straw bale building training for european professionals: marketing & communication
DESCRIPTION
Unit 8 - (eco/straw bale) Marketing & Communication - from STEP-Training, developed in a European Leonardo Partnership by 9 countriesTRANSCRIPT
UNIT 8Marketing &
Communication
3
UNIT 8 Marketing & Communication Training Page
U8 Learning Outcomes 5
U8 Session 1: the Market 3 hours 7
U8 Info Sheet: the Market (Overview) 8
U8 Session 2: Marketing Strategy 3 hours 11
U8 Info Sheet: Marketing Strategy (Overview) 13
U8 Session 3: Branding 2 hours 14
U8 Info Sheet: branding (Overview) 15
U8 Session 4: Cost, Prizing & Contracts 6 hours 16
U8 Info Sheet: Cost, Prizing & Contracts (Overview) 17
U8 Session 5: Verbal Communication 4 hours 18
U8 Info Sheet: Tools (Overview) 19
U8 Session 6: Language Training 4 hours 21
Partner STEP (Straw Bale Training for European Professionals) 21
Credits & Imprint 22
INDEX
4
U8 – MARKETING AND COMMUNICATION Learning Outcomes
U8
Level 4 – ECVET Credit points: 7%
Knowledge Skills
Trainees know !
• basic business knowledge • suppliers and purchasing sources • how to handle customer base • corporate Identity and Design • an overview of regional price levels • how to optimize workshop equipment • the difference between costs and pricing • product costing analysis • delegate the work to others professionals • legal framework conditions • different types of orders and performance of contracts • warranty • advantages and properties of straw bale building • elements of discussion techniques • know different target groups and their needs • communicate with the other partners
Trainees can !
• formulate a marketing concept • define appropriate and suitable target groups • understand the concept of warranty as a marketing
instrument • recognize customer requirements • use resources in the acquisition process effciently and
effective • convey an appropriate Corporate Identity • prepare a quantity measurement • calculate and order materials • calculate of costs • submit a building contract • optimize the workshop equipment • optimize purchase of materials • explain the advantages and properties of straw bale
buildings • understand and explain an offer and compile it
according to terms of reference • negotiate with the client • organize and lead a building site meeting • work in team
Competence
Trainees can !
• understand the commercial contexts • understand the necessity of active marketing • independently develop and adapt a marketing concept • understand the significance of an appropriate Corporate Identity • calculate material and order it according to terms of reference • independently develop an offer concept • communicate and explain the main advantages of natural building
5
6
S1 - The Market Session Plan
S1 U8 - Marketing and communication
Objectives: Trainees !
! know different possibilities of operating in a market (organizational) ! can name key market factors relevant when launching a new business venture ! know ways of researching a market (customers,suppliers, competitors) ! can manage the quality of their service, can receive and process feedback from customers
Methods:
• Lecture/Talk • Discussion: interaction with trainees, drawing on their work experience and general knowledge
Trainer:
Place: Classroom
Duration:
3 hours
Equipment’s Flipchart Paper sheets Markers
Theory
! group exercise: find out what the market is ! introduction to the marketing module: content of the
course ! determination of demands: straw builder and the
market ! market research ! regional development ! quality of services ! suppliers ! lifelong learning
Documents: Info sheet U8-S1-i1 Text sheet ECVET U8-S1-Tx1 ECVET U8-S1-Tx2 ECVET U8-S1-Tx3 ECVET U8-S1-Tx4 ECVET U8-S1-Tx5 ECVET U8-S1-Tx6 ECVET U8-S1-Tx7 Exercise ECVET U8-S1-E1 Handbuch zum Marketing Chapters 1,3,9,10 Evaluation Multiple choice
Practice
Task - Trainees are asked to search for the key words
connected to the theme of marketing, for example: clients, suppliers, demand and quality. The trainer moderates a brainstorming session. Results are written down. Pin flipchart papers on the wall after completing the exercise.
•
Organisation •
7
S1 – The Market Info Sheet
U8 I1 The Market
8
S1 – The Market Info Sheet
U8 I1 The Market
9
10
S2 - Marketing Strategy Session Plan
S2 U8 - Marketing and communication
Objectives: Trainees !
! know how and why to develop marketing objectives and strategies
! know how to develop and write a complete marketing plan ! know how to provide an interdisciplinary environment for the
generation of creative ideas in marketing ! know how to provide sufficient analytic skills for evaluation
(and implementation) of these ideas ! can find the connections to other needed building companies
before and after the strawbale work and make a cooperation with them (each other advertisement)
Methods:
• Lecture with overhead projector • Discussion • Verbal explanations with different supports: videos, websites,
printed flyers, etc.
