Real Estate Sales and Marketing, Postgraduate Course
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Seminar or Course Number 180 - Real Estate Sales and Marketing, Diploma – Postgraduate Course, Leading to Diploma – Postgraduate – in Real Estate Sales and Marketing, Triple-Credit, 90 Credit-Hours, accumulating to a Postgraduate Certificate, with 90 additional Credit-Hours, and a Postgraduate Diploma, with 270 additional Credit-Hours. Contents include Capturing Customer Value, Deconstructing Marketing, Understanding the Marketplace, Customer Needs, Designing a Customer-Driven Marketing Strategy, Preparing an Integrated Marketing Plan, Building Customer Relationships, Capturing Value, Changing Marketing Landscape, Company and Marketing Strategy, Partnering to Build Customer Relationships, Companywide Strategic Planning, Defining Marketing’s Role, Designing the Business Portfolio, Planning Marketing, Partnering to Build Customer, Relationships,

 

Marketing Strategy and the Marketing Mix, Managing the Marketing Effort, Measuring and Managing Return, Marketing Investment, Analysing the Marketing Environment, Company’s Microenvironment, Company’s Macro-environment, Demographic Environment, Economic Environment, Natural Environment, Technological Environment, Political and Social Environment, Cultural Environment, Responding to the Marketing Environment, Sorting Social Threats, General Social Context, Urban-Suburban Preference, Demographic Factors, Age Range of Population, Ethnic Mix, Social Mobility, Geographic Mobility, Skills Levels, Behavioural Patterns, Changing Expectations, Social/Environmental Sensitivity, Analysing Technological Threats, E-Commerce its impact on Client/ Customer Relationship Management CRM, Development and use of technology, Affordability of technology.

 

Seminar or Course Number 180 - Real Estate Sales and Marketing Seminar or Course, Leading to Diploma – Postgraduate – in Real Estate Sales and Marketing (Triple-Credit), Accumulating to a Postgraduate Diploma.

 

Course Co-ordinator:        

Prof. Dr. R. B. Crawford is Course Coordinator. He is the Director of HRODC Postgraduate Training Institute, A Postgraduate-Only Institution. He has the following Qualifications and Affiliations:

Doctor of Philosophy {(PhD) {University College London (UCL) - University of London)};

MEd Management (University of Bath);

Postgraduate (Advanced) Diploma Science Teacher Ed. (University of Bristol);

Postgraduate Certificate in Information Systems (University of West London, formerly Thames Valley University);

Diploma in Doctoral Research Supervision, (University of Wolverhampton);

Teaching Certificate;

Fellow of the Institute of Management Specialists;

Human Resources Specialist, of the Institute of Management Specialists;

Member of the Asian Academy of Management (MAAM);

Member of the International Society of Gesture Studies (MISGS);

Member of the Standing Council for Organisational Symbolism (MSCOS);

Member of ResearchGate;

Executive Member of Academy of Management (AOM). There, his contribution incorporates the judging of competitions, review of journal articles, and guiding the development of conference papers. He also contributes to the Disciplines of:

Human Resources;

Organization and Management Theory;

Organization Development and Change;

Research Methods;

Conflict Management;

Organizational Behavior;

Management Consulting;

Gender & Diversity in Organizations; and

Critical Management Studies.

Professor Dr. Crawford has been an Academic in the following UK Universities:

University of London (Royal Holloway), as Research Tutor;

University of Greenwich (Business School), as Senior Lecturer (Associate Professor), in Organisational Behaviour and Human Resource Management;

University of Wolverhampton, (Wolverhampton Business School), as Senior Lecturer (Associate Professor), in Organisational Behaviour and Human Resource Management;

London Southbank University (Business School), as Lecturer and Unit Leader.

His responsibilities in these roles included:

Doctoral Research Supervisor;

Admissions Tutor;

Postgraduate and Undergraduate Dissertation Supervisor;

Programme Leader;

Personal Tutor.

  

Duration: 15 Days

 

Cost:   £18,000.00 Per Delegate                     

 

The course cost does not include living accommodation. However, delegates are treated with the following:

 Free Continuous snacks throughout the Event Days;  

 Free Hot Lunch on Event Days;                           

 Free City Tour;             

 Free Stationery;                               

 Free On-site Internet Access;

HRODC Postgraduate Training Institute’s   Diploma – Postgraduate; or

Certificate of Attendance and Participation – if unsuccessful on resit.

 

HRODC Postgraduate Training Institute’s Complimentary Products include:

 

HRODC Postgraduate Training Institute’s Leather Conference Folder;

HRODC Postgraduate Training Institute’s Leather Conference Ring Binder/ Writing Pad;

HRODC Postgraduate Training Institute’s Key Ring/ Chain;

HRODC Postgraduate Training Institute’s Leather Conference (Computer – Phone) Bag – Black or Brown;

HRODC Postgraduate Training Institute’s 8GB USB Flash Memory Drive, with Course/ Programme Material;

HRODC Postgraduate Training Institute’s Metal Pen;

HRODC Postgraduate Training Institute’s Polo Shirt.

