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Construction Marketing and Public Relations Fundamentals Study Guide

Explore the core principles of business ethics, including deontology and utilitarianism, and their application to professional conduct, financial integrity, and social responsibility within the construction industry. Understand ethical issues and develop strategies for navigating moral dilemmas.

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Your learning path

Construction Marketing Principles and Environmental Forces

Construction Marketing Principles and Environment

This course explores the marketing concept, marketing management, and the micro-environment and macro-environment affecting construction-related products and services.

marketing concept
marketing management
micro-environment
macro-environment
customer satisfaction
market segmentation
product life cycle
consumer behaviour
industrial marketing
marketing mix
societal marketing concept
relationship marketing
customer value
total quality management
exchange
transaction
non-profit marketing
e-commerce
globalization
business ethics

Demographic Forces in the Macro-environment

The study of human populations in terms of size, density, location, age, gender, race, occupation, income, growth, health, education, movements, culture, and other statistics.

Demographic environment
Worldwide population growth
Birthrate trends
Age distribution
Changing family structures
Non-family households
Geographical population shifts
Global population movements
Education and occupational shifts
Ethnic and racial population changes
Mass market to micro-markets transition

Economic and Environmental Marketing Environments

An analysis of how demographic changes, economic forces, and the physical environment influence consumer needs, purchasing power, and marketing decisions.

Demographic changes
Purchasing power
Real-income growth
Inflationary pressure
Savings and debt patterns
Consumer expenditure patterns
Value marketing
Physical environment
Social responsibility

Natural Resources and Environmental Impacts

The earth's resources consist of infinite, finite renewable, and finite non-renewable categories affected by pollution, shortages, and industrial activity.

infinite resources
finite renewable resources
finite non-renewable resources
pollution of air and water
acid rain
climatic change
desertification
over-exploitation of natural proteins
energy cost
fossil fuel
alternative energy sources
industrial waste
non-biodegradable packaging materials
atmospheric emissions

Marketing Environmental and Technological Forces

Marketers must monitor the technological environment, rapid technological change, and the political and legal environment including legislation and regulation.

environmental protection
pollution prevention
natural-resource management
technological environment
rapid rate of technological change
research and development budgets
political/legal environment
legislation regulating business
product safety
environmental legislation

Construction Marketing Principles and International Management

Construction Marketing Principles and Environment

An overview of the marketing concept, marketing management, and the micro-environment and macro-environment factors affecting construction-related products and services.

marketing concept
societal marketing concept
marketing environment
micro-environment
macro-environment
customer satisfaction
customer value
market segmentation
product life cycle
consumer markets
industrial markets
reseller markets
government markets
international markets
competitor types
publics
consumerism
relationship marketing
marketing mix

Construction Marketing and Communication Strategies

Methods for communicating with publics include financial statements, press statements, corporate advertising, company publications, advertising, e-communication, exhibits, and presentations.

Financial statements
Press statements
Corporate advertising
Company publications
Advertising
E-communication
Exhibits
Presentations
In-house newsletters
Construction industry image problems

The Demographic Environment and Macro-environment

The study of human populations in terms of size, density, location, age, gender, race, occupation, income, growth, health, education, movements, culture, and other statistics within the macro-environment.

Demographic forces
Worldwide population growth
Decline in birthrate
Age of population
Changing family structures
Non-family households
Geographical population shifts
Global population shifts
Education and occupation levels
Ethnic and racial population changes
Mass market to micro-markets transition

Economic and Environmental Marketing Environments

An analysis of how demographic changes, economic forces, and the physical environment influence consumer needs, purchasing power, and marketing decisions.

demographic changes
purchasing power
real-income growth
inflationary pressure
savings and debt patterns
consumer expenditure patterns
value marketing
income distribution
physical environment
social responsibility

Resource Scarcity and Environmental Impacts

The earth's resources consist of infinite, finite renewable, and finite non-renewable categories that face shortages, pollution, and marketing effects.

Infinite resources
Finite renewable resources
Finite non-renewable resources
Resource shortages
Pollution of air and water
Acid rain
Climatic change
Desertification
Over-exploitation of natural proteins
Energy costs and fossil fuels
Alternative energy sources
Industrial waste disposal
Non-biodegradable packaging materials
Atmospheric emissions

Construction Marketing Environmental Macro-Factors

An analysis of how the technological, environmental, and political/legal environments create marketing opportunities, threats, and regulatory requirements for businesses.

Environmental marketing opportunities
Pollution prevention and control technology
Natural-resource management and government intervention
Technological environment and rapid technological change
Research and development budgets
Product safety and regulation
Political and legal environment
Legislation regulating business
Consumer protection and advertising standards

Construction Marketing Principles and Processes

An overview of marketing decision-making, consumer and industrial buying behaviour, market segmentation, and the application of marketing strategy within the construction industry.

Legislation and regulations
Ethics and social responsibility
Socio-cultural environment
Consumer buying behaviour
Industrial markets
Government markets
Market segmentation
Market measurement and forecasting
Marketing planning process
Marketing decision-making model
Marketing mix
Marketing research
Marketing models
Product life cycle
Construction marketing

Construction Marketing and Public Relations

A lecture exploring the strategic relationship between marketing management and public relations to build credible, competitive construction businesses.

Marketing management
Public relations
Marketing mix
4Ps model
7Ps model
4Cs model
Market segmentation
Demographic segmentation
Psychographic segmentation
Geographic segmentation
Behavioural segmentation
Stakeholder relations
Reputation management
Market intelligence
Value proposition
Business strategy alignment
Integrated communication model

International Construction Management and Strategy

Operating internationally involves careful planning, strategising, and macro-analysis of economic, social, cultural, financial, and legal environments.

International market entry drivers
SWOT exercise
Desktop study sources
Macro-analysis factors
Economic and financial environment
Human factors and labour
Infrastructure and plant availability
Legal systems and contractor liabilities
International tendering processes

Introduction to International Construction Management

International construction is the management of markets, money, contracts, procurement, people, culture and risk across national boundaries.

International construction opportunities and challenges
Strategic market entry
Macro environment factors
Country intelligence
Financial environment and currency exposure
Legal systems and business practices
Construction infrastructure and plant availability
SWOT analysis for internationalisation

International Construction Finance and Risk Management

This content addresses international finance and risk management in construction, including political, commercial, and exchange rate risks, taxation, procurement, and funding decisions.

Risk assessment
Political risk
Import risk
Transfer risk
War risk
Commercial risk
Exchange rate fluctuations
Exchange control limitations
Hedging
Forward exchange contracts
Interest rates
Taxation
Withholding tax
Joint venture
Consortium
Export incentives
International contracting process
Financial risk exposure
Non-payment and client default
Political, import and transfer risk

Construction Management Public Relations Fundamentals

Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its public through effective channels of communication.

Definition of public relations
Internal and external publics
Public relations functions
Universal objectives of public relations
Publicity, propaganda, advertising, and sales promotion
Tactics and techniques
Visual media
News and media releases
In-house journals
Public relations budgeting

Occupational Health and Safety Frameworks and Management

Topic 5

Occupational Health and Safety Advisory Council

The establishment, functions, and constitution of the Advisory Council for Occupational Health and Safety.

Advisory Council for Occupational Health and Safety
Functions of Council
Policy advice
Research and investigations
Formulation of standards
Promotion of education and training
Dissemination of information
Constitution of Council
Ministerial appointments

Occupational Health and Safety Act Provisions

This document outlines the legal framework, inspector functions, and enforcement procedures under the Occupational Health and Safety Act, 1993.

Reporting of incidents
Functions of inspectors
Prohibition and direction powers
Formal inquiries
Appeals against decisions
Offences and penalties
Exemptions
Designation of chief inspector

South African Construction Health and Safety

An analysis of South African construction health and safety maturity, management goals, and the challenges of H&S documentation and compliance.

