This semester 2 module aims to provide students with a fundemental understanding of the core marketing principles. This knowledge will provide the foundations upon which a variety of marketing theories and concepts can be explored in the context of estate agency practice.
Introduction to Marketing and the Marketing Environment
The nature of marketing; marketing defined;the social nature of marketing;the role of marketing in enterprise development. Macro and Micro environmental forces impacting on marketing.
Marketing Planning, Marketing Information and Marketing Research
The nature and process of marketing planning; the marketing plan; the marketing information system and the market research process.
Market Segmentation, Target and Positioning:
The segmentation, targeting and positioning process; bases for segmentation; target marketing; positioning strategies.
Thr Marketing Mix:
The 7P's of Services Marketing, The Characteristics of Services, Product and Branding decisions; New Product Development; Pricing Decisions; Marketing Communications; Marketing Channels.
Property Sales Techniques and Sales Methods
The selling process: Prospecting: Approach: Presentation: Closing the sale. Private treaty, Public Auction - Definition & Discussion of issues. Taking on property for sale, Inspection and Valuation procedure, Securing Instructions, Budgets, Fees & Expenses. Auction Process and preparations along with Podium training
Facilitating a Fast Property Close
Practical steps involved in facilitating a swift closures.
Viewings & Negotiations
Purpose of the viewing, preparation for the viewing, viewing procedure, personal and property security, post viewing. Definition, Objectives, Conflict of Interest, Conflict of Rights, The Good Negotiator, Negotiation Process, Skills and Rights, Significance of NVC.
ICT
The use of ICT in marketing and sales activities of an Estate Agent
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 40 |
| Formal Examination | 60 |