Measuring the effectiveness of Integrated Marketing Communication (IMC) on real estate business : a study on Concord Real Estate Ltd.

Abstract

Internship program is the pre-requisite for the graduation in MBA. Classroom discussion alone cannot make a student perfect in handling the real business situation; therefore, it is an opportunity for the students to know about the real life situation through this program. A report has to be built for the university and organization requirement. The topic of the report is “Measuring the Effectiveness of Integrated Marketing Communication (IMC) on Real Estate Business “at the Concord Real Estate Ltd. The main purpose of the report becomes very clear from the topic of the report. The report discusses about the different marketing tools used at the real estate industry to clearly position in mind of target customers. The final report covers the following chapters: Chapter 1: Includes the introduction of the study, justifications of the study, literature review, and gap of the previous studies, objective of the study, methodology and the limitation of the study. Chapter 2: It focuses on the conceptual framework of the report. Descriptions and role of different tools used in Integrated Marketing Communications such as Advertising, direct marketing, interactive marketing, sales promotion, public relation, personal selling, benefits and barriers in implementing IMC in real estate industry. Chapter 3: This chapter includes the overview of the real estate industry in perspective of Bangladesh. It covers development and current practices in this industry, products and markets, market segmentation, different stakeholders and actors of the sector, decision making of the customers, segregation of the customers, growth and potentiality of market, problems faced by industry, and contribution to the economy of Bangladesh. Chapter 4: This part covers the brief description or organizational profile of Concord Real Estate Ltd. This part also focuses on the integrated marketing communications tools used by the CREL. Chapter 5: Critically analyze and findings the performance of the organization in case of IMC. It also shows the results and effectiveness of the study. Some recommendations and concluding remarks are made regarding the study. In the supplementary part there will be references and appendixes.