Information Package / Course Catalogue
Real Estate Marketing
Course Code: EMY201
Course Type: Required
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 3
Objectives of the Course

The aim of this course is to enable students to understand marketing logic, customer behavior, and portfolio promotion processes in the real estate sector in a practical way.

Course Content

The course covers real estate marketing, target audience analysis, customer behavior, marketing mix, portfolio management, pricing, listing preparation, digital marketing, social media, branding, and ethical marketing.

Name of Lecturer(s)
Learning Outcomes
1.The student explains the concepts of marketing and real estate marketing.
2.The student analyzes target audiences and customer behavior in the real estate market.
3.The student understands portfolio management, pricing, and creating perceived value.
4.The student uses effective real estate listings, digital promotion, and social media marketing practices.
5.The student prepares a short marketing plan for a sample property.
6.The purpose of the course knowledge and skills in line.
Recommended or Required Reading
1.Instructor’s Lecture Notes
Weekly Detailed Course Contents
Week 1 - Theoretical
Introduction to Real Estate Marketing: The concept of marketing, characteristics of real estate marketing, the product and service aspects of real estate, and the importance of marketing in the real estate sector are explained.
Week 2 - Theoretical
Real Estate Market and Target Audience Analysis: Housing, land, workplace, and commercial real estate markets are discussed together with target groups such as buyers, sellers, tenants, investors, and developers.
Week 3 - Theoretical
Customer Behavior and Buying Process: Customer needs, expectations, budget, location preferences, and decision-making processes are explained through real estate examples.
Week 4 - Theoretical
Marketing Mix and the Real Estate Sector: The elements of product, price, distribution, and promotion are associated with real estate portfolios, office services, and consultancy processes
Week 5 - Theoretical
Portfolio Management and Productization: Taking properties into the portfolio, organizing portfolio information, creating a value proposition, and using proper presentation techniques are explained.
Week 6 - Theoretical
Pricing and Perceived Value: Pricing in real estate, market comparison, location, building condition, zoning information, negotiation margin, and creating perceived value for customers are discussed.
Week 7 - Practice
Portfolio Marketing Practice: Students are asked to determine the target customer, price, promotional message, and marketing channel for a sample property.
Week 8 - Theoretical
Real Estate Listing Preparation Techniques: Effective listing titles, description texts, providing accurate information, photo selection, video use, and avoiding misleading statements are covered.
Week 9 - Theoretical
Digital Marketing and Online Real Estate Platforms: Websites, listing portals, social media, search engines, digital advertisements, and online customer reach are explained.
Week 10 - Theoretical
Real Estate Marketing on Social Media: Content creation, portfolio promotion, trust building, and brand language on platforms such as Instagram, Facebook, TikTok, YouTube, and LinkedIn are discussed.
Week 11 - Theoretical
Customer Relations and Sales Process: First contact, needs analysis, appointment setting, property viewing, handling objections, follow-up, and closing sale or rental processes are explained.
Week 12 - Theoretical
Brand, Trust, and Corporate Image: The brand of the real estate office and agent, reliability, references, customer satisfaction, reviews, and long-term reputation management are examined.
Week 13 - Theoretical
Ethics and Legal Responsibilities in Real Estate Marketing: Accurate information, authorization documents, commission, confidentiality, unfair competition, consumer rights, and misleading advertising risks are discussed.
Week 14 - Theoretical
General Review and Practical Marketing Plan: The semester topics are reviewed; students are asked to prepare a short real estate marketing plan for a sample property.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Assignment1%5
Quiz1%5
Midterm Examination1%30
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory201428
Lecture - Practice1101424
Midterm Examination1718
Final Examination114115
TOTAL WORKLOAD (hours)75
Contribution of Learning Outcomes to Programme Outcomes
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PÇ-3
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PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
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PÇ-12
PÇ-13
OÇ-1
2
5
4
2
2
3
4
4
1
1
5
5
4
OÇ-2
3
2
3
3
2
3
2
3
1
1
5
5
4
OÇ-3
2
3
4
3
2
4
3
3
1
1
5
5
4
OÇ-4
3
3
3
3
4
4
3
2
1
1
5
5
4
OÇ-5
5
3
2
3
3
3
4
2
1
1
5
4
4
OÇ-6
3
3
3
3
3
4
4
2
4
1
5
4
4
Adnan Menderes University - Information Package / Course Catalogue
2026