Real Estate Marketing

Marketing plays an essential role in real estate as it does in all business. The purpose of this course is to examine the basic principles of marketing and to consider how they apply in the real estate context. In that regard, real estate is a product with similarities to other products, as well as also differing in many relevant aspects. Building on the understandings of similarities and differences, key aspects of marketing strategy as it applies to real estate will be considered. In addition, variations in the role of marketing as related to the particular sector of the industry and segment of consumer or end user considered (e.g., apartment versus office properties; household consumers versus commercial consumers) will also be investigated. International aspects will also be considered since many real estate firms operate globally in terms of ownership, brokerage and/or other services provided.