This presentation was a part of my MBA capstone project. The project was a comprehensive marketing plan for the M.J. Bowen Real Estate Development Program at Central Michigan University. The goal of the marketing plan was to assist the program in becoming a destination program for high school students.

1. The M.J. Bowen Real Estate Development
Program: Marketing Plan
Joseph J. Giarmo III
Central Michigan University

2. Agenda
Situation SWOT LCVP Marketing Future
Recommendations
Analysis Analysis Analysis Strategy Implications

3. Execution of the Marketing Plan
Project
Situation Analysis
Executive Summary SWOT/LCVP
Future Implications Marketing Strategy
Recommendations

4. Situation Analysis: Industry Overview
• In the U.S. alone, approximately 50% of all business
investments involve real estate development
• International investment in the U.S. is projected to
increase by 16% from $230 billion in 2009
• The top four cities in terms of global real estate
investment include New York City, London, Washington
D.C., and Paris
• In the U.S., the top five cities for investment include New
York City, Washington D.C., Los Angeles, Seattle and
San Francisco

5. Situation Analysis: Industry Overview
• Worldwide, many trends are affecting the real estate
development industry
– In Europe, demand for office and retail space has increased
– In the Middle East, places like Abu Dhabi and Dubai have seen
unprecedented property development and expansion
– Emerging economies such as Brazil and Argentina have
witnessed increases in property demand
– In Japan, a strong economy and low inflation rates have attracted
international investors
• “Going green” and corporate social responsibility
trends

6. Situation Analysis: Competitor Analysis
University of
Wisconsin-
Madison
Ohio State DePaul
University University
Central Market Indiana
Michigan
University
Share
University

7. Situation Analysis: Competitor Promotion

8. Situation Analysis: Customer Analysis
• This analysis is based on a survey administered to students in
the FIN 335 Real Estate Principles and Process course
• The survey was structured to obtain the following information
– Demographic data
– Motives for taking the course and/or pursuing the Real Estate
Development major
– Career opportunities students plan on pursuing
– Student perception of the program
– Characteristics of the program students feel are the most marketable
– Communication vehicles students feel are the best way to reach
potential students
• Please refer to Appendix E on page 75 to view the actual
survey

9. Situation Analysis: Customer Analysis
• In all, 26 students were surveyed, though not every student
responded to every question
• It is also worth noting that some questions merited more than
one response, so in terms of „No. of students responded‟ the
results were somewhat different for each question.
• Please refer to page 37 in the report for a visual representation
of the survey results

10. Student Stated Strengths and Weaknesses
Strengths Weaknesses
Networking opportunities Newness of the program
Curriculum Unknown major
Internship opportunities Limited classes
Faculty Few faculty and limited advising available
Unique in MI Economy
Opportunity for the program to grow Housing market
Speaker series Number of networking opportunities
available
Real Estate Club and extra-curricular Public perception
activities
Student trips
Career opportunities available post-
graduation

11. SWOT/LCVP Analysis
Opportunity Threat
Vulnerability
Leverage
Strength
Constraint Problem
Weakness

12. SWOT Analysis: Strengths
Central Michigan University
• Central location
• Reputation
The College of Business Administration
• Business Residential College
• CBA Day & Summer Programs
The M.J. Bowen Real Estate Development Program
• Unique in its specialization
• Only program of its kind offered in Michigan
• Ease of double majoring

13. SWOT Analysis: Weaknesses
The program is in its „infancy‟
No formal alumni base and limited professional
connections
Lack of a reputation
Public perception and uneducated consumers
Weaknesses specific to the program

14. SWOT Analysis: Opportunities
Craft a strong marketing message
Build a firm reputation
Establish a formal network of alumni
Connect with professional real estate communities
Expand the program & increase its presence on
campus

15. SWOT Analysis: Threats
Competition
„Copy cat‟ programs
Misconceptions about the real
estate industry

16. LCVP Analysis
• Strong marketing mix
• Destination program
Leverage • Ability to provide a „full circle‟ educational experience
• Lack of substance
• Lack of resources
Constraint • Public perception
• Market share
• Competition
Vulnerability • Perception
• Competing for market share
• Uneducated consumers
Problem • Lack of consumer awareness & promotion

17. Marketing Strategy
Promotion
Product
Price Place

18. Recommendations: 1 year action plan
• Make better use of online media
– Improve the Real Estate Development Program
website
– Utilize Facebook to promote the Real Estate
Development Program
– Send informational emails to prospective students

19. Recommendations: 1 year action plan
• Utilize direct mailings
– Send an informational letter to high school seniors
– Send informational packets to Michigan high
schools
• Conduct on-campus Marketing

20. Recommendations: 1 year action plan
• Improve the M.J. Bowen Real Estate
Development Program conference
– Improve the conference itinerary
– Improve marketing, public relations and promotion
for the conference

21. Future Implications: 2-5 year Recommendations
• Develop an M.J. Bowen Real Estate Development Program
scholarship to be competed for by high school seniors.
• Hire more faculties dedicated to the M.J. Bowen Real Estate
Development Program.
• Expand the program‟s elective course offerings to include
classes in architecture, construction management, and design.
• Offer the M.J. Bowen Real Estate Development Program
online and at CMU off-campus locations, specifically Grand
Rapids, Lansing, Southfield and Troy.

22. Future Implications: 2-5 year Recommendations
• Develop a conference planning committee, and expand the
M.J. Bowen Real Estate Development Program conference to
the entire weekend (Friday-Sunday).
• Establish a formal alumni network.
• Lobby Central Michigan University and the College of
Business Administration for resources that will be needed to
build and expand the M.J. Bowen Real Estate Development
Program into a true destination program.

23. Questions?