MARKETING OF INTELLIGENT BUILDING

Abstract

The aim of this study is to examine and identify the marketing procedure for an intelligent office building. In order to identify the differences in the marketing procedure for an intelligent office building and that of an ordinary office building, case studies will be conducted. Two of the most intelligent office buildings in Singapore are chosen as case studies. Interviews are conducted with the marketing agent of the two intelligent office buildings to understand the way in which marketing is carried out for the two buildings. Comparisons in their marketing procedure with an ordinary office building would be conducted and analysed. The two intelligent buildings chosen are Republic Plaza and POSBANK Building. Generally, for an intelligent office building, the marketing procedure is the same as the of an ordinary office building. Given the unique features and design of the intelligent office building, the way in which it is marketed should not be the same as an ordinary office building. After conducting the analysis between the intelligent office buildings and the ordinary office building, the result is that there is no significant difference in the marketing procedure. This study would also be recommending the changes to be made in the marketing procedures of the two intelligent buildings.