Trainer:
Place: Classroom
Duration:
3 hours
Equipment’s Flipchart Paper sheets Markers
Theory
• Definition of promotional strategies ! Promotion as a main aspect of marketing ! Promotional plan or promotional mix ! What is a promotional plan? ! Effective promotional tactics: advertising, personal
selling, sales promotion, publicity or public relations ! Promotional techniques: introductory exercise ! Advertising media and techniques ! Ice breaker exercise ! Advertising media: billboards, printed flyers, tv, etc. ! Advertising techniques: repetition, bandwagon,
testimonials, pressure •
Documents: Info sheet U8-S2-i1 to i6 Text sheet ECVET U8-S2-Tx1 to Tx6 Exercise ECVET U8-S2-E1 to E4 Handbuch zum Marketing Chapters 13,14,15,16,17 Evaluation Multiple choice
Practice
Task - Divide into groups and each group could be a building
company with each other needed services. Try to speak how it will cooperate during the building process.
- Work alone and try to write down your future marketing plan. Present and discuss about it in a group.
•
Organisation •
11
i2 – Marketing Strategy Info Sheet
U8
U8 - Marketing and communication
12
13
S3 - Branding Session Plan
S3 U8 - Marketing and communication
Objectives: Trainees !
! understand the need for corporate identity development ! can identify elements of corporate identity ! can shape a corporate identity
Methods:
• Lecture with overhead projector (verbal explanation) • Discussion • Exercise with sample materials
Trainer:
Place: Classroom
Duration:
2 hours
Equipment’s Flipchart Paper sheets Markers
Theory
• ! Ice-breaker exercise ! Introduction: developing a definition of corporate
identity ! Practical tips for applying corporate identity:
correspondence, business cards, printed publications, presentations, webpages and references.
•
Documents: Info sheet U8-S3-i1 Text sheet ECVET U8-S3-Tx1 Exercise ECVET U8-S3-E1 to E3 Handbuch zum Marketing Chapters 2,11,12 page 57: Kleider Machen Leute Evaluation Multiple choice Group presentations of everyones corporate identity elements
Practice
Task - Game exercise: try to develop your simple corporate
identity, colors, logos, etc. Draw it, paint it, and after explain it to others. Present which are the most important elements of corporate identity for you.
•
Organisation •
14
i1- identity Info Sheet
S3
U8 - Marketing and communication
15
S4 - Cost, Pricing and Contracts Session Plan
S4 U8 - Marketing and communication
Objectives: Trainees !
! can convey the basics of legally binding action and freedom of building contracts
! know the legal consequences in building law ! can convey the basics of cost calculation ! can convey the basics of tender
Methods:
• Lecture with overhead projector • Discussion and verbal explanation
•
Trainer:
Place: Classroom
Duration:
6 hours
Equipment’s Flipchart Paper sheets Markers Moderators' Briefcase
Theory
• • Basic principles of: ! contractually relevant rules ! forms and types of building contracts / assignment ! termination of building contracts ! form and implication of acceptance ! tolerance in constructions ! deficiency and its legal consequences ! consequences of disruption and delay ! factors in price calculation and pricing: general pricing,
contractors' costs, cost of the product ! sampling in constructions ! EU law and national conversion •
Documents:
Info sheet U8-S4-i6 to i9 Text sheet ECVET U8-S4-Tx2 to Tx10 Exercise ECVET U8-S4-E2 ECVET U8-S4-E4 ECVET U8-S4-E8 Handbuch zum Marketing Chapter 4 French training: Couts de construction et paille Evaluation Multiple choice
Practice
Task - Participants will be given cards with key words and will
be asked to mindmap „hourly wages“ and to assign the terms
- Participants will practice acceptance in a role play game
- Participants will be asked to communicate their own experience regarding rebate with their neighbour, group discussion of the result
•
Organisation •
16
i6- Cost, Pricing and Contracts Info Sheet
S4
U8 - Marketing and communication
S5 - Verbal Communication Session Plan
S5 U8 - Marketing and communication
Objectives: Trainees !
