Marketing Architecture in Canada: Exploring the Architecture Profession's Understanding and Use of Marketing: 1955 - 1985 to Present
Bibliographic record
Abstract
Marketing, which includes the process of communicating and delivering value to its target audience, has struggled to find its footing within the architecture profession. Researchers have suggested that architects believe it is unprofessional to be associated with business and marketing. The term 'marketing' has often been used pejoratively in the books, professional journals, and documents written for and by architects. Professional architectural associations and advocacy organizations have perpetuated an urgency to properly communicate the value of architecture and the architect's role. However, the ethical guidelines have made promoting architecture and architects' roles challenging to implement. The shifting rules imposed by associations regarding marketing have contributed to the profession's persistent disassociation with marketing. This dissertation looks at the historical conversations regarding marketing within the context of contemporary questions raised through the 'project of architecture' -POP // CAN // CRIT 2017: Marketing and Promotion of Architecture in Canada, which took place on October 27, 2017, in Toronto, Canada. This national symposium brought together professionals in the architecture industry to discuss the role of marketing within the Canadian architecture industry. It sought to open the conversation on marketing for the profession and serves as a resource for the dissertation research.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.005 | 0.009 |
| Meta-epidemiology (narrow) | 0.001 | 0.001 |
| Meta-epidemiology (broad) | 0.001 | 0.000 |
| Bibliometrics | 0.006 | 0.016 |
| Science and technology studies | 0.049 | 0.025 |
| Scholarly communication | 0.018 | 0.006 |
| Open science | 0.002 | 0.005 |
| Research integrity | 0.002 | 0.006 |
| Insufficient payload (model declined to judge) | 0.005 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".