Horticultural Management

ADL - Academy for Distance Learning

£ 325 - (365 )
zzgl. MwSt.

Wichtige informationen

  • Vocational qualification
  • Fernunterricht
  • 100 Lehrstunden
  • Wann:
    Freie Auswahl

Understand marketing in the horticultural industry. In any business, including horticulture, success depends upon good marketing of your product. This subject 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.

Wichtige informationen

Wo und wann

Beginn Lage
Freie Auswahl
Distance Learning

Was lernen Sie in diesem Kurs?

Customer Service
Market Research
IT Management
Skills and Training
Garden Design


Lesson Structure: Horticultural Marketing BHT304

There are 7 lessons:

Introduction to Horticultural Marketing
Horticultural Marketing Processes
Horticultural Marketing Methods
Customer Service
Horticultural Marketing Research
Developing an Advertising Program
Developing a Horticultural Marketing Strategy

This course is taught by:

Katie Freeth
BSc. (Hons) Horticulture, (University of Bath); RHS General Examination; FI Hort; MIfpra.

An experienced and professional horticulturist with extensive management skills gained internationally; experienced in landscape management, staff supervision and management, written and oral communication, horticultural knowledge and application, supported by organisational and administrative skills and attention to detail.

Katie brings 20 years experience in Horticulture and is an accomplished lecturer, horticulture consultant and freelance writer. Katie is a judge for the International Awards for Liveable Communities in the Whole City Category.
Katie also worked for the Commonwealth War Graves Commission in France for approx 5 years first as a Sector Manager and then as an Area Manager; management of the cemeteries, peripatetic teams of gardeners (UK & French nationality) for the constructed cemeteries and memorials and static French nationality gardeners for small town/village plots.

Susan Stephenson
BSc in Applied Plant Biology (Botany) Univ. London 1983.
City and guilds: Garden Centre Management, Management and Interior Decor (1984)
Management qualifications in training with retail store. Diploma in Hort level 2 (RHS General) Distinction.

Susan Stephenson is a passionate and experienced horticulturist and garden designer. She has authored three books, lectures at 2 Further and Higher Education Colleges, teaching people of all ages and backgrounds about the wonders of plants and garden design, and tutors many students by correspondence from all over the world.

Susan studied botany at Royal Holloway College (Univ of London) and worked in the trading industry before returning to her first love plants and garden design. She is therefore, well placed to combine business knowledge with horticulture and design skills. Her experience is wide and varied and she has designed gardens for families and individuals. Susan is a mentor for garden designers who are just starting out, offering her support and advice and she also writes, delivers and assesses courses for colleges, introducing and encouraging people into horticulture and garden design.

Susan is a Professional Associate and exam moderator and holds the RHS General with Distinction. She continues to actively learn about horticulture and plants and (as her students will tell you) remains passionate and interested in design and horticulture.

She also supervised the Area Arboriculture Team and was Exhumations Officer€“ in charge of collecting discovered remains and arranging identification (if poss) and interment of same.
Learning Goals: Horticultural Marketing BHT304

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.


Explain the concept of supply and demand, in a specified horticultural context.
Explain two specified economic theories in relation to two different horticultural commodities.
Define twenty five terms relevant to horticultural marketing.
Distinguish between marketing and selling in a horticultural enterprise.
Compare different packaging strategies for various horticultural products.
Analyse the labelling of three different horticultural products, to determine possible improvements.
Analyse options for transportation to market of two different horticultural products.
Analyse storage options during marketing, for two different horticultural products.
Determine criteria which are critical to the marketing success of two different horticultural products.
Prepare a marketing plan for a horticultural enterprise, that summarizes:
Describe specific examples of three different marketing strategies, used in the horticultural industry.
Analyse the marketing of a specific, successful product or service, in the horticultural industry.
Define ten terms relevant to horticultural marketing, including:
product position.
Determine target markets for three different selected horticultural products.
Compare the marketing of a specified horticultural product using different marketing methods.
Evaluate the success of marketing methods being used by six different specified horticultural
enterprises, to market their products or services.
Evaluate positive features of customer service, in a specific horticultural enterprise.
Evaluate negative features of customer service, in a specific horticultural enterprise.
Explain the importance of consistent product availability, in a specified horticultural enterprise.
Explain the importance of well-trained customer service providers, in a specified horticultural enterprise.
Develop guidelines for maintaining good public relations, in a specific horticultural enterprise.
Prepare a customer service policy for a selected horticultural enterprise.
Design a questionnaire to determine demand for a new specified horticultural enterprise, in your locality.
Design a questionnaire to determine customer attitudes towards a specified horticultural product or service.
Determine the socio-economic attributes of clients of a specified horticultural enterprise, investigated by you.
Determine the behavioural characteristics of clients of a specified horticultural enterprise, investigated by you.
Conduct market research into a specific product or service, by questioning a representative sample of ten customers, of a horticultural enterprise.
Collate statistics from conducted market research that you conducted.
Analyse statistics relating to market research undertaken by you.
Explain appropriate applications for different advertising avenues, in the horticultural industry.
Develop guidelines for writing advertisements for a specified horticultural service or product.
Write appropriate advertisements for three different specified horticultural services or products.
Prepare an appropriate brochure, to the stage of finished art work, for a specific horticultural product or service.
Evaluate the response from specific horticultural advertisements.
Evaluate two different advertising methods used in a horticultural enterprise investigated by you, in terms of costs versus benefits.
Determine the significance of packaging, presentation and labelling to marketing of a specified horticultural product.
Estimate the relative benefits four different techniques which may be used to promote a specific horticultural enterprise.
Produce design for a specific nursery, farm, or other horticultural enterprise, to enhance marketing in that enterprise.
Develop a promotional campaign for a specified horticultural product or service.
Explain two different methods of determining a price for a specified horticultural product.

Zusätzliche Informationen

Horticulture, Mass Flower Production, Gardening