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Marketing for Horticultural Industries

Course CodeBHT304
Fee CodeS2
Duration (approx)100 hours
QualificationStatement of Attainment

Study Horticultural Marketing

In any business, including horticulture, success depends upon good marketing of your product.
 
This course covers the theoretical and practical importance of marketing in the horticultural industry, including topics such as advertising, promotions, signs, customer relations, pricing strategy, labeling, transport, product presentation, and more!

Lesson Structure

There are 7 lessons in this course:

  1. Introduction to Horticultural Marketing
  2. Horticultural Marketing Processes
  3. Horticultural Marketing Methods
  4. Customer Service
  5. Horticultural Marketing Research
  6. Developing An Advertising Program
  7. Developing An Horticultural Marketing Strategy

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Aims

  • Explain different components of the marketing process which may be used in the horticultural industry.
  • Explain different marketing methods for horticultural products and services.
  • Explain the role of customer service in horticultural marketing.
  • Conduct market research into a product or service in the horticultural industry.
  • Develop an advertising program for an horticultural enterprise.
  • Develop an appropriate marketing strategy for a given horticultural situation.

What's Horticultural Marketing Involve?

Horticultural marketing involves promotion, sale, distribution and after sales service.

  1.     It can relate to both goods and services
  2.     It can relate to both unprocessed or processed products
  3.     Horticultural products fall into two main groups:
         -  plant products and non plant products
         -  non plant products; used in horticultural practices
  4.     Services can embrace a wide variety of things, from horticultural media to education and consulting services.

Horticulture Plant Produce vs. Horticulture Plant Products

  • Horticulture produce = the initial produce before it has been 'tampered' with e.g. apples
  • Horticulture product = derived from horticultural produce e.g. canned apple puree.

Production planning should be geared to market demand.

Characteristics of Horticulture Produce

The following may be desirable characteristics; but the significance of each criteria may vary from one criteria to the next, depending upon the type of product and situation.

  1.  Homogeneous: produce is all generically the same no matter who grows it
  2.  Perishability: needs refrigeration, freezing, processing
  3.  Bulk in relation to value
  4.  Seasonal supply
  5.  Variability of supply (week to week and between seasons)
  6.  Biological supply curve: if production activity is abandoned the production can cease very quickly, and it takes time to get it going again
  7.  Need for grading to produce a standardised product
  8.  Uncoordinated approach from producers competing against each other (need a united front e.g. co-operative societies, producer boards)
  9.  Geographical separation of production and markets
  10.  Timing of sales: every day, week, season? For example, fruit must be sold when ripe in large handling capacity.

Marketing is concerned with relating the supply of products to its potential demand in such a way as to satisfy the needs and wants of buyers and create a profit for the supplier.

The process of marketing is that of transferring goods and/or services from producer to consumer at a profit. It should add maximum value to the product at minimum cost.

The marketing manager/personnel are concerned with such activities as:

  • Pricing
  • Selling
  • Merchandising
  • Advertising
  • Promotion
  • Packaging
  • Market research
  • Transport
  • Destination
  • Placement
  • Planning
  • Accounting.

In fact, all those processes which will enable he/she to maximise the added value.

Marketing in the fullest sense of the word is ‘the name of the game’, and the ‘game’ is fundamentally concerned with ‘competition’.

Marketing today is a consumer-based approach to business activities where each aspect of business is co-ordinated in terms of what the consumer wants.

So, marketing is not just selling!



Meet some of our academics

Denise Hodges Promotions Manager for ABC retail, Fitness Programmer/Instructor, Small Business Owner, Marketing Coordinator (Laserpoint). Over 20 years varied experienced in business and marketing. More recently Denise studied naturopathy to share her passion for health and wellness. Denise has an Adv.Dip.Bus., Dip. Clothing Design, Adv.Dip.Naturopathy (completing).
John Mason Parks Manager, Nurseryman, Landscape Designer, Garden Writer and Consultant. Over 40 years experience; working in Victoria, Queensland and the UK. He is one of the most widely published garden writers in the world; author of more than 70 books and editor for 4 different gardening magazines. John has been recognised by his peers being made a fellow of the Institute of Horticulture in the UK, as well as by the Australian Institute of Horticulture.
Sarah RedmanB.Bus (Marketing), Cert Bus.Admin Over 15 years industry experience covering marketing, PR, administration, event management and training, both in private enterprise and government; in Australia and the UK. Sarah has traveled extensively and enjoys cooking and outdoor pursuits.
Yvonne SharpeRHS Cert.Hort, Dip.Hort, M.Hort, Cert.Ed., Dip.Mgt. Over 30 years experience in business, education, management and horticulture. Former department head at a UK government vocational college. Yvonne has traveled widely within and beyond Europe, and has worked in many areas of horticulture from garden centres to horticultural therapy. She has served on industry committees and been actively involved with amateur garden clubs for decades.


Check out our eBooks

Starting a Garden or Landscape BusinessExpert advice on how to get started in your own garden or landscape business! Packed with valuable business advice, horticultural and landscaping knowledge, and practical ideas - this book is a must have for garden lovers. It is great for anyone thinking about (or already involved in) a horticultural, landscaping or garden business. This updated re-print is only available as an e book. Originally published by Simon & Schuster. 125 pages
Farm ManagementThis ebook covers tips to manage your own farm, or work for someone else. It also covers the farm site, production systems, managing livestock, pasture, crops, water, equipment, farm structures, finance, marketing, staff management, farm planning and more. 15 chapters, 129 pages
Modern MarketingThis book explores new approaches to marketing, how to adapt to a continually changing world both through online marketing, and more. Some aspects of marketing never change; but many of the well established approaches used in the past simply do not work any more. This book lays a foundation for thinking about marketing in a different way
Marketing PsychologyThe Marketing Psychology ebook will provide you with an understanding of the psychology behind the consumer decision making process. With 52 pages of insight into marketing psychology and consumer behaviour, this ebook help you understand consumers much more effectively. Marketing psychology is about understanding people’s purchasing behaviour and applying that understanding to the advertising, marketing and ultimately the selling of products or services.