PROP 7001OL - Property Research and Marketing
Online - Semester 1 - 2019
General Course Information
Course Code PROP 7001OL Course Property Research and Marketing Coordinating Unit School of Architecture and Built Environment Term Semester 1 Level Postgraduate Coursework Location/s Online Units 3 Available for Study Abroad and Exchange Course Description This course develops the strategic ?meta-skills? necessary for real estate professionals to manage complex client problems. It includes communication, problem definition and research methods to enhance real estate decision making. The course makes explicit linkages to other relevant courses, demonstrating how marketing underpins the development of real estate products.
Course Coordinator: Nicholas NunningtonCourse Support Staff:
For issues concerning enrolment or queries about the School’s programs Contact Clement Low, Program Advisor, at firstname.lastname@example.org.
For issues related to discrimination or harassment contact the Course Coordinator or Velice Wennan, School Manager, 8313 5475, email@example.com.
The full timetable of all activities for this course can be accessed from Course Planner.
Course Learning OutcomesOn successful completion of this course, students will be able to:
- Apply fundamental aspects of marketing theory and practice (for example the “four P’s) in a real estate context.
- Critically evaluate, select and apply appropriate statistical and forecasting methods and techniques to support real estate decision-making.
- Interpret drivers of change and how they impact upon property products and their end users customers) and other stakeholders in the development process. Including an understanding of contemporary systems that provide property market data.
- Present marketing and research analysis, synthesised from a variety of primary and secondary sources, in written reports and oral presentations, to clients at an appropriate professional standard.
- Produce relevant, effective and efficient promotional plans within realistic budgets.
- Design and create effective promotional objects, relevant to a specific development and the intended target market.
University Graduate Attributes
This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:
University Graduate Attribute Course Learning Outcome(s) Deep discipline knowledge
- informed and infused by cutting edge research, scaffolded throughout their program of studies
- acquired from personal interaction with research active educators, from year 1
- accredited or validated against national or international standards (for relevant programs)
1, 2, 4 Critical thinking and problem solving
- steeped in research methods and rigor
- based on empirical evidence and the scientific approach to knowledge development
- demonstrated through appropriate and relevant assessment
2, 3, 4, 5, 6 Teamwork and communication skills
- developed from, with, and via the SGDE
- honed through assessment and practice throughout the program of studies
- encouraged and valued in all aspects of learning
4, 6 Career and leadership readiness
- technology savvy
- professional and, where relevant, fully accredited
- forward thinking and well informed
- tested and validated by work based experiences
1, 3, 4, 5, 6 Intercultural and ethical competency
- adept at operating in other cultures
- comfortable with different nationalities and social contexts
- able to determine and contribute to desirable social outcomes
- demonstrated by study abroad or with an understanding of indigenous knowledges
3, 4 Self-awareness and emotional intelligence
- a capacity for self-reflection and a willingness to engage in self-appraisal
- open to objective and constructive feedback from supervisors and peers
- able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
3, 5, 6
Required ResourcesMost materials will be uploaded to the MyUni site or be available through the university library. Academic papers, journal articles, professional articles and appropriate data and case study information will be provided to support problem based activities using the MyUni facility.
In particular, research papers , market studies, demographic analysis and case studies produced by leading real estate consultancy firms such as JLL, CBRE and Cushman& Wakefield will provide contemporary practice based information to support the students in their assessed projects.
Recommended ResourcesSubscription to specialist journals such as The Journal of European Real Estate Research, from the Emerald Group, as well as Generic and Real Estate specific Marketing texts should be considered and available through the Universities journal subscription processes.
Online LearningUniversity Email:
The school uses the University email system to get in touch with the students. So it is imperative that you check your email regularly and keep up to date with any new announcements.
MyUni is an essential online tool which will be used to communicate information regarding the course including details of assignments and interim grades. There are many other learning resources and assessment pieces that rely on the MyUni system for delivery. Therefore it is recommended that you familiarise yourself with the various functions of MyUni and employ it to its fullest extent. https://myuni.adelaide.edu.au
The MyUni Discussion Board can be used to interact with other students and tutors and is an essential tool to discuss information and increase your understanding of issues.
Noticeboard / Handbook:
General information about the activities at the School is available online from the Student Noticeboard which can be accessed at
Students can also access a copy of the Student Handbook at the following link:
Learning & Teaching Activities
Learning & Teaching ModesThe learning and teaching strategy is an active learning one, using a range of problems, application and case studies. The basic content of the course is delivered on line, however the themes will be integrated and applied using a series of case based problems and two dynamic team based assessed activities using simulations and/or real asset management case studies based in Adelaide. The approach to assessment is one of integration with teaching and “assessment for learning” rather than of learning. Interaction through peer evaluation and discussion will enrich the online experience. The learning and teaching approach will emphasise and clearly demonstrate the many linkages marketing has with other courses, the development process and the real estate cycle.
