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Horticultural Marketing 100 Hours Certificate Course
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.
Lesson Structure: Horticultural Marketing BHT304
There are 7 lessons:
1 Introduction to Horticultural 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
- Plant labeling
- New Products
3 Horticultural Marketing Methods
- Deciding on type of Business
- The premises
- Legal obligations
- Value of Business
- Ways in which Businesses can be viewed
- Controlling growth
- Improving results in business
4 Customer Service
- Deal with complaints
- Customer satisfaction
- The customers point of view
- Customer goodwill
- Becoming an effective communicator
- Effective communication with customers
5 Horticultural Marketing Research
- Research Process
- 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
- Hints to writing an advertisement
- Advertising budgets
7 Developing a Horticultural Marketing Strategy
- Shop layout
- Fixtures & fittings
- Space availability
- Displaying products for sale
- Quantity displayed
- Merchandising suggestions
- Type of service
- Stock control
- Key to good merchandising
- Brief example of a merchandising program
- Hints for writing plant signs
- Understanding selling
- Increasing sales
- Sales methods
- Key rules every salesperson should follow
- 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:
- 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.
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.
Practical (Set Tasks)
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 don’t 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. This ADL feature is an added bonus not found at most online schools. Set Tasks are not required for assessment.
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. 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. You submit them for marking whenever you are ready. There is no time limit.
- 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. Many modules also have short Self-Tests.
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. Please allow approximately 4 weeks for this.
- Design Your Own Qualification
ADL offers students the flexibility to self-design their own qualification – bundling together a combination of 100-hour modules into a qualification higher than a certificate.
FREQUENTLY ASKED QUESTIONS
Due to our years of experience and wide range of online courses, here are a list of our FAQs and Answers asked by Students.
Q. Do I need to buy text books?
A. No, you are not required to purchase expensive text books for any of our courses, since each module has been written by highly qualified tutors and writers, and our courses are updated on a regular basis, adding new information, methods and knowledge. You are supplied with all “essential” references. Extra books are always useful though, especially for special projects. Tutors will advise you what to buy if you decide you would like to have extra reading material, but it is not essential. Check out our eBookstore if you’re looking for a starting point.
Q. What sets the Academy apart from other institutions?
A. A unique feature of our courses is that we combine knowledge of the subject matter with practical tasks (set tasks, found at the end of each lesson). So you get to do practical components in each lesson. The benefits of this approach are immense: – your skills and knowledge are developed to a much higher level not normally found at other distance learning institutions.
Q. How do the practical exercises (set tasks) work?
A. The practical component of each lesson can be in the form of : Field Research, Networking and Analysis, Conducting Surveys, Growing, Collecting, Photographing and Processes.
Q. Can I pay by instalments?
A. Yes, you can view all available payment options here.
Q. Are there any hidden costs?
A. There are no hidden extras – the tuition fee covers all course material, unlimited tutor support, assignment marking/feedback and any text books where specified and exams. The only extras are for the public examinations fees for the ICB Bookkeeping course and the RHS (Royal Horticulture Society) exams.
Q. Are your courses up-to date?
A. Our courses are continually updated. The course content is rapidly updated and improved without the red tape and bureaucracy experienced at other educational institutions.
Q. Do you have a Cancellation policy?
A. We have a cancellation policy that is fair and equitable. For further details please click here.
Q. What Recognition do you have?
A. The Academy for Distance Learning has various forms of recognition:
These include TQUK (Training Qualifications UK) – an Ofqual Awarding Organisation – ADL is an approved TQUK Centre.
IARC – International Approval Registration Centre, approved member. Accredited Training Provider for ICB (Institute of Certified Bookkeepers) and Approved Distance Learning Provider for the RHS (Royal Horticultural Society) and many more. Our graduates come from many parts of the world and have used our qualifications for successful employment and progression onto higher education. To view our full list of recognition and memberships 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 don’t have a facebook account already, you could make one just for talking with fellow students on the group.
Q. Why should I enrol with the Academy for Distance Learning?
A. Here at the Academy our students are our priority – we treat every student as a unique individual. This philosophy allows us to nurture those who are “slow and steady” learners rather than letting them fall through the cracks, while catering for those who are in a hurry to complete.
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. Completing the course- how long will it take?
A. Completion of modules varies from student to student. Many factors come into play such as work commitments and family life- there are always distractions. Some students work quicker than others. For a 100 hour module many students will take up to 3- 6 months, others take less time and some are even longer. It’s all up to you. There is no pressure to complete or deadline to finish. Naturally, longer courses will take more time.
Q. What learning formats are there?
A. Your enrollment comes with the Online Classroom study option by default. For a small additional cost you also have the options of USB or Correspondence.
USB: Your course is sent to you on a USB stick, so that you can carry it in your pocket. Ideal for those with unreliable internet connections. This option is an additional £5/module
Correspondence: You download the course content and then print your own copy to your requirements. You can then bind the lessons to suit your needs.
Q. Assessment – 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) – the choice is yours – you sit for the exam in your own location, or you can visit us in Canterbury, England to sit the exam if want to. Exam fees are included in the tuition fee you paid. You can read more about the examination process here. At the end of each lesson, there is an assignment. You submit it to the academy who then submits it to the tutor for marking, comments and feedback. Our policy is to have a grade for you within 5 to 7 days.
