Section outline

  • Overview

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    Course Description:

    As real estate business is always a million dollar business, marketing strategies in Real Estate business is also very critical, thoughtful and tactical. In real estate we need to deal with not only an expensive product but also with a high involvement product. Hence, strategic marketing  has ample role to play in any real estate business including real-estate brokerage. This particular course is actually a perfect blend of strategic marketing focusing to real estate product and brokerage services. This course aims to disseminate an array of knowledge about different marketing strategies adopted by local and international real estate companies with some remarkable case studies and experience sharing of industry experts. In addition an idea about licensed real estae brokerage services including policies and practices in different parts of the world will also be given.
    Objectives:
    The specific objectives of the course are
    • to provide elementary knowledge of organizational framework of real estate companies, different types real estate and brokerage business, functional and operational frameworks.
    • to provide basic knowledge about strategic marketing and marketing strategies adopted by different business industries. 
    • to introduce students with some remarkable cases of strategic marketing in the real estate sector of Bangladesh and abroad.
    • to facilitate students with a collaring platforms with alumni and industry experts in strategic marketing of real estate products.
    • to encourage and help students by providing all relevant information to become an ENTREPRENEUR. 
      Topics Covered:

      1. Marketing Strategy and Strategic Marketing.
      2. Strategic Marketing.
      3. Strategic Marketing concepts and cases.
      4. Competition Management.
      5. Negotiation Skills.
      6. Market and Trend Analysis.
      7. Real Estate Brokerage.
      8. Strategic Advertising.

      Learning Outcomes

      Upon completion of this course, students will be able to:
      • Use a vocabulary of strategic marketing terms correctly with ample knowledge of terminologies.
      • Demonstrate the ability to critically evaluate a marketing program of real estate and other industry from consumer and marketing practitioner viewpoints, including consideration of ethical implications.
      • Communicate clearly, in an organized fashion, the concepts of marketing in both oral and written work.
      • Demonstrate an understanding of how strategic marketing and brokerage system fits with the other business disciplines within an organization.

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        Assessment Criteria

        Note: Class tests are considered as a continuous assessment. There are also provisions of performance viva in each segment. However, the teachers follow class room assessment, written test etc.


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        Permanent Class Link URL
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        Google Meet Link

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        Meet Recording URL
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        Introductory Class

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        Globalization [05-10-2021]

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        Detailed Course Outline File
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    • Books


    • Guidelines

      Guidelines for Online Learners

    • Link to Archived Class Lectures.


           

    • Chapter-1

      Scopes and Challenges of Real Estate Marketing and Brokerage Service.

      Learning Objectives:
      Knowing about the tasks of International marketing.
      Knowing the reasons why environmental adjustment is needed.
      Learning the importance of self-reference criterion.
      Having some insights about the stages of International marketing Involvement.
      Learning outcomes:
      Able to know about the tasks of International marketing.
      Able to know the reasons why environmental adjustment is needed.
      Able to learn the importance of self-reference criterion.
      Able to To have some insights about the stages of International marketing Involvement.
      Learning Contents:
      The tasks of International marketing.
      The reasons why environmental adjustment is needed.
      Self-reference criterion.
      The stages of International marketing Involvement.

    • Chapter-2

      Strategic Marketing and Marketing Strategy

      Chapter Objective:
      1. Understanding the types of trade barriers.
      2. Understanding different types of trade Associations.

      Chapter outcomes:
      1. Able to understand the types of trade barriers,like tariff,quota embargo etc.
      2. Getting familiar with  different types of trade Associations,such as,GATT, NAFTA, EU, IMF, World Bank etc.
      Chapter Content:
      1.Meaning of "Balance of Payment"
      2.Types of trade barriers
      3. Types of Trade Associations

    • Chapter-3

      Strategic Marketing
      Learning Objectives:
      1.To have some understanding about Culture;
      2.To get insights of Elements of culture;
      3.To know about Cultural change.
      4. To have some Cultural knowledge.
      Learning Outcomes:
      1.Able to have some understanding about Culture;
      2.Able to get insights of Elements of culture;
      3.Able to know about Cultural change.
      4. Able to have some Cultural knowledge.
      Learning Content:
      1.Definition and Origins of Culture;
      2.Elements of culture;
      3.Cultural change;
      4.Cultural knowledge.