Health and Safety management systems
H&S journey model maturity stages
Goals versus objectives
Management commitment
Construction health and safety documentation
Key, critical, and specific objectives
Failures of management
Human Resource Management (HRM) and H&S

Professional Oversight in Construction Safety

Utilising registered professionals ensures that construction activities are executed in accordance with lawful construction processes, applicable standards, and sound professional practice to protect the public and workers.

registered professionals
construction health and safety
professional accountability
public safety
compliance with applicable laws
professional standards
construction management
health and safety legislation

Role of H&S in Construction Management

A study determining the importance of H&S in terms of various aspects related to an organisation and projects and the importance of managing construction H&S.

Holistic role of H&S
H&S Journey Model
Strategic business issue
Management involvement
Worker participation
H&S culture
Risk management system
H&S measurement
Legal compliance
Organisation image and reputation

Construction Productivity, Quality, and Risk Management

Construction Management Productivity Systems

This document outlines construction productivity as the ratio of output to input and explores methods, system components, and human resources.

Productivity formula
Efficiency
Standardisation
System components
Resources
PIP / PIS
Human resources
Skills and expertise
Motivation and incentives
Plant
Technology
Environmental factors
Quality
Cost / time

Quality Management Systems in Construction

The implementation of Quality Management Systems (QMS) and Quality Assurance (QA) within General Contractor (GC) organisations to improve corporate quality culture and reduce defects.

Quality Management Systems (QMS)
Quality Assurance (QA)
Corporate quality culture
ISO 9000 series documentation
Internal quality audits
Continuous improvement
Senior management commitment
Education and training
Non-conformances
Construction procurement processes
Quality management plan
Barriers to QMS implementation

Benefits of Implementing Quality Management Systems

Implementing a documented QMS provides financial, economic, and procurement benefits including improved internal organisation efficiency, augmented management of site resources, and increased client satisfaction.

Quality Management System benefits
Internal organisation efficiency
Construction project management
Resource utilisation
Conformity of procedures
Client satisfaction
Organisational sustainability
Reduction of rework and non-conformances
Contractual relationships
Project risk reduction

ISO 9000 Standards in Construction

The ISO 9000 series of standards assists organisations to implement effective QMSs and provides benefits to the contractor including improved QA, client satisfaction, and reduction of rework.

ISO 9000 series of standards
Quality Management Systems (QMSs)
ISO 9000 fundamentals and terminology
ISO 9001 QMS requirements
ISO 9004 performance improvement guidance
Third party certification
Contractor performance enhancement
Quality Assurance (QA)
Client satisfaction
Reduction of rework and non-conformances
Material wastage reduction
ISO 9000 accreditation requirements
Internal organisational development

Fundamentals of Risk Management

A study of risk identification, evaluation, and response strategies including qualitative and quantitative techniques.

Risk identification
Qualitative techniques
Quantitative techniques
Risk register
Risk rating
Risk response
Opportunity response
Risk culture
Brainstorming
Delphi technique
SWOT analysis
Monte Carlo simulation
Decision tree analysis
Risk matrix

Foundations of Ethics and Professionalism in Construction

Introduction to Construction Business Ethics

An exploration of ethics, morality, and philosophical principles including the deontological perspective and human conduct.

ethics
morality
human conduct
moral principles
ethos
philosophical thought
deontological perspective
deontology
duty

Fundamentals of Business Ethics

An examination of utilitarian ethics, consequentialism, and various ethical issues involving stakeholders, professional duties, and corporate behavior.

Stakeholders
Utilitarian ethics
Consequentialism
Professional ethics
Loyalty
Confidentiality
White-collar crime
Globalisation
Environmental issues

Ethics and Corruption in Construction Management

A discussion regarding ethics, corruption, and bribery as a moral test of personal beliefs and professional integrity within the construction business.

Ethics
Morality
Professionalism
Integrity
Objectivity
Professional Competence
Due Care
Confidentiality
Professional Behavior
Ubuntu
Deontology
Consequentialism
Utilitarianism
Corruption

Code of Conduct and Professionalism

SACPCMP Code of Conduct
Unethical misconduct
Bribery and corruption
Collusive tendering
Bid rigging
Professional ethics
Public interest
Health and Safety
Professionalism

Construction Marketing and Public Relations Fundamentals

Construction Marketing and Public Communication

Organisations use a variety of mechanisms to keep their publics informed about activities, performance, and prospects through corporate advertising, company publications, and e-communication.