Q. How many assignments do I need to complete for each module?
A. At the end of each lesson, there is an assignment – so if a course has say, 10 lessons there would be 10 assignments. The number of lessons per module varies from module to module. See the course content from our website for further details.
Q. When do I have to hand in my first assignment?
A. There is no deadline for handing in the first assignment. Submit when you are ready. There are some students who hand in assignments within the first couple of weeks of enrolment – while there are others who submit their work 6 months later. It’s all at your own convenience to suit you. Everyone has different work and home commitments and we cater to these needs.
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; however, there may be an additional expense. We can appoint an appropriately qualified person anywhere to work through curriculum documentation supplied by us, to satisfy the requirements set down in a course.
Q. What qualification will I receive?
A. For individual modules, you would receive a Certificate (providing you complete all assignments and the exam). If you just want to complete the assignments only, then a Letter of Achievement would be awarded. For more details on qualifications awarded please click here.
Q. Is there a next level to progress to?
A. Yes – you can progress from one module to a combination of many modules and to higher qualifications i.e. Advanced Certificates, Diplomas and Higher Advanced Diplomas. Read more about course levels here.
Q. Can I customize my diploma/higher qualification?
A. Not all educational institution’s certificates /diplomas meet everyone’s needs. The opportunity to design your own diploma at the Academy (subject to our approval) is an added bonus, not found at other colleges. It’s a very popular option and widely used by many students. You quite simply choose the appropriate number of related modules needed to complete the qualification and submit them to us for approval as a custom diploma.
Q. What do I get when I complete the course? Will I receive a transcript?
A. At the completion of a 100-hour Certificate course and providing all assignments and exam have been completed, you will receive a Certificate and Transcript. The Transcript will list your GPA. Each 100-hour module is worth 3 credit hours.
Q. Do I have to sit for an exam?
A. Exams are optional but need to be undertaken in order to receive the Certificate or higher qualification. Exams are one and a half hours long. You appoint an adjudicator (subject to our approval) to supervise the exam. You sit for the exam in your own location. Its that simple.
Q. I don’t cope well with exams – what can I do?
A. If you feel you don’t cope well with exams you may elect to undertake a Project (set by the tutor) instead of sitting the exam. Many students prefer this option as they find researching the material for the project sharpens their research skills.
Q. If I don’t sit for the Exam do I still get a qualification?
A. If you don’t sit for the exam but complete the project alternative, you will still receive your endorsed qualification. If you don’t sit for an exam or complete a final project, providing you have completed all the assignments you will be awarded a Certificate of Achievement.
Q. Do I have to sit for the exam at the Academy?
A. No – whilst you are more than welcome to come to our location in Canterbury, U.K. and sit the exam in our classroom; the more popular option is to sit for the exam in your own location. You appoint an adjudicator to supervise the exam. Click here for more information on that process.
Q. Our tutors – who are they?
A. We only employ tutors who have are currently active in their industry with at least 5 years of real-world experience. Not only are they highly qualified but also experienced, knowledgeable, and professional- experts in their chosen fields from all parts of the world.
Q. Can I contact my tutor at any time?
A. Yes- you have unlimited access to tutors. We strongly encourage students to develop a dialogue with their Tutor. This is why we encourage students to submit their first assignment fairly quickly at the beginning of the course.
Every Academy student is assigned a tutor who supports you throughout your course and beyond. Your tutor is there to guide and facilitate your learning and provides as much or as little individual contact as you would like. When you submit your coursework the tutor will give you feedback that helps you develop your ideas and provides motivation. For those who do like to have interaction with other students, the ADL discussion forum connects you to students from all over the world.
Q. How do I contact my tutor?
A. You have direct contact with your tutor by email through the Online Classroom. Alternatively, you can write, fax, email, or phone the academy. Leave a message if your tutor isn’t available and they will phone, write or fax back; whatever suits you.
Q. If I don’t understand a question or a lesson may I contact the tutor?
A. You may contact a tutor as often as you like. There is no additional charge or restriction on this service. Contact can be made via the Student Zone, email, or by phone.
Q. Practical work – 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.
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.
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.
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.
FAQ - RHS Theory Qualifications
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)1227 789 649 or email: [email protected]
Q: When can I Enrol/Start My RHS Course With ADL?
A: Anytime, Anywhere. There are no enrolment deadlines.
Q: I live Overseas. Can I Study From Overseas?
A: You can study any of the RHS theory qualifications overseas. All courses are offered in English. 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: At present there are no time limits. However, RHS is contemplating in the future, the introduction of course time-lines.
Q: Are There Any Entry Requirements (Pre-Requisites)?
A: The RHS Theory courses do not require prerequisites, previous experience or any knowledge of horticulture. You just need passion for all things horticulture.
Q: What Course Should I Start With First? I Am New To RHS Qualifications.
A: We highly recommend that you start with Level 2 – Principles of Garden Planning, Establishment and Maintenance.
Q: What Does ADL Course Material Include?
A: Includes Power Point Presentations, Videos and written course lessons.
Q: When Do Exams Take Place?
A: Exams are held on fixed dates in February and June of each year. 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: Where Do I Take My Exams?
A: 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: Exam Pass Marks?
A: Module – pass 50%. Commendation 70%.
Qualification: 50% pass for all modules.
Commendation awarded for all modules.
Each question carries a value of 10 marks.
Q: I’m Not Happy With My Exam Results?
A: 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. The highest mark you achieve will remain.,