Effectiveness of digital marketing strategies for better performance of residential real estate development projects in Myanmar | |
| Author | Nyein Chan Thu |
| Call Number | AIT Thesis no.CM-19-13 |
| Subject(s) | Real estate business--Marketing Real Property--Myanmar Marketing--Technological innovations |
| Note | A thesis submitted in partial fulfilment of the requirements for the degree of Master of Engineering in Construction, Engineering and Infrastructure Management |
| Publisher | Asian Institute of Technology |
| Abstract | Todays, Construction market has been crisis because of changing government and policies. At the same time, some of the projects have been stopped and the sale of projects has decreased dramatically within last few years. Moreover, nowadays, there are many competitions for real estate’s projects in the market so that the companies need to be outstanding and need to maintain and improve their reputation and awareness. Additionally, in early month of 2019, the law and regulation of foreign investment and purchasing for real estate business has been agreed in parliament. So, foreign investor and customers may come a lot to Myanmar and also developer companies have to compete for the market shares with other local and foreign developers. Therefore, digital marketing becomes one of the effective tools to improve the brand awareness and reputation from old and new customers. The study focused on the digital marketing strategies of Myanmar Residential Real Estate Developer Companies. The researcher decided to use both quantitative research by surveying questionnaire and qualitative by doing an illustrative case study. In quantitative research, descriptive analysis is used to describe the characteristics of respondents and projects. Ranking is used to describe which digital tools has been applied mostly and how-to content and interact mostly. Then, correlation analysis is carried out to know the correlation between digital marketing strategies and project performance (new customer purchase, project inquisition, brand awareness and reputation). In qualitative research, a case study is carried out to know how these digital marketing strategies are applying in real situation. |
| Year | 2019 |
| Type | Thesis |
| School | School of Engineering and Technology (SET) |
| Department | Department of Civil and Infrastucture Engineering (DCIE) |
| Academic Program/FoS | Construction Engineering and Infrastructure Management (CM) |
| Chairperson(s) | Hadikusumo, Bonaventura H.W.; |
| Examination Committee(s) | Chotchai Charoenngam;Santoso, Djoen San; |
| Scholarship Donor(s) | Loom Nam Khong Pijai (Greater Mekong Subregion) Scholarships; |
| Degree | Thesis (M. Eng.) - Asian Institute of Technology, 2019 |