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
  - Retail
  - Wholesale
- Surveying customers
- Marketing budgets