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Back to School: CPSM Domain 2: Marketing Plan

November 3, 2011

CPSM study groups will begin in January. Please consider joining us!

The Marketing Plan is the second domain of professional practice that you’ll study during your CPSM exam prep. Knowledge areas include:

  • Strength, Weakness, Opportunity & Threat (SWOT) Analysis 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

The Marketing Plan includes both strategic planning and marketing business planning, and an in-depth analysis of this domain is available in section 2 of the Marketing Handbook for the Design and Construction Professional, Third Edition. In this section you will hear authors Julie Stanton, LEED AP and Sandra Werthman discuss how strategic planning can help to align leadership and focus a firm’s direction, stating that “it is both a visionary and practical management too.” They describe this process as creating a 3-5 year road map for your firm, while the marketing plan is more or less a one-year increment of that plan. Marketing plan should include a definition of the scope and the goals of the firm’s marketing efforts

CPSM Study prep will help in the development your of essential skill sets. As part of CPSM certification, you’ll be required to:

  • 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, objective and priorities as appropriate
  • Create a marketing budget
  • Manage a marketing budget

Throughout the CPSM study process, reading materials, application of resources and interaction with chapter CPSM’s will prepare you to delve into the finer points of the marketing plan. This practical approach to industry-specific applications will deepen your marketing knowledge and validate your commitment to your profession.

Please join us for the 2012 CPSM Exam Study Sessions staring in January. For more information, please contact

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