"Certified Professional Services Marketer"

(CPSM) Domains of Practice

CPSM is a certification designated by the Society for Marketing Professional Services (SMPS). The Society’s certification program seeks to enhance the professional standing of professional services marketers with their employers, their peers, and the public.

The Certified Professional Services Marketer (CPSM) is recognized as an individual who has met a rigorous standard of experience and expertise in marketing professional services and who agrees to adhere to the ethics and responsibilities of the profession as outlined in the CPSM Code of Ethics.  To learn more about obtaining a CPSM designation, click here.

In order to receive the designation of a CPSM, a candidate must pass an examination which assesses knowledge in each of the six practice domains of A/E/C marketing:

1. Marketing Research

• Data-gathering techniques

• Sources of social, cultural, economic, federal, state, and local regulatory information

• Newspapers, magazines, and other publications related to target markets

• Research design

• Qualitative and quantitative data-analysis techniques

• Methods for forecasting trends

2. Marketing Plan

• SWOT of firm and personnel

• Elements of Strategic Plans

• Marketing Plans

• Business Plans

• Techniques for Facilitating the Planning Process

• Cost/Benefit of Various Marketing Techniques

• Basic Management Principles

• Internal Marketing Audit Elements

• Methodologies for Budget Development

• Basic Accounting Principles

• Cost Tracking and Control Procedures

3. Client and Business Development

• Strategic Planning Techniques

• Interpreting and Applying Market Research Results to Client and
          Business Development

• Prospect Information Sources

• Techniques Used to Screen and Classify Prospects

• Key Elements of Contact Management Programs and Databases

• Methods for Initiating Client Research Calls and Maintaining Contact

• Fostering/Building Client Relations

• Effective Frequency of Client Contact

• Methods for Conducting Client Perception Studies

4. SOQs/ Proposals

• RFQ/RFP Criteria and Decision/ Selection Process

• Free Pricing/ Budgeting

• Federal, State, and Local Laws and Regulations

• Federal, State and Local Forms and Guidelines

• Architectural and Engineering Terminology

• Scheduling and Tracking Systems for Individual Proposal Elements
          and Status

• Graphic Design and Production

• Resources and Products for SOQ/ Proposal Production – including
          printing and binding

• Desktop Publishing Software

• Managing Activities of Specialized Consultants

• Presentation Software

• Visual Aids for Use in Presentations

• Post-Presentation or Post-Contract Award Debriefing Procedures

 5. Promotional Activity

	Strategic Planning Techniques
	Interpreting Results of Client Perception Surveys and Image Studies
	Communicating Firm’s Image and Objectives
	Procedures to Evaluate Effectiveness of Promotional Activity
	Advertising Media
	Business/ Social Etiquette and Protocol
	Trade Show Event Management
	Industry/ Media/ Civic Events
	Technical and Journalistic Publication Writing Techniques
	Sources for Press List
	Format and Content of Promotional Publications
	Tailoring Promotional Materials to Test Audiences
	Graphic Design
	Printing
	Copyright Laws and Authorized Use of Visuals
	Web Page Design
	Information Delivery Methods
	Slide Production Requirements and Costs
	Production and Use of Photography
	Techniques to Qualify, Interview and Select Vendors and Consultants
	Award Programs
	Submission Guidelines and Deadlines
	Special Events Planning

6. Information, Resource and Organizational Management

	Management and Motivational Techniques
	Records Management Systems for Project, Personnel, Consultant, Proposal and/or Visual Information
	Computerized Database Management Systems
	Staff Training Techniques
	Individual and Group Dynamics
	Leadership and Team-Building Principles
	Evaluation Techniques for Design/ Production Efficiency and Quality Control
	Promoting and Rewarding High-Quality Team Performance
	Effective Client Service
	Resource Management and Costs/ Benefit Analysis Techniques

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