    • Archived Quizes


                                                                                                                    

    • Chapter 4

      Strategic Marketing Concepts and Cases:

      Learning Objective:
      1. Understanding Management style around the world
      2. Knowing the meaning of Business Ethics.

      Learning Outcomes:
      1. Able to understand Management style around the world
      2. Able to know the meaning of Business Ethics.

      Learning Content:
      1. Adaptation; Management style around the world;
      2. Gender bias in International Business;
      3. Business Ethics.

    • Assignment and Presentation

      Instruction for Assignment:
      1. Assignment with plagiarism is not accepted.
      2. You have to submit your assignment in due date.
      3. Assignment must include a cover page with i. Subject Title ii. Group member’s id with name. iii. Name of the Course Teacher iv. Date of submission.
       
      Instruction for Presentation:
      1. You have to prepare a PowerPoint presentation on the basis of your assignment.
      2. You have to make a video presentation of your own.

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        Self reference Criterion Assignment
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        How do the marketers check the self reference criteria in their promotional efforts?Explain their efforts by showing advertisement of different culture.
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        Submit your video presentation. Assignment
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        Make a submission

    • Chapter 5

      Competition Management:

      Learning Objective:
      1. To know Risk Of Global Business.
      2. To assess political Vulnerability.
      3. To understand the process of Lessening Political Vulnerability.

      Learning Outcomes:
      1. Able  to know Risk Of Global Business.
      2. Able to assess political Vulnerability.
      3. Able to understand the process of Lessening Political Vulnerability.

      Learning Content:
      1.The Sovereignty of nations;
      2.Forms of Government
      3.Political Risk Of Global Business.
      4.Assessing Political Vulnerability,
      5.Lessening Political Vulnerability.

    • Group Work:Global Marketing

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        Task for the Groups Assignment
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        Prepare PowerPoint slide according to your assigned chapters.


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        Pre Test Quiz
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        Answer all questions.

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        Post Test Quiz
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    • Chapter 6

      Negotiation Skills:

      Learning Objective:
      1. To understand the benefits of Global Marketing.
      2.To know the planning process.
      3.To learn Alternative market entry strategies.
      Learning Outcomes:
      1. Able to understand the benefits of Global Marketing.
      2.Able to know the planning process.
      3.Able to learn Alternative market entry strategies.
      Learning Content:
      1.Benefits of Global Marketing;
      2.Planning for Global Markets;
      3.Alternative market entry strategies.



    • Chapter 6

      Market and Trend Analysis:

      Learning Content:
      1.The Sovereignty of nations;
      2.Forms of Government
      3.Political Risk Of Global Business.
      4.Assessing Political Vulnerability,
      5.Lessening Political Vulnerability.

      Learning Objectives:
      1.To understand the meaning of Quality,
      2.To know Products and culture,
      3.To analyze Product components for Adaptation;
      4.To measure Consumer services globally.
      5.To evaluate brands in international Markets.

      Learning Outcomes:
      1. Able to understand the meaning of Quality,
      2. Able to know Products and culture,
      3. Able to analyze Product components for Adaptation;
      4. Able to measure Consumer services globally.
      5.Able to evaluate brands in international Markets.


    • Chapter 7

      Real Estate Brokerage:

      Learning Objective:
      1. To understand distribution pattern and factors affecting choice of channels.
      2. To know the ways of Locating, selecting and motivating channel members
      Learning Outcomes:
      1. Able to understand distribution pattern and factors affecting choice of channels.
      2. Able to know the ways of Locating, selecting and motivating channel members
      Learning Content:
      1.Distribution pattern;
      2.Factors affecting choice of channels;
      3.Locating, selecting and motivating channel members.

    • Chapter 8

      Strategic Advertising:

      Learning Objectives:
      1.To have some understanding about Pricing Policy.
      2.To know the meaning of Price escalation;
      3.To have some knowledge about the approaches to reduce price escalation.

      Learning Outcomes:
      1. Able to have some understanding about Pricing Policy.
      2. Able  to know the meaning of Price escalation;
      3. Able to have some knowledge about the approaches to reduce price escalation.

      Learning Content:
      1.Pricing Policy;
      2.Approaches to International Pricing;
      3.Price escalation;
      4.Approaches to reduce price escalation.



    • IKEA Case Study

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        Meet Recording URL
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        Quiz-1
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      • resource icon
        IKEA PPT File
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      • quiz icon
        Quiz-2
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      • resource icon
        PPT File
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      • resource icon
        PPT File
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        Advertising