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Horticultural Marketing 100 Hours Certificate Course

Horticultural Marketing course online.  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.


 

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.

 

Lesson Structure:  Horticultural Marketing BHT304

There are 7 lessons:

1  Introduction to Horticultural Marketing

  • Introduction
  • Marketing
  • Key elements of marketing
  • Understanding economics
  • Performance criteria for an economy
  • Horticultural marketing

2  Horticultural Marketing Processes

  • Special Project
  • What is PBL?
  • Why PBL?
  • What is involved?
  • PBL Project: Horticultural Marketing
  • Packaging
  • Plant labeling
  • New Products

3  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  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  Horticultural Marketing Research

  • Introduction
  • Research Process
  • Statistics
  • Tracking trends
  • Knowing your customers
  • Marketing tips
  • Examples of questionnaire questions

6  Developing an Advertising Program

  • Publicity Marketing
  • Public relations
  • Structuring an advertisement or promotion
  • Messages
  • Hints to writing an advertisement
  • Advertising budgets

7  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.

 

Excerpt From The Course

DEALING WITH COMPLAINTS

Research has consistently shown that only a minor proportion of dissatisfied clients or customers will actually lodge a complaint.

(Note: Research from America shows that 96% of customers never complain. Ref: ‘Selling Today’ by Manning et al: Allyn & Bacon: 1989).

As such, it is always reasonable to assume that one complaint made probably indicates that there are many customers who are dissatisfied.

An effort should constantly be made to identify dissatisfied customers; particularly the silent majority who do not complain. If these people can be identified before they cease being a customer; there is an opportunity to deal with any problems, recapture their confidence, and retain their patronage. Effective and consistent communication with customers is very 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 about how you can improve your service. People who don't complain may raise issues of concern on a questionnaire).
  • Talk to patrons frequently, and ask how you can help them more? If you are relaxed 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 the records to determine any changes in a person’s pattern of usage. If there is a negative trend, ask them why (in a relaxed way without intimidating them). · When a customer talks, Listen!
  • Hear what people say, remember it, write it down, and analyse it. Do not dominate a 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 a customer will respond far better to positive comments (e.g. “thanks for letting us 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 a positive way.

REMEMBER

Although there may be a cost involved in satisfying a disgruntled customer, there can be a greater cost involved in losing that customer (i.e. extra promotion will be required to replace that customer, extra work may be required to counteract the negative publicity given by a dissatisfied former customer telling his/her friends what they think about you). A customer lost is more than lost business from ONE person. Anyone who abandons a service or organisation (due to a perceived disservice) will tell many other people of their dissatisfaction.

Self Evaluation

If you are to maintain a good level of customer service, and properly perceive and deal with complaints; it is valuable to continually re evaluate your dealings with customers/patrons. 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, and follow them up to see they are met.
  • Maintain a record of any important (and perhaps unique) personal characteristics of particular clients or customers.
  • Communicate with customers/patrons (Keep them informed of any new developments).
  • Maintain good communication and rapport with any front line staff (ie. who deal with customers on a day to day basis), and make sure they are aware of what is required 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 the pattern of customer service.


 

Course Info
How Do Our Tuition Fees Compare?Full time classroom based Further Education Courses - Approx. £5,000 per year - Part-time classroom based Adult Education Courses - Approx. £7.00 per hour - N.B. classroom tuition means you learn at the pace of the class. One-to-one private tuition - from £15.00 per hour - ADL one-to-one tution fees - From £340 per 100 Hour Course = Average of £3.40 per hour - N.B. one-to-one tuition is tailored to your own individual learning availability and pace.
Course StartBegin your learning at any time.
Course Prerequisite None - Our course levels are an indication of the depth of learning you should receive. They do not describe the level of difficulty.
Course Qualification (Study Option A)Endorsed Qualification from TQUK - Training Qualifications UK, an Ofqual Approved Awarding Organisation - Completed written assignments and final evaluation per course/module to be taken.
Course Qualification (Study Option B)Certificate of Attainment from ADL - Completed written assignments only - no final evaluation.
Comparative Credits InformationUK Course Credits: 10 - U.S. Credit Hours: 3 - when compared to regulated courses.
Course Duration and DeadlinesCourse hours given are a guide only. You will be encouraged to work at your own pace to learn as much as you can, with no assignment deadlines or end date by which you must complete your course by. You are in control!
Study SupportPersonal tutor/mentor support from industry relevant professionals throughout your whole course. Mentors are contactable by e-mail, telephone and through the Moodle online classroom. They provide assistance with your course material, plus discuss, explain and give advice when needed. They will also mark and grade your assignments, plus provide constructive and helpful feedback vital to your success.
Suitability for Self Employment and Small BusinessesOur courses are ideal for sole traders and small business owners and their staff. Customer confidence in what you can do will determine how successful you are in getting clients. Doing the job right using the correct knowledge and skills, leads to repeat business and referrals to friends, family and work colleagues. Completing one or more of our courses for the service you have to offer, will give you the tools to achieve this and grow your business.
Recognition of Your Course By EmployersWe aim to achieve the correct balance between your qualification being recognised and providing you with the in-depth learning, to empower you to succeed. If you can demonstrate that you have the level of knowledge and transferable skills necessary to an employer, you should stand out from someone who has only received a superficial understanding of what's required - Select study option A when enrolling, so an employer can check the status of the awarding organisation for your qualification on the Ofqual Register.
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Designing Your Own QualificationBundle up your choice of related courses to form your own qualification. Our Advanced Certificates (4 courses), Diplomas (6 courses), Advanced Diplomas (8 courses) and Higher Advanced Diplomas (12 courses), are used to differentiate between the in-depth knowledge and skills you will acquire in your chosen area of study. e.g. Advanced Certificate in Turf Care Management, which includes individual courses: Turf Care, Sports Turf Care, Turf Repair and Renovation and Turf Grasses.
How Can I Enrol?Online by selecting your study option, learning materials, plus payment option and then clicking the Enrol Now button - By contacting us for an application form - By telephoning us on 01227 789 649 (International: 0044 1227 789 649). Lines open 9am till 5pm Monday to Friday, excluding Bank Holidays and between Christmas and New Year.
How Can I Get a Pro-forma Invoice for my Employer?Contact us with details and we will email your employer an invoice. We will need: employer's name, address, telephone number, email address and contact name. We will also require your name, telephone number, email address, date of birth and the course and code you wish to enrol for.
Horticultural Marketing 100 Hours Certificate Course

Disciplines:

Horticulture Courses Online  Plant Nursery & Propagation Courses Online  Post Graduate Studies Courses Online  Post Graduate Studies Courses Online  Levels Courses Online 

Horticultural Marketing 100 Hours Certificate Course

Price: £340.00Course Code: BHT304 CLD
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