“Everyone (in the firm) markets.” Sure, we always say that, but is this sentiment truly entrenched within the culture—and the intellectual bandwidth—of our staff? Or does it fall on deaf ears? Or require arm-twisting?
Since this is my 101st Scarlett Letter post, I am dedicating this post to the health and success of the AEC profession. I write today with a special plea about the future of design and construction: specifically, about the students of architecture, engineering, and construction.
To this day, I’m frustrated to report that many design and engineering schools still do not offer business courses (much less courses with a focus on soft skills) as required coursework for graduation. As a result, many of us (including myself) graduate with a BS or BA in architecture, interior architecture, one of the various engineering tracks, or construction management…….with little or no business awareness. {Note: universities with majors in construction management likely place a greater emphasis on business components of the profession}. The students’ option, then, is to either receive a masters in business or something business-related (in my case, an M.S. in Managerial Communications at Northwestern University) or learn through the ‘school of life’ route.
Well then, it’s no wonder that it takes us so much extra work to rally the troops in our firms to engage in the business side of the business! Here’s what’s missing from their academic education:
* business development; marketing; public relations
* client communications and relationships
* operations
* business strategy
* finances/accounting
* human resources
* information technology
Wouldn’t it be wiser for our professionals to approach these business areas with maturity at an earlier stage in their careers? Academia is only one part of the equation, but it certainly primes the entry-level staff to be ready for learning the ‘real life’ version.
In the past, I’ve proposed business development and marketing classes to two design schools here in Chicago. So far, the interest is only moderate at best, and it would be considered an elective rather than a requirement. This is a start, but what student would choose to take a business class over a studio class? Very few!
I make this ‘public’ for two reasons.
1. To force myself to revisit this issue locally at schools like IIT (architecture); Northwestern (for engineering); Harrington Institute (interior architecture); Columbia College (interior architecture; I already teach there in another department); University of Illinois at Chicago (architecture). By stating it ‘out loud’ to readers, I have no choice but to make good on my intention to pitch a marketing/business development class as a required course!!
2. To ask you, dear readers, what are you doing in your own respective communities to improve the business aspect of the degrees that people in AEC receive? Many of our industry practitioners ‘give back’ by serving as adjunct professors at various design and engineering schools across the country. How many are pushing the business side of the AEC business? I propose that we share ideas on how this can be done (or has been done!?) so that our younger professionals will not be left floundering. Instead start off on the right foot from the get-go regarding business related issues.
I’d welcome any of your ideas, and would also welcome you to prove me wrong by citing examples of U.S. schools that are, in fact, including the business aspects of AEC into their required coursework for technical degrees.