Communicating with publics
Annual reports
Corporate advertising
Company publications
E-communication
Exhibits
Presentations
In-house newsletters
Construction industry image problems

Construction Marketing and Public Relations

Differentiate the objectives, audiences, tools, and measures of construction marketing and public relations to build a credible, competitive construction business.

Marketing management
Market intelligence
Value proposition
Market activation
Public relations
Stakeholder relations
Reputation management
Business strategy integration
Marketing mix
Stakeholder engagement
Issues management
Integrated communication model

Construction Management Public Relations Fundamentals

Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its public through effective channels of communication.

Definition of public relations
Communication in South Africa
Publicity
Propaganda
Advertising
Public relations functions
Universal objectives of public relations
Internal public relations
External public relations
Publics
Tactics and techniques

GM Public Relations Media and Communication

Methods for establishing public relations through visual media, word of mouth, community services, and budget management.

Visual Media
News and Media releases
Press conferences
Advertisements
Brochures and sales literature
Annual reports
In-house journals
Direct mail
Exhibitions and demonstrations
Word of mouth
Public speaking
Sponsorships and donations
Public relations budget

Principles of Design and Facilities Management

Principles of Design Management

Design management is the process of managing design through the project lifecycle to ensure designs are properly co-ordinated and communicated.

design management
design manager
lead designer
iterative process
gateways
building information modelling (BIM)
information management
design management plan
design responsibility matrix
collaborative working
value management
constructability
total quality management

Construction Management Design Management Principles

This reading focuses on the design of construction and related facilities and systems, including the roles of the design team, specialist contractors, and general contractors.

Design definitions
Design team roles
Client Principal agent
Project managers
Cost consultants
Environmental consultants
Specialist contractors
General contractors
Design and construction integration
Procurement processes

Integration and Design Management Processes

Integration management involves coordinating project elements including project plan development, execution, and integrated change control within the construction design process.

Integration management
Project plan development
Integrated change control
Formal design processes
Project life cycle
Client brief formulation
Building requirements
Functional and performance requirements
Design challenges
Management functions

Design Management and Performance Measuring

Performance standards
Performance measuring
Performance evaluating
Performance correcting
Ineffective control systems
Design management process
Inadequate design performance categories
Performance-Reason-Process model
Deliverable measures
Accuracy
Usability
Constructability
Design economy
Milestone schedule
Milestone cost

Managing Design Information and Processes

A guide to managing design information through pre-project, concept, detail design, implementation, and commissioning stages.

managing design information
pre-project information
concept design
preliminary design
detail design
procurement documentation
contract administration
design management
commissioning and handover
project documentation
stakeholder consultation
design information dissemination

Introduction to Facilities Management

Facilities Management is the process by which an organisation provides and enhances the working environment, its support services, and the use of its facilities to meet business objectives.

Building operations and maintenance
Business support and general office services
Integrated FM
Infrastructure resource management
Asset life-cycle planning
Space utilisation
Energy management
Waste management
Outsourcing
Planned maintenance vs. corrective maintenance

Facilities Management Business Opportunities

Facilities management business opportunities exist within state and parastatals, public private partnerships, and the private sector.

State and parastatals
Public Private Partnerships (PPPs)
Public finance funding initiatives (PFIs)
Asset procurement and operation partnership system (APOPS)
Private sector industries

Introduction to Facilities Management

Facilities management is the process by which an organisation provides and enhances the working environment, its support services, and the use of its facilities to meet business objectives.

Building operations and maintenance
Business support and general office services
Integrated FM
Asset life-cycle planning
Total cost of ownership (TCO)
Capital expenditures (CapEx) and operating expenses (OpEx)
Computerized Maintenance Management Systems (CMMS)
Predictive maintenance
Public Private Partnerships (PPPs)
Energy management
Space utilisation
Waste management

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