 

Location:  Central London and International Locations

 

Daily Schedule: 9:30 to 4:30 pm.

 

 

For Whom This Course is Designed

This Course is Designed For:

Business Studies Lecturers;

Entrepreneurs;

Executives Directors;

Fund Managers;

General Marketing Specialists;

Investment Managers;

Marketing Consultants;

Marketing Directors;

Marketing Executives;

Marketing Managers;

Portfolio Managers;

Postgraduate Students;

Real Estate Agents;

Real Estate Developers;

Real Estate Managers;

Real Estate Managers;

Sales Managers;

Venture Capitalists;

All others seeking an enhanced understanding of Sales and Marketing in the Real Estate Sector.

  

Seminar or Course Number 180 - Real Estate Sales and Marketing Seminar or Course, Leading to Diploma – Postgraduate – in Real Estate Sales and Marketing (Triple-Credit), Accumulating to a Postgraduate Diploma.

 

 

Course Contents, Concepts and Issues

 

 

Part 1: Marketing: Creating and Capturing Customer Value

 

Defining and Deconstructing Marketing;

Understanding the Marketplace and Customer Needs;

Designing a Customer-Driven Marketing Strategy;

Preparing an Integrated Marketing Plan and Program;

Building Customer Relationships;

Capturing Value from Customers;

The Changing Marketing Landscape.

 

 

Part 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

 

Companywide Strategic Planning: Defining Marketing’s Role;

Designing the Business Portfolio;

Planning Marketing: Partnering to Build Customer;

Relationships;

Marketing Strategy and the Marketing Mix;

Managing the Marketing Effort;

Measuring and Managing Return on Marketing Investment.

 

 

Part 3: Analysing the Marketing Environment

 

The Company’s Microenvironment;

The Company’s Macro-environment;

Demographic Environment;

Economic Environment;

Natural Environment;

Technological Environment;

Political and Social Environment;

Cultural Environment;

Responding to the Marketing Environment.

 

Part 4: Managing Marketing Information to Gain Customer Insights

 

Marketing Information and Customer Insights;

Assessing Marketing Information Needs;

Developing Marketing Information;

Marketing Research;

Analyzing and Using Marketing Information;

Other Marketing Information Considerations.

 

Part 5: The International Marketplace

 

International Markets VS Global Markets;

Why International Markets?

Characteristics of the International Market;

Factors Affecting Internationalization Decision;

Deciding Which Markets to Enter;

Choosing the International Segment to Infiltrate;

Operational Organisation for International Marketing and Sales.

Part 6: Contextualising Strengths and Weaknesses (SW), and their Organisational Implications for Real Estate Business Operation

 

Conducting a Business or Organisation’s Internal Analysis: Determining Its Strengths and Weaknesses (SW);

Assessing Business or Organisational Strengths;

Determining the Business m or Organisation’s Weaknesses;

Eliminating Business and Organisational Weaknesses or Conceding ‘Exposure’ Avoidance?;

Aligning Business or Organisational Strengths with Its Strategic and Operational Plans.

 

 

Part 7: Strategic Operational Review: Conceptualising Political, Economic, Social, Technological, Environmental (PESTEL) External Uncontrollable Factors (1)

 

Constituents and Importance of Strategic Operational Review

 

Political Context:

Bilateral Trade Agreements;

Multilateral Agreements;

Employment Tribunal Rulings;

Wage Regulations;

Equality and anti-discriminatory Act;

Disability Rights Act;

Equal Opportunity Act;

Sex Discrimination Act;

Sex Discrimination or Related Act;

Gender Reassignment or Similar Act;

Other Employment Related Acts.

 

Part 8: Strategic Operational Review: Conceptualising Political, Economic, Social, Technological, Environmental (PESTEL) External Uncontrollable Factors (2)

 

Economic Context:

Economic Exposure;

Transaction Exposure;

Translation Exposure;

Economic Exposure;

Rulings by Regulatory Authorities;

Investment Boards;

Competition Commission;

Trading Regulation;

Foreign Exchange;

Interest Rates;

Availability of Funding.

 

Part 9: Review of Real Estate Business: Conceptualising Political, Economic, Social, Technological, Environmental (PESTEL) External Uncontrollable Factors (1)

 

Social Context:

General Social Context;

Urban-Suburban Preference;

Social Mobility;

Geographic Mobility;

Skills Levels;

Demographic Factors;

Age Range of Population;

Gender Mix of Population;

Ethnic Mix;

Vogue;

Behavioural Patterns;

Changing Expectations;

FADS; and

Social/Environmental Sensitivity.

 

Part 10: Review of Real Estate Business: Conceptualising Political, Economic, Social, Technological, Environmental (PESTEL) External Uncontrollable Factors (2)

 

Technological Context:

E-Commerce its impact on Client/ Customer Relationship Management (CRM);

Development and use of technology;

Affordability of technology;

Web-based recruitment;

E-Selection;

Web-based selection;

Video-conferencing;

Web-conferencing.

