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Horticultural Marketing
Horticultural Marketing 100 Hours Certificate Course
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Learn About Horticultural Marketing
Horticultural Marketing Online Course
Understand marketing in the horticultural industry with this distance learning home study course
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.
Course Information
Other Categories
Lessons
Lesson Structure:Ā Horticultural Marketing BHT304
There are 7 lessons:
1 Ā Introduction to Horticultural Marketing
- Introduction
- Marketing
- Key elements of marketing
- Understanding economics
- Performance criteria for an economy
- Horticultural marketing
2 Ā Horticultural Marketing Processes
- Special Project
- What is PBL?
- Why PBL?
- What is involved?
- PBL Project: Horticultural Marketing
- Packaging
- Plant labeling
- New Products
3 Ā Horticultural Marketing Methods
- Introduction
- Deciding on type of Business
- Size
- Location
- The premises
- Legal obligations
- Insurance
- Value of Business
- Ways in which Businesses can be viewed
- Controlling growth
- Improving results in business
4 Ā Customer Service
- Introduction
- Deal with complaints
- Customer satisfaction
- The customers point of view
- Customer goodwill
- Becoming an effective communicator
- Effective communication with customers
- Selling
5 Ā Horticultural Marketing Research
- Introduction
- Research Process
- Statistics
- Tracking trends
- Knowing your customers
- Marketing tips
- Examples of questionnaire questions
6 Ā Developing an Advertising Program
- Publicity Marketing
- Public relations
- Structuring an advertisement or promotion
- Messages
- Hints to writing an advertisement
- Advertising budgets
7 Ā Developing a Horticultural Marketing Strategy
- Introduction
- Shop layout
- Fixtures & fittings
- Space availability
- Displaying products for sale
- Spacing
- Quantity displayed
- Merchandising suggestions
- Type of service
- Stock control
- Key to good merchandising
- Brief example of a merchandising program
- Signs
- Signposting
- Hints for writing plant signs
- Understanding selling
- Increasing sales
- Sales methods
- Key rules every salesperson should follow
- Pricing
- Increasing your turnover
What You Will Do In This Course:
- 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:
- handling
- storage
- packaging
- transportation
- promotion
- selling.
- 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:
- demographic
- penetration
- segmentation
- targeting
- 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.
Learning Goals
Learning Goals:Ā 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.
Practical (Set Tasks)
Examinations
Program Summary
More Information
Assessment
Assessment is based on a combination of completing all assignments and sitting for a final short one and a half hour exam, in your own location.
If you donāt cope well with exams then you may elect to undertake a project instead. This is a popular option.
In addition, most modules have a Set Task at the end of each lesson placed before the assignment. This is an opportunity to undertake practical work to help you acquire knowledge and skills and practical experience.Ā This ADL feature is an added bonus not found at most online schools. Set Tasks are not required for assessment.Ā
Some courses also have optional Self-Tests which are available on our online learning platform. These are not available by correspondence or by USB, and do not form part of your overall grade.
How our courses work
- Choose Your Learning Method
You choose how you would like to receive your course material, i.e., Online, USB or Correspondence.Ā The choice is yours. You may also work on online or offline. - Tutor Allocation
Every student is assigned their own dedicated tutor who is an expert in their subject area. They provide as much or as little individual contact as you require. You can contact your tutor whenever you need – your hours are not limited. - Feedback and Assignments
Tutor Feedback is an essential component in helping you understand the subject matter. Tutor feedback is given in the form of notes written on the assignment. We encourage you to contact your Tutor where help with clarification and understanding of course material may be required.
Your assignments are located at the end of each lesson.Ā You submit them for marking whenever you are ready.Ā There is no time limit.Ā Ā - Set Tasks and Self-Tests
Most modules have a Set Task at the end of each lesson before for the assignment. This is where you get the opportunity to undertake practical work to help you acquire knowledge, skills and practical experience.Ā Many modules also have short Self-Tests. - Exams
Once all assignments have been completed you may then elect to sit for a one and half hour exam in your own location. If you prefer not to take the exam you do have the option to undertake a project instead.
Once the exam or project part of the course is completed, your Certificate is then processed.Ā Please allow approximately 4 weeks for this. - Design Your Own Qualification
ADL offers students the flexibility to self-design their own qualification ā bundling together a combination of 100-hour modules into a qualification higher than a certificate.
FAQ
FREQUENTLY ASKED QUESTIONS
Here is a list of the most often asked FAQās.
