SMPS University

A leadership advancement program designed especially for A/E/C marketers and business developers.

My SMPS U Story Angela


  • Spring 2017 Program is Underway
    Session 1: March 16–17 in College Park, MD COMPLETED
    Session 2: April 27–28 in Washington, DC

About SMPS University

Career advancement in the design and building industry depends on your business acumen. To help you gain the business knowledge you need, SMPS partnered with the University of Maryland’s Robert H. Smith School of Business to develop the SMPS University: Leadership Advancement Program—a program designed especially for A/E/C marketers and business developers who want to achieve the next level in their careers.

In a graduate-level curriculum, SMPS U examines the marketing, business development, and client service principles integral to the strategic operation of the professional services firm. As a participant, you will come away with a clearer understanding of how marketing can impact a company’s performance and profitability, as well as best practices and fresh approaches to introduce in your firm. Download the brochure.

Further, SMPS U exposes you to critical business management concepts—research and development, client development, finance, human resources, and leadership. This material will expand your awareness of how an A/E/C firm operates and equip you to contribute in new ways to your firm’s success.

Who Should Attend

This program is designed for the following professionals working in the design and building industry:
•    Mid-level marketers and business developers who want to advance their careers
•    Marketing/BD directors and principals who want to expand their business management knowledge
•    Technical professionals who want to become business leaders

Why Attend
•    Hear why you should register for SMPS University today from three graduates.
•    Learn more about making the business case to attend SMPS University.
•    Hear from a firm leader on the value of SMPS University:

“In the A/E/C industry, a gap has long existed between marketing and top management at many firms. Because I believe that our firm’s success will partly depend on becoming a marketing-driven organization, I was very supportive of Jacqui’s desire to attend the SMPS U Leadership Advancement Program at the University of Maryland Robert H. Smith School of Business. Jacqui returned from the program with additional skills and knowledge in marketing, BD, finance, and client service principles that will be valuable to Fuss & O’Neill in achieving our long-term strategies and vision.”—Peter H. Grose, President & CEO, Fuss & O’Neill, Inc.

As a Participant in SMPS U, You Will Gain:
•    the business management knowledge to increase your firm’s profitability
•    the skills to establish yourself as a leader in your firm and the A/E/C industry
•    spreadsheets, models, tools, and ideas that can be implemented immediately to improve your performance and benefit your firm

This program brings together one class of participants for two sessions of two full days each.

Session 1 Session 2
March 16–17, 2017

University of Maryland
College Park, MD

April 27–28, 2017

Ronald Reagan Center
Washington, DC

 download  download-1


SMPS U is taught by an esteemed panel of faculty from the Center for Service Excellence at the University of Maryland’s Robert H. Smith School of Business. Ranked #3 in intellectual capital by BusinessWeek, the Smith School faculty is a world leader in generating new business thinking. With a low student-to-faculty ratio, SMPS U encourages interaction between students and instructors—both in the classroom as well as more informally during meals and networking events. Learn more about the faculty.

The March and April sessions are conducted in state-of-the-art classrooms on campuses of the University of Maryland. The classroom format is a highly interactive combination of lecture and group discussion.

Before and between Sessions 1 and 2, students will work independently and in small groups on assigned coursework.


Early* Regular
Member $3,020 $3,275
Non-member $3,275 $3,525

*Register on or before February 13, 2017, for early registration rate.

Register online.
Register using the paper registration form.
Registration rates increase on February 14, 2017.

Travel and Logistics
Learn more about lodging recommendations and travel logistics.

The SMPS University curriculum encompasses the eight modules described below. Case studies from the A/E/C industry and best practices from inside and outside the industry are incorporated into each of the modules to illustrate how you can apply these concepts immediately in your firm. The coursework is reinforced by sample worksheets, tools, models, and supplemental reading including related articles from the renowned Harvard Business Review.

Module 1: Service Marketing Strategy
Marketing is the most important function of a professional service firm, because it creates and maintains client relationships. Best practices for driving client satisfaction, trust, and loyalty will be presented. More on Module 1.

Module 2: Smart Thinking about Survey Research
Survey research is “stock-in-trade” for professional services firms that track client satisfaction an d loyalty. This module will focus on how to acquire timely, relevant “voice-of-the-client” data through surveys. More on Module 2.

Module 3: Financial Management Fundamentals
You aspire to a strategic leadership position in your organization—and that means you have to understand its financial goals and be ready to share your thoughts on how best they may be achieved. More on Module 3.

Module 4: What Are Your Customers Worth?
You know what your customers have spent with you, and you know what you’d like them to spend in the future. But what is the cost of maintaining your customers? More on Module 4.

Module 5: Service Innovation
Professional services firms depend on new services to grow and maintain the profitability of their businesses. What are the best practices for managing service “products” as they move through the life cycle? More on Module 5.

Module 6: Customer-Centric Marketing
This module will outline the process of innovation and examine how design thinking helps drive innovation within firms. More on Module 6.

Module 7: What Makes a Leader?
How is leadership different from management? What kind of leadership is called for in your workplace? More on Module 7.

Module 8: Leading Without Authority
Learn why it isn’t necessary to have a big hat, a big title, or a big army to lead effectively. More on Module 8.

Upon Program Completion

Students who complete the program will receive a certificate documenting mastery of the information and skills covered in this curriculum.

Earn Continuing Education Credits
This program is approved for 25 hours of Certified Professional Services Marketer (CPSM) continuing education units and American Institute of Architects learning units.

For More Information

Contact Dan Reilly, SMPS Headquarters, at 703.549.6117, x223, or [email protected].

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