Study will be highly structured but may be undertaken at the student’s convenience. Deadlines for assessment will be strictly enforced which will provide an overall framework for the semester of study.
The information below is provided as a guide to assist students in engaging appropriately with the course requirements.Students are not required to attend face to face classes but will have access to the program co-ordinator for face to face enquiries. Regular structured on line study and contact with the course co-ordinator is expected for the first four weeks of study. The online environment will be used to contact the course co-ordinator who will monitor student queries via the MyUni site on a weekly basis. Peer interaction and support will also be used to encourage active learning and create a community of practice, valuable to take forward into the assessed face-to-face projects. The initial stages of the course, acquiring the basic knowledge that underpins the application, will be assessed by the online test. Students are then required to be present in Adelaide to undertake field survey work relating to the two assessed projects. Both of these will require student team meetings, either virtual or face-to-face, and collaborative work including field surveys of the relevant sites. The projects will be intense, with a challenge based, integrative problem solving approach.
The time allocation should reflect the assessment weighting in the schedule below and the detailed expectations and course schedule provided.
Learning Activities SummarySchedule
Week Date (week beginning) Type of Week Course Learning Outcomes Learning Module Number Module Theme Week 1 26/02/18 Self Directed
1 1 Marketing Fundamentals 1 Week 2 05/03/18 Self Directed
1 2 Marketing Fundamentals 2 Week 3 12/03/18 Individual Tutor Review & Interaction 2 3 Applying the Fundamentals of Marketing to Real Estate products and decision making. Week 4 19/03/18 Individual Tutor Review & Interaction 4 4 Market Research and Data Analysis Week 5 26/03/18 Individual Tutor Review & Interaction plus Progress Review 1, 2, 4 5 Market Research to support development proposals and decisions. Week 5 29/03/18 TEST 1, 2, 4 1 - 5 Marketing Fundamentals (LO’s 1,2,3,4 and 5) 02/04/18 BREAK 09/04/18 BREAK Week 6 16/04/18 Self Directed
3 6 Property as a product. Examples and Case Studies, future directions. Week 7 23/04/18 Self Directed
2 7 Forecasting techniques for real estate decision-making. Week 8 30/04/18 Individual Tutor Review & Interaction plus Project 1 Progress Review 3 8 Contemporary trends and influences impacting on real estate markets. Managing change, uncertainty and disruptive influences in market forecasting. Week 8 04/05/18 PROJECT 1
1 - 4 1 - 8 Assignment Deadline
Week 9 07/05/18 Group Tutor Review & Interaction plus Project 2 Progress Review 5 9 Real Estate Promotion Plans and Budgets. Week 10 14/05/18 Self Directed
6 10 Developing and critically examining the effectiveness of Real Estate Promotional objects. Week 11 21/05/18 Group Tutor Review & Interaction plus Project 2 Progress Review 5, 6 Project Discussion and Preparation Week 12 28/05/18 PROJECT 2 Assignment
5, 6 1 - 10 Assignment Week
Completion of PROJECT 2
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment Task Task Type Due Weighting Learning Outcome On line test - 1 hour Individual
15% 1, 2, 4 Project 1
Detailed strategic market Analysis of a site of the students choosing - 2000 words
Individual Week 9 30% 1 - 4 Project 2
Individual production of a marketing plan of promotional activities and a fully costed budget. This is based on the site selected in Project 1 - Presentation of 1) 1000 word Promotional Plan and Marketing Budget.
Production of TWO Promotional Objects of the groups selection e.g. Videos, Web Sites or Models - 2) TWO Promotional OBJECTS. Displayed and/or presented at an Exhibition.
An on-line test will verify the learners understanding of fundamental marketing concepts BEFORE moving on to application in a property context. It will also be used diagnostically in combination with an Action-Plan to identify any gaps in learning and how to address these before applying the marketing fundamentals in the two assessed projects.
The first project will require students individually to prepare a thorough market research analysis for a site in their given locality. This assignment can be used to underpin later assessment on the same site and also to prepare students for processes required for major projects later in the course. The project will require appropriate data collection, desk and field analysis and synthesis of information to examine, for example:
• the macro economic fundamentals
• the micro economic details
• population, immigration and other demographics
• supply (potential competition in terms of both volume and type of products entering the market)
• absorption rates (the take up of supply current and forecast)
• product characteristics and priorities of the identified target market(s)
Learners must present a written marketing report outlining their conclusions from their research with recommendations as to the type of product (size, specification, quality, branding etc.) and timing of entry to the market.
This project is likely to be based on a mixed-use scheme and learners will be encouraged to focus on the RESIDENTIAL market as this offers the greatest scope for application of the concepts studied in this course.
The second project follows on from Project 2 and requires learners to develop a promotional plan and examples of promotional materials (objects) that they recommend as being the most effective and appropriate means of promoting their development scheme.
The outcomes of the project will comprise two elements:
1) INDIVIDUAL A fully costed promotional plan with timings and justification of the marketing budget needed for the plan.