General
Q. Why should I enrol with the Academy for Distance Learning?
A. Here at ADL, our students are our priority ā we treat everyone as a unique individual.
Q. Do I need to buy text books?
A. No, as each module has been written by highly qualified industry professionals. The content of the material is presented in such a way that text books are not required. However, if you requireĀ additional reading your tutor will be able to supply a list.
Q. What happens if I have to stop studying for a while? (eg. become sick, go on holidays, have a baby, move house, etc)
A. Itās OK to take a break and start up your study at a later point in time. Just let us know.
Q. Is there an age limit?
A. There is no maximum age limit. We do however, have a minimum age limit of 18 years. Below that age parental consent would be required.
Q. Are your courses up-to date?
A. Our courses are revised and updated on a rotation system.
Q. Do you have a Cancellation policy?
A. Yes. We have a cancellation policy that is fair and equitable. For further details please click here.
Q. Will I have any opportunity to engage with other students?
A. We have a Student Community group based on facebook! If you donāt have a facebook account already, you could make one just for talking with fellow students on the group.
Enrolment
Q. When can I enrol/start?
A. You may enrol and start at any time of the year ā itās all self- paced.
Q. Can I study from anywhere in the world?
A. Our courses are available to anyone, anywhere in the world from the comfort of your own home. The course content is relevant to any country, culture or economy.
Q. How long do I have to complete the course?
A. You complete the course at any time that is convenient for you.
Q. Completing a 100 hour module – how long will it take?
A. For some students a 100 hour module will take approximately to 3- 6 months to complete. Others take less time and some even longer.
Assessment
Q. Assessment ā how does it work?
A. For each 100 hour module you are assessed by assignments (at the end of each lesson) and a final one and a half hour exam (or you may elect to complete a Project, instead of sitting the exam) āĀ the choice is yours ā you sit for the exam in your own location.
Q. I donāt cope well with exams ā what can I do?
A. You may elect to undertake a Project (set by your tutor) instead of sitting the exam. Projects are completed from your home and can usually take a couple of weeks to complete.
Q. If my assignment is not up to standard is there an opportunity to resubmit my work?
A. Yes ā
Q. How many assignments do I need to complete for each module?
A. At the end of each lesson, there is an assignment ā so if a course has say, 10 lessons, there would be 10 assignments.
Q. I am having difficulty attending workshops/industry meetings, what can be done?
A. If your course requires attendance at workshops, conferences, or industry meetings; alternative arrangements can be made in your country.
Qualifications
Q. What qualification will I receive?
A. For individual modules, you would be awarded a Certificate endorsed by TQUK (Training Qualifications, UK), providing you complete all assignments and the exam. If you just want to complete only the assignments and not sit for the exam or finish a Project, then a Letter of Achievement would be awarded. For more details on qualifications available please click here.
Q. Can I customize my diploma/higher qualification?
A. Not all educational institutionās certificates /diplomas meet everyoneās needs. The opportunity to Design Your Own Diploma at the Academy (subject to our approval) is an added bonus, not foundĀ at other colleges. You choose modules that you think will help you in achieving your goal.
Q. What do I get when I complete the course? Will I receive a transcript?
A. At the completion of all courses and providing all assignments and exam requirements have been met, you will receive your Award and a Transcript.
Tutors
Q. Our tutors ā who are they?
A. We appoint Tutors and require that they must be currently active in their industry, with at least 5 yearsā experience in their chosen profession.
Q. Can I contact my tutor at any time?
A. Yes – you have unlimited access to your tutor via email through our Online Classroom. You can always leave a message with ADL requesting your tutor to contact you. You decide on how much or howĀ little contact you wish to have.
Q. Practical work ā How is this done?
A. To find out more about this part of the course please visit the section on How Our Courses Work here.
Career Options
What's Included
Excerpt From The Course
DEALING WITH COMPLAINTS
Research has consistently shown that only a minor proportion of dissatisfied clients orĀ customers will actually lodge a complaint.
(Note: Research from America shows that 96% of customers never complain. Ref: āSellingĀ Todayā by Manning et al: Allyn & Bacon: 1989).
As such, it is always reasonable to assume that one complaint made probably indicates thatĀ there are many customers who are dissatisfied.
An effort should constantly be made to identify dissatisfied customers; particularly the silentĀ majority who do not complain. If these people can be identified before they cease being aĀ customer; there is an opportunity to deal with any problems, recapture their confidence, andĀ retain their patronage. Effective and consistent communication with customers is veryĀ important.
How to Identify a Dissatisfied Customer who does not Complain
This might be done a number of different ways, including:
- Use regular questionnaires (Invite customers to write down any suggestions aboutĀ how you can improve your service. People who don’t complain may raise issues ofĀ concern on a questionnaire).