! know elements of discussion techniques ! know different types of clients and their different needs ! can explain the advantages and properties of strawbale
building ! can communicate with the other partners ! can organize and lead a building site meeting ! can explain an offer ! can negotiate with the client
Methods:
• verbal communication with different supports • group work and roleplay
•
Trainer:
Place: Classroom
Duration:
4 hours
Equipment’s Overhead Flipchart or whiteboard Tables and chairs
Theory
• • Suggested session: ! E1: Ice breaker (20 min. discussion) ! i1 + Tx1 (40 min. theory + discussion) ! i2 + Tx2 (40 min. theory + discussion) ! E2 (40 min. theory + discussion) ! i3 + Tx3 (40 min. theory + discussion) ! E3 (60 min. exercise) •
Documents:
Info sheet U8-S5-i1 to i3 Text sheet ECVET U8-S5-Tx1 to Tx3 Exercise ECVET U8-S5-E1 to E3 Handbuch zum Marketing Chapter 4,5,6,7,8 French training: i1 to i6 t1 to t3 Evaluation Assessment with professional actor
Practice
Task - E1: Discuss as a group the main reasons for using
straw as a building material, and for using one company above another
- E2: Trainees split into groups and go through a list of questions that they might be asked by the client. They decide what their response would be; whether they can answer them on the spot or whether they would need time to form an answer and what information they would need to do this and where this information can be found. The class then comes back together to discuss the possible answers.
- E3: Roleplay investigating responses to different types of client. The trainees are given a choice of different scenarios in which they take turns to play the part of the client or the clay plaster expert. A third trainee observes their role play and aids the discussion at the end.
•
Organisation •
i1- Verbal Communication Info Sheet
S5
U8 - Marketing and communication
S6 – Language Training Session Plan
S6 U8 - Marketing and communication
23
PARTNER
THE PARTNERS OF THE LEONARDO PARTNERSHIP STEPThese 9 partners signed a memorandum of understanding with the aim to promote and improve training opportunities in Straw Bale building all across Europe.
FASBA - GERMANYFachverband Strohballenbau Deutschland e.V., Artilleriestrasse 6 in 27283 Verden, DE
PARTICIPANTS: Sissy Hein, Dittmar Hecken, Burkard Rüger, Heinz Michael Fischer,
Dirk Scharmer
www.fasba.de
ASBN - AUSTRIAAustrian Straw Bale Network, Baierdorf 6 in 3720 Ravelsbach, AU
PARTICIPANTS: Herbert Gruber, Erwin Schwarzmüller, Helmuth Santler, Gerhard Scherbaum
http://www.baubiologie.at/wp/strohballenbau/asbn-netzwerk/
SBN - NETHERLANDSStrobouw Nederland, Pauwenkamp 45 in 3607 GC Maarsen, NL
PARTICIPANTS: Wouter Klijn, Sissy Verspeek, Florian van Roekel, Piotr Bronicki
http://www.strobouw.nl
ARTUR - SLOVAKIAArchtektura pre Trvalo Udrzatelny Rozvoj, 90301 Hruby Sur 237, SK
PARTICIPANTS: Zuzana Kierulfova, Marian Ontkoc, Peter Coch, Boris Hochel,
http://ozartur.sk
RFCP LES COMPAILLONS - FRANCE Reseau Francais de la Construction en Paille, SCM le Jeune, 28 avenue Léon Blum,
31500 Toulouse FR
PARTICIPANTS: Isabelle Melchior, Noé Solsona, Dirk Eberhard, Manas Melliwa, Cedric Hamelin
http://www.compaillons.eu / http://rfcp.fr
RCP - SPAINRed de Construccion con Paja, Doctor Fajames 44 in 03204 Elche, ES
PARTICIPANTS: Valentina, Maini, Alejandro Lopez, Maren Thermes
http://www.casasdepaja.org
STRAWBUILD – UNITED KINGDOMSedum Cottage, Owen Street, Pennar in SA 72 6SL Pembroke Dock, UK
PARTICIPANTS: Bee Rowan, Michael Howlett, David Semenysin, Chris Hawker, Kuba Wihan
http://www.strawbuild.org
COMPALHA - PORTUGALAssociacao para a bioconstrucao com fardos de palha e materiais naturais em Portugal,
Rua Abade Faria 40 3D in 2725-476 Mem Martins, PT
Participants: Catarina Pinto, Joao Barbosa Sequeira, Luisa Alves de Paiva
http://compalha.pt
MAGYAR SZALMAÉPITOK EGYESÜLETE - HUNGARY Joka u. 14 in 5650 Mezoberény, HU
Participants: Titusz Igaz, Gabriella Revesz, Gabor Szücs
http://www.szalmaepitok.hu
STEP – Straw Bale Training for European Professionals
UNIT 8 – MARKETING & COMMUNICATION
Editors UNIT 8: Florian van Roekel (Strobouw Nederland)
Info sheet content based on ECVET Clay
Coordination: Sissy Hein (FASBA), Dirk Eberhard (RFCP)
Session Plans: Leonardo Partner (see p. 23)
Design: Herbert Gruber (Layout), Michael Howlett (Drawings, Logos),
Isabelle Melchior, Alejandro Lopez (Templates)
Photos: Wikimedia, Herbert Gruber