Real Estate Marketing & Communication
Niveau
Introduction & in-depth study
Learning outcomes of the courses/module
The participants:
• explain the fundamentals and objectives of marketing in the real estate industry.
• analyze market and target-group structures in the national and international real estate environment.
• develop simple marketing and communication strategies for real estate products and services.
• design presentation and communication materials tailored to the target group.
• reflect on cultural and ethical aspects of communication in international business contexts.
• explain the fundamentals and objectives of marketing in the real estate industry.
• analyze market and target-group structures in the national and international real estate environment.
• develop simple marketing and communication strategies for real estate products and services.
• design presentation and communication materials tailored to the target group.
• reflect on cultural and ethical aspects of communication in international business contexts.
Prerequisites for the course
Business, Economics & Financing
Course content
- Fundamentals and instruments of real estate marketing
- Market and target-group analysis in national and international contexts
- Marketing strategies and positioning of real estate projects
- Communication policy: corporate communication, branding, public relations
- Digital marketing channels
- Design of property brochures, presentations and client dialogues
- Intercultural communication and value orientation in the global market
- Case studies of successful real estate marketing
- Market and target-group analysis in national and international contexts
- Marketing strategies and positioning of real estate projects
- Communication policy: corporate communication, branding, public relations
- Digital marketing channels
- Design of property brochures, presentations and client dialogues
- Intercultural communication and value orientation in the global market
- Case studies of successful real estate marketing
Recommended specialist literature
- Bansude, S., & Hittalmani, V. (2021). Impact of digital marketing on real estate business. International Journal of Health Sciences, 172–183. https://doi.org/10.53730/ijhs.v5nS1.5395
- Kreutzer, R. T., & Klose, S. (2025). Practice-Oriented Online Marketing: Concepts – Tools – Checklists. Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-49745-3
- Luis, J. F., Catulo, J. D. O., Rodrigues, J. D., Piedade, N. R., & Marcos, A. D. F. (2022). The impact of the Digital Marketing in Real Estate The past, present and future of the sector. 2022 17th Iberian Conference on Information Systems and Technologies (CISTI), 1–7. https://doi.org/10.23919/CISTI54924.2022.9820245
- Stark, J. (2025). Digital Transformation of a Real Estate Company. In J. Stark, Digital Transformation of Industry (pp. 93–95). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-71590-7_17
- Kreutzer, R. T., & Klose, S. (2025). Practice-Oriented Online Marketing: Concepts – Tools – Checklists. Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-49745-3
- Luis, J. F., Catulo, J. D. O., Rodrigues, J. D., Piedade, N. R., & Marcos, A. D. F. (2022). The impact of the Digital Marketing in Real Estate The past, present and future of the sector. 2022 17th Iberian Conference on Information Systems and Technologies (CISTI), 1–7. https://doi.org/10.23919/CISTI54924.2022.9820245
- Stark, J. (2025). Digital Transformation of a Real Estate Company. In J. Stark, Digital Transformation of Industry (pp. 93–95). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-71590-7_17
Assessment methods and criteria
Portfolio assessment
Language
English
Number of ECTS credits awarded
2
Semester hours per week
Planned teaching and learning method
Lectures, discussions, case studies, group work
Semester/trimester in which the course/module is offered
2