Horticultural Marketing

Course CodeBHT304
Fee CodeS2
Duration (approx)100 hours
QualificationStatement of Attainment

In any business, including horticulture, success depends upon your ability to successfully  market your product  - so that you stay ahead of your competitors.

  • Learn to market horticultural produce
  • Study different marketing components used in horticulture industry
  • Learn to develop appropriate marketing strategies
  • Understand the role of customer service in marketing

Lesson Structure

There are 7 lessons in this course:

  1. Introduction to Horticultural Marketing
    • Introduction
    • Key elements of marketing
    • Resources and networking
    • Supply and Demand
    • Understanding economics
    • Marketing horticulture plant produce vs plant products
  2. Horticultural Marketing Processes
    • Packaging
    • Plant labelling
    • Product line decisions
    • Problem Based Learning project
  3. Horticultural Marketing Methods
    • Introduction
    • Deciding marketing methods on type of business
    • Legal obligations
    • Value of business
    • Controlling business growth
    • Improving results in business
    • Use of internet for marketing
  4. Customer Service
    • Dealing with complaints
    • Customer satisfaction
    • How to become effective communicator
    • Ways of communication
    • Selling
  5. Horticultural Marketing Research
    • Introduction
    • Research process
    • Statistics
    • Tracking trends
    • Marketing tips
  6. Developing An Advertising Program
    • Publicity marketing
    • Public relations
    • Structuring advertisements or promotions
    • Advertising budgets
  7. Developing A Horticultural Marketing Strategy
    • Introduction
    • Shop layout
    • Displaying products for sale
    • Merchandising
    • Type of service
    • Stock control
    • Understanding selling
    • Sales methods
    • Pricing


  • Explain general economic concepts relevant to the horticultural industry.
  • 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.

What You Will Do

  • Explain the concept of supply and demand, in a specified horticultural context.
  • Explain specified economic theories in relation to two different horticultural commodities.
  • Define 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 different horticultural products, to determine possible improvements.
  • Analyse options for transportation to market of different horticultural products.
  • Analyse storage options during marketing, for different horticultural products.
  • Determine criteria which are critical to the marketing success of different horticultural products.
  • Prepare a marketing plan for a horticultural enterprise, that summarises:
    • 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.
  • Determine target markets for 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 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 you investigate.
  • Determine the behavioural characteristics of clients of a specified horticultural enterprise, you investigate.
  • Conduct market research into a specific product or service, by questioning a representative sample of different customers, of a horticultural enterprise.
  • Collate statistics from conducted market research that you conduct.
  • 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 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 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 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 different methods of determining a price for a specified horticultural product.


Horticultural marketing is a valued skill that can be applied to many different areas of horticulture including:

  • Garden centre
  • Retail nursery
  • Garden shop
  • Horticulture supplies
  • Crop growing
  • Fruit & vegetables
  • Gardening services

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