Environmental Context:

Internal Environmental Issues;

External Environmental Factors;

Competitive Forces;

Consumer Influence and Power;

Supplier Monopoly;

Duopolistic Market Domination;

Infrastructural Challenges;

Demand for Corporate Social Investment;

Strategy Implementation vs Ethical Concerns;

Social and Business Objectives: Compatibility or Spinoffs?

 

 

Part 11: Review of Real Estate Business: Conceptualising Political, Economic, Social, Technological, Environmental (PESTEL) External Uncontrollable Factors (3)

 

Legal Context:

Competition Rules;

Integration Rules;

Employment Law;

Indigenisation Rules;

Trading Rules;

Import and Export Laws;

Bilateral Trade Agreements;

Multilateral Agreements

Employment Tribunal Rulings

Wage Regulations;

Equality and anti-discriminatory acts – e.g.

Disability Rights Act

Equal opportunity Act

Sex Discrimination Act

Sex Discrimination Reassignment;

Other Employment Related Acts.

 

Part 12: Real Estate Business and Organisational External Analysis: Understanding the Threats Posed, and Opportunities Presented, by Prevailing or Anticipated PESTEL Factors (1)

 

Focus of External Environmental Analysis: Opportunities and Threats (OT);

Contextualising Environmental Threats in the PESTEL; 

Assessing Political Threats:

Bilateral Trade Agreements;

Multilateral Agreements;

Employment Tribunal Rulings;

Wage Regulations;

Equality and anti-discriminatory acts – e.g.

Disability Rights Act;

Equal opportunity Act;

Sex Discrimination Act;

Sex Discrimination Reassignment;

Other Employment Related Acts.

Determining Economic Threats:

Economic Exposure;

Transaction Exposure;

Translation Exposure;

Economic Exposure;

Rulings by Regulatory Authorities;

Investment Boards;

Competition Commission;

Trading Regulation;

Foreign Exchange;

Interest Rates;

Availability of Funding.

 

Part 13: Real Estate Business and Organisational External Analysis: Understanding the Threats Posed, and Opportunities Presented, by Prevailing or Anticipated PESTEL Factors (2)

 

Sorting Social Threats:

General Social Context;

Urban-Suburban Preference;

Demographic Factors, e.g.

Age Range of Population;

Gender Mix of Population;

Ethnic Mix;

Social Mobility;

Geographic Mobility;

Skills Levels;

Vogue;

Behavioural Patterns;

Changing Expectations;

FADS; and

Social/Environmental Sensitivity.

Analysing Technological Threats;

E-Commerce its impact on Client/ Customer Relationship Management (CRM);

Development and use of technology;

Affordability of technology;

Web-based recruitment;

E-Selection;

Web-based selection;

Video-conferencing;

Web-conferencing.

 

Part 14: Real Estate Business and Organisational External Analysis: Understanding the Threats Posed, and Opportunities Presented, by Prevailing or Anticipated PESTEL Factors (3)

 

Environmental Threats:

Internal Environmental Issues;

External Environmental Factors;

Competitive Forces;

Consumer Influence and Power;

Supplier Monopoly;

Duopolistic Market Domination;

Infrastructural Challenges;

Demand for Corporate Social Investment;

Strategy Implementation vs Ethical Concerns;

Social and Business Objectives: Compatibility or Spinoffs?

 

 

Part 15: Real Estate Business and Organisational External Analysis: Understanding the Threats Posed, and Opportunities Presented, by Prevailing or Anticipated PESTEL Factors (4)

 

Legal Threats

Competition Rules;

Integration Rules;

Employment Law;

Indigenisation Rules;

Trading Rules;

Import and Export Laws;

Bilateral Trade Agreements;

Multilateral Agreements

Employment Tribunal Rulings

Wage Regulations;

Equality and Anti-Discriminatory Acts;

Disability Rights Act;

Equal opportunity Act;

Sex Discrimination Act;

Sex Discrimination Reassignment;

Other Employment Related Acts.

Acceding to, or Circumventing, PESTEL Threats.

 

 

Part 16: Advertising and the Communication Process

 

Communicating with the Consumer;

Communication Barriers;

Advertising;

Attracting Sellers and Buyers through Advertisement:

Enhancing Your Agency's Image;

Exposure in the Marketplace;

Educating the Public;

Satisfying the Seller.

Types of Advertising;

Classified Advertising;

Effective Advertisement Techniques:

Monitoring Advertisement Results;

Advertisement Location;

Concise Wording;

Conveying the Right Image;

Reverse Advertising.

General Guidelines for Advertisement Writing;

Other Effective Media for Communication. 

 

Seminar or Course Number 180 - Real Estate Sales and Marketing Seminar or Course, Leading to Diploma – Postgraduate – in Real Estate Sales and Marketing (Triple-Credit), Accumulating to a Postgraduate Diploma.