Real Estate Marketing & Business Planning
Niveau
Introductory & advanced
Learning outcomes of the courses/module
The participants:
• describe and explain the basic strategies, instruments, and processes of real estate marketing and business planning.
• analyze market, location, and competitive conditions for real estate products and services.
• develop simple marketing and communication concepts for real estate projects, taking target groups, market trends, and sustainability aspects into account.
• calculate and assess key metrics of business planning.
• integrate and present marketing and financial aspects within a consistent corporate strategy.
• describe and explain the basic strategies, instruments, and processes of real estate marketing and business planning.
• analyze market, location, and competitive conditions for real estate products and services.
• develop simple marketing and communication concepts for real estate projects, taking target groups, market trends, and sustainability aspects into account.
• calculate and assess key metrics of business planning.
• integrate and present marketing and financial aspects within a consistent corporate strategy.
Prerequisites for the course
Introduction to Real Estate & Facility Management
Course content
- Fundamentals of real estate marketing: markets, target groups, positioning
- Market and location analysis (macro and micro factors)
- Marketing instruments in the real estate industry (product, price, communication, distribution)
- Corporate identity, branding, and digital communication
- Fundamentals of business planning and control
- Financial planning: budgeting, investment, and liquidity planning
- SWOT analyses, business plan, and success factors in the real estate context
- Market and location analysis (macro and micro factors)
- Marketing instruments in the real estate industry (product, price, communication, distribution)
- Corporate identity, branding, and digital communication
- Fundamentals of business planning and control
- Financial planning: budgeting, investment, and liquidity planning
- SWOT analyses, business plan, and success factors in the real estate context
Recommended specialist literature
- Brauer, K.-U. (Ed.). (2019). Grundlagen der Immobilienwirtschaft: Recht - Steuern - Marketing - Finanzierung - Bestandsmanagement - Projektentwicklung (10., überarbeitete und aktualisierte Auflage). Springer Gabler. https://doi.org/10.1007/978-3-658-21682-5
- Kippes, S. (2020). Professionelles Immobilienmarketing: Marketing-Handbuch für Makler, Bauträger, Projektentwickler und Immobilienverwalter (2nd ed). Franz Vahlen.
- Lefèvre-Sandt, E. N. (2017). Immobilien erfolgreich vermarkten: Praxiserprobte Strategien und Techniken für Makler (4. Aufl. 2017). Springer Gabler. https://doi.org/10.1007/978-3-658-15314-4
- Kippes, S. (2020). Professionelles Immobilienmarketing: Marketing-Handbuch für Makler, Bauträger, Projektentwickler und Immobilienverwalter (2nd ed). Franz Vahlen.
- Lefèvre-Sandt, E. N. (2017). Immobilien erfolgreich vermarkten: Praxiserprobte Strategien und Techniken für Makler (4. Aufl. 2017). Springer Gabler. https://doi.org/10.1007/978-3-658-15314-4
Assessment methods and criteria
Portfolio assessment
Language
German
Number of ECTS credits awarded
6
Semester hours per week
Planned teaching and learning method
Lectures, discussions, exercises, case studies, group work
Semester/trimester in which the course/module is offered
3