PROP 7001 - Property Research and Marketing

North Terrace Campus - Semester 1 - 2024

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.

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Course Details

Course Code	PROP 7001
Course	Property Research and Marketing
Coordinating Unit	Construction Management
Term	Semester 1
Level	Postgraduate Coursework
Location/s	North Terrace Campus
Units	3
Available for Study Abroad and Exchange	N
Restrictions	Available to Master of Property, Master of Construction Management students
Assessment	Quiz -15%, Project 1 - 35%, Project 2 - 50%

Course Staff

Course Coordinator: Catherine Kain

Course Timetable

The full timetable of all activities for this course can be accessed from Course Planner.

Course Learning Outcomes

On successful completion of this course, students will be able to:

1	Apply fundamental aspects of marketing theory and practice (for example the “four P’s) in a real estate context.
2	Critically evaluate, select and apply appropriate statistical and forecasting methods and techniques to support real estate decision-making.
3	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.
4	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.
5	Produce relevant, effective and efficient promotional plans within realistic budgets.
6	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)
Attribute 1: Deep discipline knowledge and intellectual breadth Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.	1, 2, 4
Attribute 2: Creative and critical thinking, and problem solving Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.	2, 3, 4, 5, 6
Attribute 3: Teamwork and communication skills Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.	4, 6
Attribute 4: Professionalism and leadership readiness Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.	1, 3, 4, 5, 6
Attribute 5: Intercultural and ethical competency Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.	3, 4
Attribute 6: Australian Aboriginal and Torres Strait Islander cultural competency Graduates have an understanding of, and respect for, Australian Aboriginal and Torres Strait Islander values, culture and knowledge.	.
Attribute 7: Digital capabilities Graduates are well prepared for living, learning and working in a digital society.	.
Attribute 8: Self-awareness and emotional intelligence Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.	3, 5, 6

Learning Resources

Recommended Resources

Please refer to MyUni for details of recommended readings and websites

Online Learning

University 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:
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

Lecture Recording:
The recording of the lectures is made available for students to listen through in their own time and to make notes. The recordings are available on the MyUni system, through the Echo 360 faciltity. Furthermore, where the presentation content is subject to copyright or the guest speaker is uncomfortable with the recording of the content, the lecture recording will not be made available online. So students should not rely solely on this mode of learning and arrange to attend or obtain the lecture content from peers.

Noticeboard / Handbook:
General information about the activities at the School is available online from the Student Noticeboard which can be accessed at
https://unified.adelaide.edu.au/group/professons-studentarchitecture/ current-student
Students can also access a copy of the Student Handbook at the following link:
https://unified.adelaide.edu.au/group/professons-student-architecture/enrolments
Learning & Teaching Activities

Learning & Teaching Modes

There are 10 modules in the course. Each module addresses a specific topic and material is delivered in a variety of ways, including lectures, readings, exercises and practical assignments.

Workload

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

The University expects full-time students (ie. those taking 12 units per semester) to devote at least 48 hours per week to their studies. Accordingly, students undertaking this 3 unit course are expected to devote 12 hours per week to contact activities and self-guided studies.

Based on this framework here are some figures that might assist workload management (delete as appropriate):

For a 3 unit course:
Total workload hours: 12 Hrs per week x 13 weeks = 156 Hrs
Total contact hours: 3 Hrs per week x 12 weeks = 36 Hrs
Total self-guided study: 156 Hrs – 36 Hrs = 120 Hrs, that is about 10 hours each week.

These 120 hours should be used towards preparation of weekly tasks and for completion of the various assignments associated with the course, including development of various skills required to complete the same. Please organise your time wisely.

Learning Activities Summary

This course has been organised into ten self contained course modules which build your knowledge sequentially over the course period and require you to engage in a variety of activities, designed to build your understanding and ability to apply the content presented.

The first 5 weeks of the course are largely student driven with personal and peer activities to drive your learning of the basic principles of marketing before they are applied in a property context. Some of you may have studied marketing before so this part of the course is more flexible. It is tested with a diagnostic mid term test which helps me to see what has been learnt and if there are any issues that need to be addressed before moving on to the applied project part of the course. The second part of the course after the break will be much more interactive as we discuss your progress in the GROUP and INDIVIDUAL assessed projects.

Throughout each MODULE there are activities are designed to encourage peer discussion and interactivity to get different perspectives and global insights. If you engage with the activities fully they will build a portfolio of learning and reflection which will underpin both the assessed projects used in this course. We strongly recommend you create your own 'JOURNAL' to organise your learning, reflections and engagement.

Each MODULE has TWO distinct and important components.

The COURSE MODULE is created as a progressive learning experience which requires you to work through sequentially a series of short activities to learn about the subject matter for this module. You will be required to complete each activity before continuing to the next one.

You may be required to submit output from some of the activities to your COURSE JOURNAL or to a DISCUSSION BOARD or in some cases pass a short test to progress to the next module.

RESOURCES: The resources folder provides additional reading, video, web links and other content to support your learning and completion of the activities in the COURSE MODULE.
The MODULES will appear at the start of each week and your tutor will review your engagement in the previous weeks activities to monitor your progress and engagement.

NOTE: The Modules will only become accessible at the beginning of each relevant part of the course and will build into a collection of resources and activities over the Semester.

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 Summary

A diagnostic tests: (collectively 15%) online short answer tests in Weeks 1 to 5 to ensure understanding of foundational material prior to Projects.

Project 1: (25%) is a GROUP strategic market research based assessment of a development site in Adelaide.

Project 2: (50%) is an INDIVIDUAL project to develop a promotional budget and ONE contemporary promotional object, where innovation and creativity will be the main assessment criteria.

Participation: (10%) Contributing factors: Activity is class, group work and Discussion forums

Assessment Detail

No information currently available.

Submission

All work should be submitted electronically using the course MyUni site, unless otherwise stated. Students should ensure that work is submitted on time, on or before the due date.

Late work will not be marked.

Extensions will be granted for valid reasons such as illness but these must be arranged with the course co-ordinator before the submission deadline.

Harvard referencing conventions should be used.

Course Grading

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.

Student Feedback

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.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
Fraud Awareness

Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator