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The Strategic Marketing Management for Real Estate Business will focus in grooming students to have a proper understanding on the market segmentation in consumers behaviour. It will also provide participants with adequate knowledge in identifying products with high competitive advantage.

Objective of the study

  • Participants will have a proper understanding on consumer’s behaviour in terms of demand and supply.
  • They should have the ability to make decisions in identifying suitable locations that will help realise certain objectives.

Course Content

  • Fundamentals of property demand and supply concepts
  • Location analysis
  • Value chain analysis
  • Market area delineation; definition of market area, method of market delineation, primary market and secondary market area.
  • Market opportunities
  • Market segmentation and targeting
  • Market capture or penetration studies
  • Market absorption studies
  • Price determination, competition and affordability
  • Marketing and sales planning
  • Market research and feasibility studies
  • Branding and marketing positioning (corporate and product)

Course Curriculum

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