In any business, including horticulture, success depends upon your ability to successfully market your product - so that you stay ahead of your competitors.
- Learn to market horticultural produce
- Study different marketing components used in horticulture industry
- Learn to develop appropriate marketing strategies
- Understand the role of customer service in marketing
Lesson Structure
There are 7 lessons in this course:
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Introduction to Horticultural Marketing
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Introduction
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Key elements of marketing
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Resources and networking
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Supply and Demand
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Understanding economics
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Marketing horticulture plant produce vs plant products
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Horticultural Marketing Processes
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Packaging
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Plant labelling
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Product line decisions
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Problem Based Learning project
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Horticultural Marketing Methods
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Introduction
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Deciding marketing methods on type of business
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Legal obligations
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Value of business
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Controlling business growth
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Improving results in business
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Use of internet for marketing
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Customer Service
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Dealing with complaints
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Customer satisfaction
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How to become effective communicator
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Ways of communication
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Selling
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Horticultural Marketing Research
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Introduction
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Research process
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Statistics
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Tracking trends
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Marketing tips
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Developing An Advertising Program
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Publicity marketing
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Public relations
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Structuring advertisements or promotions
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Advertising budgets
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Developing A Horticultural Marketing Strategy
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Introduction
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Shop layout
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Displaying products for sale
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Merchandising
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Type of service
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Stock control
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Understanding selling
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Sales methods
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Pricing
Aims
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Explain general economic concepts relevant to the horticultural industry.
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Explain different components of the marketing process which may be used in the horticultural industry.
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Explain different marketing methods for horticultural products and services.
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Explain the role of customer service in horticultural marketing.
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Conduct market research into a product or service in the horticultural industry.
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Develop an advertising program for an horticultural enterprise.
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Develop an appropriate marketing strategy for a given horticultural situation.
What You Will Do
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Explain the concept of supply and demand, in a specified horticultural context.
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Explain specified economic theories in relation to two different horticultural commodities.
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Define terms relevant to horticultural marketing.
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Distinguish between marketing and selling in a horticultural enterprise.
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Compare different packaging strategies for various horticultural products.
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Analyse the labelling of different horticultural products, to determine possible improvements.
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Analyse options for transportation to market of different horticultural products.
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Analyse storage options during marketing, for different horticultural products.
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Determine criteria which are critical to the marketing success of different horticultural products.
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Prepare a marketing plan for a horticultural enterprise, that summarises:
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handling
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storage
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packaging
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transportation
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promotion
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selling.
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Describe specific examples of three different marketing strategies, used in the horticultural industry.
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Analyse the marketing of a specific, successful product or service, in the horticultural industry.
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Determine target markets for different selected horticultural products.
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Compare the marketing of a specified horticultural product using different marketing methods.
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Evaluate the success of marketing methods being used by different specified horticultural enterprises, to market their products or services.
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Evaluate positive features of customer service, in a specific horticultural enterprise.
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Evaluate negative features of customer service, in a specific horticultural enterprise.
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Explain the importance of consistent product availability, in a specified horticultural enterprise.
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Explain the importance of well-trained customer service providers, in a specified horticultural enterprise.
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Develop guidelines for maintaining good public relations, in a specific horticultural enterprise.
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Prepare a customer service policy for a selected horticultural enterprise.
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Design a questionnaire to determine demand for a new specified horticultural enterprise, in your locality.
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Design a questionnaire to determine customer attitudes towards a specified horticultural product or service.
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Determine the socio-economic attributes of clients of a specified horticultural enterprise you investigate.
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Determine the behavioural characteristics of clients of a specified horticultural enterprise, you investigate.
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Conduct market research into a specific product or service, by questioning a representative sample of different customers, of a horticultural enterprise.
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Collate statistics from conducted market research that you conduct.
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Analyse statistics relating to market research undertaken by you.
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Explain appropriate applications for different advertising avenues, in the horticultural industry.
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Develop guidelines for writing advertisements for a specified horticultural service or product.
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Write appropriate advertisements for different specified horticultural services or products.
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Prepare an appropriate brochure, to the stage of finished art work, for a specific horticultural product or service.
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Evaluate the response from specific horticultural advertisements.
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Evaluate different advertising methods used in a horticultural enterprise investigated by you, in terms of costs versus benefits.
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Determine the significance of packaging, presentation and labelling to marketing of a specified horticultural product.
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Estimate the relative benefits different techniques which may be used to promote a specific horticultural enterprise.
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Produce design for a specific nursery, farm, or other horticultural enterprise, to enhance marketing in that enterprise.
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Develop a promotional campaign for a specified horticultural product or service.
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Explain different methods of determining a price for a specified horticultural product.
WHO IS THIS COURSE FOR?
Horticultural marketing is a valued skill that can be applied to many different areas of horticulture including:
- Garden centre
- Retail nursery
- Garden shop
- Horticulture supplies
- Crop growing
- Fruit & vegetables
- Gardening services
