EMS 3684 Real estate marketing

APPLIES TO ACADEMIC YEAR 2012/2013

EMS 3684 Real estate marketing

Responsible for the course
Paul H Fjeldheim, Gorm Kunøe

Department
Department of Marketing

Term
According to study plan

ECTS Credits
15

Language of instruction
Norwegian

Introduction

    Learning outcome
    The course aims to give students in-depth knowledge of central aspects of service marketing that are relevant for real estate studies. The course includes the subject areas information related and consumer behaviour, sales and sales management, marketing research as well as service management. Lectures, student guidance and assignments shall as far as possible incorporate the particular characteristics of the real estate business and law.

    The target of the course is to raise the knowledge of the students to a level where they are able to plan and take responsibility for their own marketing and selling effort in a legal and ethical way.

    Acquired knowledge
    • To comprehend what it means in practice to gain the competence that enables the student to function as a professional sales person and a sales manager.
    • Get the competence that enables the student to establish and develop customer relations.
    • In order to secure learning it is emphasised that the student should be prepared for class, to that effect cases will be distributed before each lecture and are supposed to be solved before the lecture in question.

    Acquired skills
    • The students must be made able to contact prospects and to go through a sales process.
    • Be able to single handed develop a sales plan that fulfil the activity targets set by the sales manager, and make a plan for building customer relationships.

    Reflection
    • During the course the student must understand that the sales person is indispensable to the company, and at the same time is an active brand builder towards new and existing customers.
    • Through a professionalising process the course shall establish a critical and constructive attitude to sales, and during the course develop good understanding for the ethical and legal sides of the sales process.

    Prerequisites
    The student must have completed the two first years of Bachelor in Real Estate or equivalent.

    Compulsory reading
    Books:
    Alm, Kristian. 2012. Yrkesetikk : utfordringer for næringsliv og finans. Universitetsforlaget
    Andreassen, Tor Wallin. 2006. Serviceledelse : planlegging og styring av sannhetens øyeblikk. 5. utg. Gyldendal akademisk. Kapitlene 1 og 6 er ikke eksamensrelevante
    Berg, Petter A. 2012. Kunsten å selge : etablere, beholde og utvikle salgsrelasjoner. 5. utg. Cappelen akademisk forlag
    Bråthen, Tore og Margrethe Røse Solli, red. 2011. Lærebok i praktisk eiendomsmegling. Del 1. 3. utg (rev). Norges eiendomsmeglerforbund. Side 102 - 136
    Cialdini, Robert B. 2011. Påvirkning : teori og praksis. 2. utg. Abstrakt Forlag. (norsk utgave)
    Lunde, Tore, Ingvild Mestad og Terje Lundby Michaelsen. 2010. Markedsføringsloven : med kommentarer. Gyldendal akademisk
    Rosén, Karl og Dag Henden Torsteinsen. 2008. Eiendomsmegling : rettslige spørsmål. 2. utg. Gyldendal akademisk. Side 219 - 325

    Recommended reading
    Books:
    Christoffersen, Svein Aage, red. 2011. Profesjonsetikk : om etiske perspektiver i arbeidet med mennesker. 2. utg. Universitetsforlaget
    Johnston, Mark W., Greg W. Marshall. 2011. Churchill/Ford/Walker's sales force management. 10th ed. McGraw-Hill/Irwin
    Zeithaml, Valerie A., Mary Jo Bitner, Dwayne D. Gremler. 2012. Services marketing : integrating customer focus across the firm. 6th ed. McGraw-Hill/Irwin

    Other:
    Kunøe, Gorm. 2011. Kompendium til markedsføring og salg av eiendomsmeglertjenester. 2. utgave. ScanForum AS


    Course outline
    1. Juridical topics
      Legal rules on the practice of the real estate profession, including the new Estate Agency Act, regulation of real estate agencies, rules on marketing and ethical rules.

    2. Sales and Marketing related topics
    • Service management
    • Personal Sales and Sales Planning
    • Ethics in professions
    • Power of influence - Effective techniques

    Computer-based tools
    No specified computer-based tools are required.

    Learning process and workload
    The course runs over one semester with a total of 84 teaching hours. Teaching is conducted through lectures, teamwork and practical exercises. Assignments and cases will also be handed out, to be solved individually.

    As part of the teaching programme the students are divided into small discussion groups and will work on assignments associated with each topic. The assignments will be discussed and reviewed in class after the discussion group work. The lecture form of teaching requires that the students before each lecture have studied the syllabus and the rules of law for the topic in question. The students are required to bring the code of laws and other study aids to the lectures and become familiar with them while studying the various topics. Parts of the syllabus must be studied through self-tuition.

    Coursework requirements
    One mandatory hand-in assignment is set in the course, and will be graded by the lecturer or another qualified person.

    Recommended workload in hours
    Activity
    Use of hours
    Participation in lectures
    66
    Discussion group work supervised by the lecturer
    18
    Preparations for lectures
    90
    Self-tuition / reading syllabus
    96
    Work on assignments / term paper
    130
    Total recommended use of hours
    400

      Coursework requirements
      The two hand-in assignments must be completed and approved before the student can sit for the exam.

      Examination
      The students are evaluated through a term paper in proximity to the estate agency business, based on the syllabus. The paper is to be written indivudally or in groups of up to three students. The paper is to be written in the course of one week.

      Examination code(s)
      EMS 36841 Term paper, counts 100% to obtain final grade in EMS 3684 Real estate marketing, 15 credits

      Examination support materials
      All aids are allowed.

      Re-sit examination
      Re-sit examiniation is offered every term for students that have not passed the term paper or wish to improve their grade.
      Students that have not got approved the coursework requirements(two assignments) will not be allowed to hand in the term papersit for final exam, and must re-take the assignments during the next scheduled course.

      Additional information

      Semesters

      Translations