Marketing Resource Center - Domains of Practice

Domain 1 - Marketing Research

Knowledge Areas

• data-gathering techniques
• sources of social, cultural, economic, federal, state, and local regulatory information
• newspapers, magazines, and other publications related to target markets
• research design
• techniques for qualitative and quantitative data analysis
• methods for forecasting trends

Skill Set

• establish methodologies for collecting and evaluating information, from within the firm and from external sources, on potential teaming and business opportunities
• monitor social, demographic, cultural, and economic trends for broad-based marketing and business implications
• monitor legislative and/or regulatory activities that could affect the need for services
• monitor sources of industry-related market information
• develop and maintain a network of corporate, industry, government, municipal, and community contacts to keep abreast of industry, client, and competitor activity
• design, implement, and/or evaluate research studies of markets, competitors, and/or client prospects

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Domain 2 - Marketing Plan

Knowledge Areas

• SWOT of firm and personnel
• elements of strategic plans, marketing plans, and business plans
• techniques for facilitating the planning process
• cost/benefits of various marketing techniques
• basic management principles
• elements of an internal marketing audit
• methodologies for budget development
• basic accounting principles
• cost tracking and control procedures

Skill Set

• analyze research data related to past, current, and prospective markets and relevant corporate experience
• participate in the firm’s strategic planning
• select target markets based on research results
• create a marketing plan, including specific goals, objectives, strategies, action plans, and schedules for each target market
• manage implementation of the firm’s marketing plan
• evaluate and report progress in implementing a marketing plan and revise goals, objectives, and priorities as appropriate
• create a marketing budget
• manage a marketing budget

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Domain  3 - Client and Business Development

Knowledge Areas

• strategic planning techniques
• interpreting and applying market research results to client and business development, prospect information sources
• techniques used to screen and classify prospects
• key elements of contact management programs and databases
• methods for initiating client research calls and maintaining contact
• fostering/building client relations
• effective frequency of client contact
• methods for conducting client perception studies

Skill Set

• create business development guidelines and strategies for pursuing clients or projects
• screen or pre-qualify client or project leads from market research, referrals, contacts, cold calls, and other sources to establish new client relationships and to ascertain project opportunities, interest/appropriateness, and requirements of follow-up calls
• develop, implement, and monitor contact management process
• initiate and maintain ongoing contact with prospective clients to build a professional relationship and project opportunities
• initiate, follow up, and maintain contact with current and past clients to track client satisfaction and initiate corrective action, if needed

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Domain 4 - SOQs / Proposals

Knowledge Areas

• RFQ/RFP criteria and decision/selection process
• fee pricing/budgeting
• federal, state, and local laws and regulations
• federal, state, and local forms and guidelines
• architectural and engineering terminology
• scheduling and tracking systems for individual proposal elements and status
  graphic design and production
• resources and products for SOQ/proposal production, including printing and binding
  desktop publishing software
• managing activities of specialized consultants
  presentation software
• visual aids for use in presentations
• procedures for a post-presentation or post-contract award debriefing

Skill Set

• conduct/participate in an RFQ/RFP review and/or strategy session to analyze a potential client in terms of target market, project size, probability of selection, and timing in order to recommend a go/no go decision
• develop strategies to produce SOQs/proposals
• manage the preparation and draft the content of proposals, SOQs, letters of interest, and responses to inquiries
• produce SOQs/proposals, including typing, editing, graphics, reproduction, binding, and mailing, to ensure that all RFQ/RFP criteria are met
• develop a presentation strategy, structure, and style and assist in selecting a presentation team
• prepare or assemble written and visual information for presentations
• coordinate/coach presentation rehearsals
• conduct a post-presentation follow-up internally and with the prospective client
• conduct post-award debriefings with prospects regardless of outcome and revise business development and SOQ/proposal strategies as appropriate
• perform contract negotiations, including preparation of draft, negotiations, and execution of contract

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Domain 5 - Promotional Activity

Knowledge Areas

• interpreting the results of client perception surveys and image studies
• communicating the firm’s image and objectives
• procedures to evaluate the effectiveness of promotional activity
• advertising media
• business/social etiquette and protocol
• trade show event management
• industry/media/civic events
• technical and journalistic publication writing techniques
• sources for a press list
• format and content of promotional publications
• tailoring promotional materials to a target audience
• graphic design
• printing
• copyright laws and authorized use of visuals
• web page design
• information delivery methods
• slide production requirements and costs
• production and use of photography
• techniques to qualify, interview, and select vendors and consultants
• awards programs, submission guidelines, and deadlines
• special events planning

Skill Set

• develop image and corporate identity
• manage promotional program expenditures to ensure consistency with the budget
• develop an advertising plan to support the firm’s marketing program objectives
• develop corporate entertainment strategies to ensure maximum exposure
• represent the firm at media events, civic and professional group meetings, client industry trade associations, and community and industry activities to enhance the image of the company
• write press releases, journal articles, and/or newsletters to generate publicity for the firm
• create written/print promotional materials consistent with an overall marketing and business plan and update on a regular basis; create electronic promotional materials consistent with the overall marketing and business plan and update on a regular basis
• create slide shows for presentations
• coordinate finished project photography
• select, manage, and direct the activities of specialized consultants
• prepare and coordinate awards competition entries
• coordinate firm special events

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Domain 6 - Information, Resource, and Organizational Management

Knowledge Areas

• management and motivational techniques
• record management systems for project, personnel, consultant, proposal, and/or visual information
• computerized database management systems
• staff training techniques
• individual and group dynamics
• leadership and team-building principles
• evaluation techniques for design/production efficiency and quality control
• promoting and rewarding high-quality team performance and effective client service
• techniques for resource management and costs/benefit analysis

Skill Set

• manage/supervise the activities of marketing and support staff
• coordinate marketing efforts and provide a communication link across departments, disciplines, and/or branch offices
• develop and maintain systems to extract, categorize, and retrieve information related to consultants, personnel, projects, prior proposals, boilerplate, visuals, mailing lists, and promotional items
• develop and maintain an internal communications program to facilitate information sharing within the firm; inform and involve the principals and technical staff regarding marketing efforts
• conduct marketing-related workshops/training for the principals and technical staff
• attend professional development activities
• monitor information, resource, and organizational expenditures to ensure consistency with budget
• recruit and keep star performers
• build high-performance teams linked to key client groups
• refine the design/production process to improve efficiency and quality control

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