| |
Oct 30, 2025
|
|
|
|
|
Catalog 2023-2024 [ARCHIVED CATALOG] Chemeketa Community College, Salem OR (curriculum@chemeketa.edu)
|
HOR 257 Horticultural Marketing
Lecture Hours: 3
Credits: 3
Covers the fundamentals of marketing ornamental plants, including market analysis and market strategies. Explores a variety of marketing communication tools and techniques and examines advantages and disadvantages of each. Examines current situations and future trends in national and international marketing. Focuses on development of a marketing plan for a nursery and greenhouse business.
Student Learning Outcomes:
- Develop a marketing plan for a specific nursery or greenhouse business.
- Evaluate target market areas and potential niche markets.
- Compare and contrast different marketing communication tools for their suitability to a specific business.
- Access resources to current practices and future trends in marketing nursery and greenhouse crops nationally and internationally.
- Describe the process of sales forecasting for a nursery or greenhouse.
Content Outline
- Overview of Marketing
- Definitions
- How to be market driven
- Target Market Analysis
- Evaluating competition
- Understanding market areas
- Networking
- Other producers
- Consumers
- Understanding niche markets
- Marketing Information
- Current market trends
- Market demand forecasting
- Sales forecasting
- Future trends
- Marketing Strategies
- Product development
- Product/service mix
- Marketing single plants
- Marketing plant groups
- Marketing services
- Branding
- Packaging/labeling
- Services
- Pricing
- International Marketing
- Similarities and differences between domestic and international markets
- Current trends
- Developing a strategy for international marketing
- Marketing Communications
- Options, relative costs, time commitment
- Advertising
- History and goals of advertising
- Design considerations
- Placement
- Limitations
- Internet advertising
- Direct marketing
- Definitions
- Strategies
- Tools
- Catalogs
- History and objectives
- Design
- Strengths/weaknesses
- Linking to the internet
- Internet
- E-mail
- Websites
- Blogs
- Search engines
- Events
- Trade shows
- Logististics
- Booth design
- Planning and evaluation
- Conventions
- Educational gatherings
- Sponsorships
- Public relations
- Telling your story
- Writing your story
- General guidelines
- Working with a consultant
- Publishing your story
- Trade publications
- Industry organization options
- Professional freelance writers
- Creating synergy between multiple marketing tools
- Developing a Marketing Plan
- Defining the customer base
- Marketing channels
- Surveying customers
- Marketing budgets
|
|