineering, education, and management experience in the government and private sectors to help individuals and organizations engineer their futures. Walesh has functioned as a project manager, department head, discipline manager, marketer, professor and dean of an engineering college. Representative current clients include CDM, Clark Dietz, Earth Tech, Hinshaw & Culbertson, Patrick Engineering, and PBS&J. Walesh authored Urban Surface Water Management (Wiley, 1989), Engineering Your Future (ASCE, 2000), and Flying Solo: How to Start an Individual Practitioner Consulting Business (Hannah Publishing, HannahPublishing@aol.com, 2000). He is author or co-author of over 100 publications and presentations and has facilitated or presented over 120 workshops, seminars, and meetings throughout the U.S. Walesh is a member of ASCE's Task Committee on Academic Prerequisites for Professional Practice and was Special Issues Editor for ASCE's Committee on Publications. In 1995, he received the Public Service Award from the Consulting Engineers of Indiana and, in 1998, the Distinguished Service Citation from the College of Engineering at the University of Wisconsin. |
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| Course Description |
| The word "marketing" often engenders negative reactions or connotations. The project engineer or project manager sees images of brash, high-pressure car sales people. Engineers may be repulsed by the thought of "wasting" their professional education and experience doing "sales" work. Nevertheless, hopefully you will be at least receptive to the particular marketing model presented in this seminar. Marketing is a major expense for an A/E/C organization— it consumes valuable hours and dollars. Therefore, the marketing effort must be carefully planned and executed; disciplined management and enlightened leadership are required. Firms should undertake a continuous, proactive, positive marketing process; not a series of sporadic reactions "when they need work." As author Harry Beckwith noted, "Marketing is not a department, it is your business." The need for everyone to be helpful to the marketing effort is heightened during these difficult economic times. Presented in this one-hour seminar is a positive, proactive, win-win approach to marketing, a model that all personnel can apply with tangible results. Participants receive a handout summarizing the seminar and it also includes references to articles, books, e-newsletters, websites and other self-study materials. |
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| Webinar Benefits |
- Increase awareness of marketing responsibilities and opportunities
- Distinguish between marketing and selling
- Enhance marketing skill
- Build relationships instead of winning projects
- Increase marketing return on investment
- Earn one Professional Development Hour (PDH)
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| Intended Audience |
| This workshop is intended primarily for younger and middle level A/E/C personnel who may lack basic knowledge of marketing and/or may not be aware of marketing responsibilities and opportunities. Such personnel typically serve on project teams where they are in contact with clients and are in a position to frequently and positively participate in marketing. Given that all of us are involved in marketing, in a broader sense, government and academic personnel will find value in this seminar. |
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| Summary Outline |
- Your attitude toward marketing
- Financial necessity
- Catching and fishing, selling and marketing
- Three part marketing model
- Results of marketing studies
- What works and what doesn't
- Resources for additional study
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| Comments on Webinar |
"It is a great format. It allows many of us to gather in the conference room during lunch hour to attend the seminar in a very efficient and limited timeframe. The hour length is fantastic. It fits into our brown bag lunch seminar plan."
"In an environment where time management is so crucial, it is wonderful to be able to attend a meaningful seminar with such little ancillary time commitments such as travel and coordination. My compliments. ASCE has found the perfect seminar format for today's busy professional." |
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Instructors
Develop your technical and management skills and earn PDHs/CEUs. By participating in ASCE Continuing Education, you can rest assured that the goals and objectives of your organization and staff will be met.