- Talk to patrons frequently, and ask how you can help them more? If you are relaxedĀ in your approach, they will be more relaxed about giving a truthful response.
- Keep track of patronage.
- Keep good records of when specific patrons use your services; and analyse theĀ records to determine any changes in a personās pattern of usage. If there is aĀ negative trend, ask them why (in a relaxed way without intimidating them).Ā Ā· When a customer talks, Listen!
- Hear what people say, remember it, write it down, and analyse it. Do not dominate aĀ conversation when someone is trying to express discontent.
- Do not make Excuses!
- Never attempt to give an alibi. It is tempting to attribute blame when criticised but aĀ customer will respond far better to positive comments (e.g. āthanks for letting usĀ know; we’ll try to do something about that straight away”).
- You can politely explain reasons why things are the way they are but try to do it in aĀ positive way.
REMEMBER
Although there may be a cost involved in satisfying a disgruntled customer, there can be aĀ greater cost involved in losing that customer (i.e. extra promotion will be required to replaceĀ that customer, extra work may be required to counteract the negative publicity given by aĀ dissatisfied former customer telling his/her friends what they think about you).Ā A customer lost is more than lost business from ONE person. Anyone who abandons aĀ service or organisation (due to a perceived disservice) will tell many other people of theirĀ dissatisfaction.
Self Evaluation
If you are to maintain a good level of customer service, and properly perceive and deal withĀ complaints; it is valuable to continually re evaluate your dealings with customers/patrons.Ā Consider:
- Show appreciation to both the customer, and staff for sales or deals made.
- Follow up all significant sales.
- Follow up all new customers.
- Maintain a written record of any assurances or promises given to customers, andĀ follow them up to see they are met.
- Maintain a record of any important (and perhaps unique) personal characteristics ofĀ particular clients or customers.
- Communicate with customers/patrons (Keep them informed of any newĀ developments).
- Maintain good communication and rapport with any front line staff (ie. who deal withĀ customers on a day to day basis), and make sure they are aware of what is requiredĀ of them.
- Front line staff should continually show appreciation to customers for their support.
The owner, manager, or/and marketing manager have the responsibility of setting theĀ pattern of customer service.
Career Opportunities
FAQ - RHS Theory Qualifications
GENERALĀ
If you require further details about any of the RHS industry recognised qualifications please, call one of our friendly RHS Course Advisors on +44 (0)1227Ā 789Ā 649Ā orĀ email:Ā [email protected]
Q:Ā When can I Enrol/Start My RHS Course With ADL?
A: Anytime, Anywhere.Ā There are no enrolment deadlines.
Q:Ā I live Overseas. Can I Study From Overseas?
A:Ā You can study any of the RHS theory qualifications overseas.Ā All courses are offered in English.Ā You will need to email RHS Qualifications direct to arrange sitting for your examination overseas.
Q: Is There a Time Limit for Completing an RHS Qualification?
A:Ā At present there are no time limits.Ā However, RHS is contemplating in the future, the introduction of course time-lines.
Q:Ā Are There Any Entry Requirements (Pre-Requisites)?
A:Ā The RHS Theory courses do not require prerequisites, previous experience or any knowledge of horticulture. You just need passion for all things horticulture.
Q:Ā What Course Should I Start With First?Ā I Am New To RHS Qualifications.
A:Ā We highly recommend that you start with Level 2 ā Principles of Garden Planning, Establishment and Maintenance.
Q:Ā What Does ADL Course Material Include?
A:Ā Includes Power Point Presentations, Videos and written course lessons.
RHS EXAMS
Q:Ā When Do Exams Take Place?
A:Ā Exams are held on fixed dates in February and June of each year.Ā You should register as a candidate at least 3 months before these dates, so please do not leave exam registration to the last minute
Q:Ā Where Do I Take My Exams?
A:Ā UK: You take the exams at the RHS Wisley Centre, located between Cobham and Ripley in Surrey or at other authorised RHS centres around the UK.
Overseas: please email RHS qualifications direct for centre information.
Q:Ā Exam Pass Marks?
A: Ā Module – pass 50%.Ā Ā CommendationĀ 70%.
Qualification:Ā 50% pass for all modules.
CommendationĀ awarded for all modules.
Each questionĀ carries a value of 10 marks.
Q:Ā Iām Not Happy With My Exam Results?
A:Ā You have the opportunity to re-sit your exam at the next opportunity.
There are no restrictions on the number of re-sits you can take.Ā The highest mark you achieve will remain.,