Entry requirements

Access to the course requires completed courses of at least 60 credits from the bachelor’s program Real Estate Brokerage (or Real Estate Management), or equivalent.

Progression level in relation to degree requirements

The course does not belong to a main field of study. The course is mandatory for the bachelor's degree in Real Estate Science - Specialization in Real Estate Brokerage

Course contents

The market is constantly changing and it is up to companies and individual estate agents to be able to meet the market with an attractive market offer and effective marketing. The aim of the course is therefore for the student to develop a customer-oriented approach and understanding of how marketing can contribute to the co-creation of value. The student must develop knowledge of marketing strategic analyzes as a tool for strategic choices important for the survival and growth of businesses. The course deals with marketing of the estate agent's services as well as individual objects.

The course deals with concepts and models in marketing from various market-relevant perspectives, and from both national and global perspectives, with a particular focus on service organizations and sustainability in real estate brokerage. Central concepts that are discussed and treated are environmental analysis, marketing strategy, market communication, innovation and digitization, brand strategy, value creation, customer relations and sustainability.

Learning outcomes

After completing the course, the students should be able to:

1. explain central theoretical concepts and models in marketing and how different parts of marketing are related to each other
2. demonstrate an understanding of how strategy integrates marketing, including the role of digitalization for marketing strategy
3. identify elements important in a company’s value creation
4. use and problematize theoretical concepts and models in order to understand how marketing is applied within real estate brokerage
5. discuss different approaches to marketing and consequences of choosing and implementing different marketing strategies
6. show a critical reflective approach to the theoretical field of the course, as well as demonstrate academic approach and skills
7. identify challenges related to sustainability, social responsibility and ethical issues in connection with marketing.

Learning activities

Lectures and seminars.

Assessment

Seminars with assignments (2,5 credits), examined individually and in groups (UG) (Learning outcomes: 2, 4, 5, 6, 7)

Individual examination (5 credits) (A-E, U) (Learning outcome: 1, 2, 3, 4, 6)

For a passing grade on the course, the grade pass (E) or pass (G) is required.

The course grade is determined by the grade on the individual exam.

Course literature

• Baines, P., Whitehouse, S., Rosengren, S., & Antonetti, P. (latest edition). Fundamentals of Marketing. Oxford University Press, Oxford.
• Guyader, H., Ottosson, M., & Parment, A. (latest edition). Marketing & Sustainability. Why and how sustainability is changing current marketing practices. Studentlitteratur AB, Lund.

Scientific articles are added (provided electronically).

Course evaluation

Malmö University provides students who participate in, or who have completed a course, with the opportunity to express their opinions and describe their experiences of the course by completing a course evaluation administered by the University. The University will compile and summarise the results of course evaluations. The University will also inform participants of the results and any decisions relating to measures taken in response to the course evaluations. The results will be made available to the students (HF 1:14).

Interim rules

If a course is no longer offered, or has undergone significant changes, the students must be offered two opportunities for re-examination based on the syllabus that applied at the time of registration, for a period of one year after the changes have been implemented.

Additional information

If a student has a Learning support decision, the examiner has the right to provide the student with an adapted test, or to allow the student to take the exam in a different format. The syllabus is a translation of a Swedish source text.