You need to define it with ARG in Dockerfile before using:
FROM alpine:3.3
ARG folderVariable=./my-folder # Optional default value to be `./my-folder`
COPY ${folderVariable} /opt/my-folder
And build it like:
docker build --build-arg folderVariable=./folder-copy -t test .
More details please refer to: https://docs.docker.com/engine/reference/builder/#arg