EMS 3684 Real estate marketing
APPLIES TO ACADEMIC YEAR 2016/2017 Norwegian version |
EMS 3684 Real estate marketing
Responsible for the course
Paul H Fjeldheim, Roy Willy Elvegård
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 Damm akademisk
Bråthen, Tore og Margrethe Røse Soll, red. Lærebok i praktisk eiendomsmegling. Del 1. Siste utgave. Norges eiendomsmeglerforbund. Side 102 - 136
Bråthen, Tore. 2013. Eiendomsmeglingsloven : lov av 29. juni 2007 nr. 73 om eiendomsmegling : kommentarutgave. Universitetsforlaget. Kapittel 6.
Cialdini, Robert B. 2011. Påvirkning : teori og praksis. 2. utg. Abstrakt forlag. (norsk utgave)
Lunde, Tore, Ingvild Mestad og Terje Lundby Michaelsen. 2015. Markedsføringsloven : med kommentarer. 2. utg. Gyldendal juridisk
Norges Eiendomsmeglerforbund. Norges Eiendomsmeglerforbunds håndbok. Siste utg. Norges Eiendomsmeglerforbund
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 and Greg W. Marshall. 2013. Sales force management. 11th ed. Routledge
Zeithaml, Valerie A., Mary Jo Bitner, Dwayne D. Gremler. 2013. Services marketing : integrating customer focus across the firm. 6th ed. McGraw-Hill/Irwin
Other:
Kunøe, Gorm. 2014. Kompendium til markedsføring og salg av eiendomsmeglertjenester. 3. utgave. ScanForum AS
Course outline
- 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.
Students will have the opportunity to submit a written work in marketing topics and juridical topics for correction and feedback.
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 |
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.
Additional information
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