Syllabus

FÖ0478 Marketing gardens and landscapes, 7.5 Credits

Subjects

Education cycle

Modules

Advanced study in the main field

Grading scale

Language

Prior knowledge

Objectives

The course intends to give understanding of the market for horticultural services and related products. The description of the horticultural market comprises whole value chain from consumption to production. The course should contribute with basic knowledge of marketing and an understanding of how marketing is a precondition to be able to meet consumers’ and users’ need in private as well as in public sector.

On completion of the course, the student should:

• know and be able to explain central marketing concepts and be able to apply the basic marketing tools

• be able to identify and relate different functions and actors in the value chains for horticultural services and products

• be able to describe and account for the consumer ’s buyer decision process and factors that influence it, and have basic knowledge of different methods of marketing research that can be used to understand the users’ needs, wishes and demand

• be able to identify and explain how changes in the market environment influence the actors in the value chain, and how discuss how businesses and other actors may relate to these changes

• have developed his ability to oral and written presentation and be able to evaluate and in a constructive way contribute with views on the work of others

Content

The course’s point of departure is the 4P of the marketing mix (product, price, place and promotion). The course contains central concepts, such as consumer behavior, environmental scanning and strategic marketing, and relates these concepts to businesses working with garden design and associated activities. A special starting point is the concept of the product, such as it can include horticultural services, for example garden design and landscape planning, experiences, counselling and facility.

With practical cases and assignments, for example an own market research or campaign plan for a real or fictitious company, the course provides an insight in how the marketing tools can be used practically. Presentation techniques, oral and in writing, are included as a generic knowledge in the course.

Study visits, presentations and seminars are compulsory.

Grading form

Formats and requirements for examination

The examination consists of written examination and oral and written presentation of project work and assignments. To pass the course, approved examination, passed presentations of project work and seminar assignments and approved participation in compulsory components are required.

• If a student has failed an examination, the examiner has the right to issue supplementary assignments. This applies if it is possible and there are grounds to do so.

• The examiner can provide an adapted assessment to students entitled to study support for students with disabilities following a decision by the university. Examiners may also issue an adapted examination or provide an alternative way for the students to take the exam.

• If this syllabus is withdrawn, SLU may introduce transitional provisions for examining students admitted based on this syllabus and who have not yet passed the course.

• For the assessment of an independent project (degree project), the examiner may also allow a student to add supplemental information after the deadline for submission. Read more in the Education Planning and Administration Handbook.

Other information

• The right to participate in teaching and/or supervision only applies for the course instance the student was admitted to and registered on.

• If there are special reasons, students are entitled to participate in components with compulsory attendance when the course is given again. Read more in the Education Planning and Administration Handbook.

Responsible department

Department of People and Society