RE4008 Marketing Techniques and Strategies Syllabus:

RE4008 Marketing Techniques and Strategies Syllabus – Anna University PG Syllabus Regulation 2021

OBJECTIVES:

 To facilitate understanding of the conceptual framework of marketing and its applications in decision making under various environmental constraints.
 To understand real estate marketing strategy with particular emphasis on the practical dimension of branding and pricing mechanisms of property.
 To identify customer needs and assess their risk appetite keep the consumer informed and engaged through advertising.
 To understand the relevance of research in marketing and develop innovations in content marketing responding to societal needs.
 Students understands advances in technology and international business trends and how they are reshaping real estate marketing

UNIT I MARKETING CONCEPTS AND TRENDS

Concept, nature, scope and importance of marketing; Marketing concept and its evolution; Marketing mix; Strategic marketing planning – an overview. Market Analysis and Selection: Marketing environment (macro and micro components) – impact on marketing decisions; Market segmentation and positioning; Target Market Analysis & Value Creation.

UNIT II BRANDING AND PRICING

Branding – strategic implications, New product development and consumer adoption process. Pricing Decisions, Factors affecting price determination, Pricing policies and strategies; Case Studies. Traditional marketing process and digital marketing process – Marketing of residential property and agencies, networking and business development best practices

UNIT III MARKETING TECHNIQUES and COMMUNICATION

Distribution Channels: Nature, functions, and types- Retailing and wholesaling. Real Estate Promotion Decisions: Communication Process; Promotion mix – advertising, personal selling, sales promotion, publicity and public relations; Advertising effectiveness; Sales promotion, targeted selling and marketing -tools and techniques in real estate practices. Case Studies

UNIT IV MARKETING RESEARCH AND ORGANISATION

Marketing Research: Meaning and scope of marketing research; Marketing research process. Consumer decision making process and behaviour, consumer versus organizational buyers, Marketing Organisation and Control: Organising and controlling marketing operations

UNIT V ISSUES AND LATEST DEVELOPMENTS

Social, ethical and legal aspects of marketing; Marketing of services; International marketing; Green marketing; Cyber marketing; Relationship marketing and latest developments of marketing.

TOTAL: 45 PERIODS

OUTCOMES:

CO1 The student will acquire in depth knowledge in various types of marketing concepts and relate best business practices to the new paradigm of marketing.
CO2 The students will gain knowledge in expressing the Brand through Content Marketing capitalizing on the brand’s Unique Situation
CO3 The student gain expertise in understanding organising and controlling marketing operations through promotion decisions.
CO4 Helps develop a marketing strategy that incorporates values and objectives through marketing research.
CO5 The course will provide students the basis for marketing activities and an exposure to the latest trends in digital marketing

REFERENCE:

1. Real Estate Sales & Marketing, 3rd Edition, Rosenauer & Mayfield, Thomson Southwestern.
2. The complete guide to real estate marketing – Diego de Giovanni (2019)
3. Consumer Behaviour – Leon G. Schiffman, , Peter J. Tobin Joe Wisenblit, S. Ramesh Kumar,(2018)
4. Integrated Advertising, Promotion and Marketing Communications 6th Edition (English, Paperback, Kenneth E. Clow, Donald E. Baack) (2014)
5. Social Media Marketing for Real Estate: Learn how to boost visibility and generate thousands of sales using social-media marketing. (2021)