Engineering education and marketing of engineering business enterprise : the case of construction education

Abstract: The remarkably challenging features of the construction industry in the 21" century are globalization, the restructuring of the world economy, changes experienced in project financing and delivery systems, the pervasive utilization of information and communication technologies (ICT, and the increasing intensity of competition which threatens the growth, survival and profitability of engineering businesses with construction being the most affected. Marketing as a management function, which has been identified as imperative for businesses facing such challenges has not been welcomed by the construction industry. Marketing in consternation is marked by misconceptions, misperceptions, lack of understanding among others which are traceable to education and training of construction management team members. This paper examines the aspects of construction education that impacts negatively on marketing performance of construction businesses, namely content and structure of curriculum for construction education, availability of construction marketing research reports and teacher qualification for teaching marketing to construction students. Finding reveal that the content of construction marketing syllabus is outdated and fall short of elements necessary for effective teaching the state of the art marketing in construction. Paucity of construction marketing research and lack of general helpful literature remains a challenge. Qualification of teachers appears to be a big challenge. Urgent need exist for revision of existing syllabus, efforts at addressing research towards addressing existing challenges with marketing in construction and guidelines for preparing teachers for teaching marketing to construction students. Construction education consultants, curriculum developers, construction education and training institutions and similar professional organization will find this useful