Marketing in the Construction Industry


Marketing in the construction industry – a one day training course

This course provides marketing training specific to the construction industry. It has been designed for the marketing professional working within construction manufacturer or supplier at any level in a marketing department.

It puts marketing theory into context using industry examples. An overview of the construction industry is provided with a look at customer channels, products and pricing. Details of industry specific communications channels and sources of information for market research are provided, saving time for the construction marketing professional.

This course is ideal for the marketing professional new to the construction industry.

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.

  • Understand construction industry drivers
  • Apply an industry context to product management and development
  • Know how to structure effective pricing lists
  • 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

Overview of the Construction Industry

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

Customer Channels

  • Channels and Influences
  • Direct and Indirect Customers
  • Specification Selling
  • Working with distributors
  • Customer Relationships

Marketing Communications

  • Journals
  • Public Relations
  • Using social media
  • Product Directories
  • Providing Technical Information


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


  • Industry Practices
  • Price List structure

Market Research

  • Sources of Industry Information
  • Customer Satisfaction

Marketing Metrics

Course Duration: 1 day


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