2) GROUP The development of two promotional OBJECTS contained within the plan that form the main strategic components of the promotional strategy.
This project encourages individual and team CREATIVITY as it gives an open brief to produce TWO relevant, promotional OBJECTS. These objects could be models, videos, animated fly throughs, web sites, brochures or any other promotional object which is appropriate and relevant to the development scheme /property product(s) being promoted. Students will be encouraged to be creative but ensure that their objects are relevant and effective.
The objects will be presented in an EXHIBITION format where the learners Peers and tutors will be asked to judge the effectiveness and quality of the promotional OBJECTS being displayed/demonstrated in the Exhibition.
• Final results for the course will only be available through Access Adelaide and students SHOULD NOT contact the course coordinator or the tutors for the same.
• Most assignments will be marked within 3 weeks of the submission and the interim grades will be made available through the My Grades system. Students are expected to inform the Course Coordinator if there are any errors with the marks entered on the system.
• The best examples of students’ work will be included in the All-In Exhibition to be held at the end of term alongside the best works from other courses and year levels.
Assessment Task Due Weighting Submission Method Test
15% Canvas Upload Project 1 Week 9 30% Canvas Upload Project 2 (individual) Week 11 15% Canvas Upload Project 2 (group) Week 13 40% Canvas Upload
Selected submissions of the Final Assignment will be included in the All-In Exhibition at the end of the semester.
- Please adhere to submission deadlines and follow instructions provided.
- Students must not submit work for an assignment that has previously been submitted for this course or any other course without prior approval from the Course Coordinator.
- On occasion, the lecturer/tutor may wish to retain students’ work for future reference and the relevant student will be informed at such a time.
- The school will NOT accept late submissions and any such assignment will receive zero marks. This also applies to electronic submissions.
- Printing delays & hard disk crashes will not be entertained as legitimate causes for delay, so please ensure that the work is finished in advance.
- The school has a resubmission policy whereby students can redeem failed work by submitting additional work for a maximum of 50%.
- Students should ensure that they regularly backup their work on multiple locations as hard-disk crashes are an unfortunate reality.
- When relying on community printing facilities, students should attempt to finish their work in advance to avoid unnecessary delays.
- Students must retain a copy of all assignments submitted (digital or hardcopy), as originals may be lost during the submission process.
Modified Arrangements (General)
- Students can apply for extensions or modified arrangements based on Medical conditions or other Extenuating circumstances. However, students need to submit their application along with supporting documents within 5 business days of the condition becoming applicable.
- The application forms are available at http://www.adelaide.edu.au/student/exams/mod_arrange.html and need to be submitted along with any supporting documentation.
- Please note that submitting an application does not guarantee acceptance and the Course Coordinator will inform the applicant if the application is accepted. Please DO NOT contact the Course Coordinator directly.
- In case of an extended medical condition which makes it impossible for the student to submit the work on time, an Application for Assessment Task Extension due to Medical Circumstances may be lodged with the Front Office along with a doctor’s certificate within 5 business days.
- If the student is unable to submit the work on time due to extenuating circumstances an Application for Assessment Task Extension due to Extenuating Circumstances may be lodged with the Front Office.
- Please note that this is only available for certain military, religious, or legal obligations and does not extend to minor personal problems. (Refer to Student Handbook at https://unified.adelaide.edu.au/web/professons-student-architecture/enrolments;jsessionid=12080B0AB5AC782BF5C54A1D1E544707.node2 for further details or contact Student Advisor).
- In case of certain extraordinary personal problems students can apply for extensions based on compassionate grounds. However, these must first be discussed with the Course Coordinator in person through appointment during the assigned office hours.
- To maintain privacy relating to personal issues students can contact the Counselling Service on 83135663 for an individual appointment.
- If a student receives a Fail grade for the course with an overall mark between 45 and 49, they may be eligible for an Additional Assessment which would allow them to get a maximum of 50 Pass for the Course.
- Additional Assessment offers are made by the School and the student will be informed directly once these are made available.
- Students who have a disability and wish to seek modified submission or assessment arrangements need to contact the University Disability Services at 83135962 or firstname.lastname@example.org for supporting documentation and then communicate these to the Course Coordinator in person through appointment during the assigned office hours.
- Students who have national/international sporting commitments and wish to seek modified submission or assessment arrangements need to register with the University Elite Athlete Support Scheme at http://www.adelaide.edu.au/eliteathletes/ and then communicate this to the Course Coordinator in person through appointment during the assigned office hours.
Grades for your performance in this course will be awarded in accordance with the following scheme:
M10 (Coursework Mark Scheme) Grade Mark Description FNS Fail No Submission F 1-49 Fail P 50-64 Pass C 65-74 Credit D 75-84 Distinction HD 85-100 High Distinction CN Continuing NFE No Formal Examination RP Result Pending
Further details of the grades/results can be obtained from Examinations.
Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.
Final results for this course will be made available through Access Adelaide.
The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.
SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
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