Graduation Semester and Year

2013

Language

English

Document Type

Thesis

Degree Name

Master of Landscape Architecture

Department

Landscape Architecture

First Advisor

Pat D. Taylor

Abstract

This thesis examines the marketing practices of small landscape architecture firms to determine whether a marketing plan enables small firms to focus their practice and thereby gain business opportunities in North Texas. A firm's business growth is evaluated according to the development, implementation, and regular review of goals set forth. The results of the study address the professional practice of landscape architecture by identifying recent small firm marketing practices for use as a guide. The literature review details the development of a marketing plan for three main purposes: to review a firm's strengths and weaknesses, to focus its vision and mission, and to target clients with the needs and wants that the firm aims to satisfy (Crane 1999; Lamb, Hair, McDaniel 2012; Marshall 1981). Having a singular focus aids a firm to direct its expertise toward distinct client wants and needs. Qualitative research is informed through a literature review of business marketing with a particular focus on the marketing of professional service businesses. Following this, personal interviews were conducted by the researcher with small landscape architecture firm owners or their marketing department directors. The responses are evaluated as to how marketing affects a firm's professional practice. The data show that the respondents interviewed equate a marketing plan with marketing activity. Though some of the firm principals have made a conscious decision that they have no need for a written marketing plan, each of the firms in the study speak of a focus that aims them toward business targets. Details of the foci of the interviewed firm leaders are evaluated in the thesis. In conclusion, this thesis' data show that small landscape architecture firms determine to market without using a formal marketing plan. A marketing plan has significance in that it integrates marketing activity with the vision, goals, and objectives of the firm. Because a marketing plan provides guidance to the marketing activity and acts as an evaluative and monitoring device it can help keep a firm on a secure business track (Koren 2005; Littlefield 2005).

Disciplines

Architecture | Landscape Architecture

Comments

Degree granted by The University of Texas at Arlington

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