NYU-POLY SYLLABUS / FALL 2010
Marketing for Construction Management and Engineering Services
Jeffrey S. Seigel, B.S., J.D., LEED AP
Adjunct Professor & Member of Center for Emerging Technologies
Course CE8333 – Class 3116 / Thursday 5:45 – 8:15
jeffreyseigel@optonline.net
Introduction: Why do you need business development and can a company survive
without it? Can you succeed without the ability to sell yourself? Business development
comprises numerous facets, many of which will be discussed in this class: 7 P's of
Marketing (People, Price, Product, Promotion, Place, Packaging and Positioning), Sales,
Leadership, Ethics, Responding to RFPs, Preparing Presentations, Public Speaking,
Client Retention, Networking, Business Planning, etc. One must be able present
themselves before they can skillfully present their companies. After taking this class, one
will advance their leadership, presentation, public speaking, creative and analytical skills.
Consequently their business development skills will increase exponentially. This is a
hands-on class with three assigned books, one suggested book, three public speaking
assignments, 2-3 guest speakers, final business plan and extensive class participation.
This class will teach you how to win business; by advancing your personal skills you will
be better equipped to generate business.
Textbooks (Poly-NYU will not be ordering any books / CDs; go to library / store)
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Mandatory - How to Win Friends and Influence People by Dale Carnegie
Mandatory – Additional two books for Public Speaking Assignments
Suggested – The Secret by Rhonda Byrne
* Student permitted to listen to “Books on Tape” instead of purchasing three texts
and ample time will be given to borrow from the public library
Grading: Grading is based on six grades: three public speaking assignments (10%, 20%,
and 30%), attendance (10%), class participation (10%) and final business plan (20%).
Grading / Attendance / Breaks / Missed Classes / No Final Exam - discussed in class.
Week 1 // 9/9/10:
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Overview of Construction Industry
Introduction to Business Development / Construction Business Development
Student Introductions
Class Expectations
Leadership / Business Development / Networking / Creating Relationships
Business Planning / Strategic Planning
Introduction to Sales / Marketing
Discuss 15 Week Plan & Implementation
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Week 2 // 9/16/10:
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What is Marketing / Sales?
21 Immutable Laws of Marketing
How do you sell yourself?
15 Week Plan
Week 3 // 9/23/10:
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Public Speaking Assignment I
Topic - Sales / Marketing
15 Week Plan
Week 4 // 9/30/10:
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Overview of Writing a Business Plan (Part I)
Guest Speaker I
15 Week Plan
Week 5 // 10/7/10:
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Overview of Writing a Business Plan (Part II)
How to Procure an RFP / Sample RFP / Responding to RFP
15 Week Plan
Week 6 // 10/14/10:
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Public Speaking Assignment II
Topic – Leadership
15 Week Plan
Week 7 // 10/21/10:
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Overview of Engineering Business Development
Engineers Selling? Business is Changing!!!
Guest Speaker II
15 Week Plan
Week 8 // 10/28/10:
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Submitted RFP, Now What”
Preparing & Conducting Formal Presentations
Briefly Discuss How to Win Friends and Influence People
15 Week Plan
2
Week 9 // 11/4/10:
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Ethics / Client Relationships / Customer Service / Client Retention
Work on Business Plan
15 Week Plan
Week 10 // 11/11/10:
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Either Guest Speaker III or Work on Business Plan
15 Week Plan
Week 11 // 11/18/10:
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How does your company market itself?
Brochures / Internet / Advertising
Suggestions / Improvements?
In-Class Workshop / Marketing Polytechnic Institute of NYU
Brochures / Internet / Advertising
15 Week Plan
Week 12 // 11/25/10:
No Class
Week 13 // 12/2/10:
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Public Speaking Assignment III (Remember, 30% of Final Grade)
Topic - Inspiring Interest, While Making a Difference
15 Week Plan
Week 14 // 12/9/10:
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How to Win Friends and Influence People – How does this book apply to
Construction Business Development?
Work on Business Plan
Week 15 // 1216/10:
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Discuss & Submit Business Plan
Discuss & Submit 15 Week Plan
Summarize Points / Conclusion / What did you get out this class?
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