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The horticultural market

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The course evaluation is open between 2021-05-30 and 2021-06-20

Additional course evaluations for FÖ0461

Academic year 2019/2020

The horticultural market (FÖ0461-40133) 2020-03-25 - 2020-06-07

FÖ0461 The horticultural market, 15.0 Credits


Syllabus approved



Business Administration Horticultural science

Education cycle

First cycle


Title Credits Code
Market environment and the horticultural market 5.00 1002
Market analysis and market research methods 3.00 1003
Marketing 7.00 1004

Advanced study in the main field

First cycle, entry requirements only from upper secondary school(G1N)

Grading scale

5:Pass with Distinction, 4:Pass with Credit, 3:Pass, U:Fail The requirements for attaining different grades are described in the course assessment criteria which are contained in a supplement to the course syllabus. Current information on assessment criteria shall be made available at the start of the course.



Prior knowledge

General entry requirements.


The course intends to describe the dynamic horticultural market and give a basic understanding of horticultural marketing. The whole value chain is included from consumption to production with the actors that are involved on the national and international market. The importance of a functioning whole value chain is emphasised and illustrated during the course.

On completion of the course, the student shall be able to:
- identify and relate different functions and actors in the value chain of horticultural products
- know and be able to explain central concepts and models in the marketing area and be able to apply the basic marketing tools.
- describe the consumer’s purchasing process and the factors affecting it
- describe different aspects of the quality concept and how labeling and certifications are used for quality assurance throughout the value chain and for communicating with the consumer
- identify and explain how external changes influence the actors in the value chain and discuss how companies and organisations in horticulture can relate to these changes
- use relevant information, data and market theory to describe the international market of horticultural products and its development
- have an understanding of sustainability and ethical aspects related to horticultural products, and of legislation and regulation of the use of horticultural products or processed products
- have developed the ability of oral and written presentation and an ability of evaluating and in a constructive way contributing with views on the work of other students.


The course intends to give understanding of the market for horticultural products. The image of the market includes the value chain from consumption to production including actors for horticultural products, understanding of the international market and the distribution chain of horticultural products. The course aims to contribute with basic knowledge of market and marketing and an understanding of how marketing is a precondition for the ability to meet consumers and users’ needs, and give understanding of basic market theory. In the marketing section, the starting point in the course is product, price, location and influence. The course includes central concepts such as consumer behaviour, society analysis and strategic marketing of companies and businesses that work with horticultural products and related areas.
The course is based on different themes that are covered by lectures, exercises, workshops or seminars. Case studies are used to show applications on horticultural business.
Information retrieval via databases and presentation techniques, orally and in writing, is included as a generic element of the course.

Scheduled guest lectures, exercises, seminars and study visits are compulsory.

Formats and requirements for examination

The examination consists of written examination and presentation of project work and assignments. To pass the course, approved examination, passed presentation of project work and assignments and participation in compulsory components are required.
  • If the student fails a test, the examiner may give the student a supplementary assignment, provided this is possible and there is reason to do so.
  • If the student has been granted special educational support because of a disability, the examiner has the right to offer the student an adapted test, or provide an alternative assessment.
  • If changes are made to this course syllabus, or if the course is closed, SLU shall decide on transitional rules for examination of students admitted under this syllabus but who have not yet passed the course.
  • For the examination of a degree project (independent project), the examiner may also allow the student to add supplemental information after the deadline. For more information on this, please refer to the regulations for education at Bachelor's and Master's level.

Other information

  • The right to take part in teaching and/or supervision only applies to the course date to which the student has been admitted and registered on.
  • If there are special reasons, the student may take part in course components that require compulsory attendance at a later date. For more information on this, please refer to the regulations for education at Bachelor's and Master's level.

Additional information

English and Swedish course literature is used.

Responsible department

Department of People and Society

Further information

Determined by: Programnämnden för utbildning inom landskap och trädgård (PN - LT)
Replaces: FÖ0352, FÖ0423
There are no Grading criteria posted for this course
1) Marknadsföring - Teori, strategi och praktik
Author: Kotler, P., Armstrong, G. & Parment, A. (översättning)
ISBN: 978-0-273-73600-4
Comments: Detta är kursens huvudbok. Boken är en svensk version av Armstrong 6 Kotler "Marketing: an introduction (ed. 7e)". Det går lika bra att använda den engelska boken (det finns flera utgivningar och de fungerar bra allihop. Fråga kursansvarig om du är osäker vilken bok du kan använda). Boken har använts vid fler kurser på Alnarp, så det kan också finnas begagnade exemplar till försäljning.

Course facts

The course is offered as an independent course: No The course is offered as a programme course: Horticultural Science Programme Horticultural Management - Gardening and Horticultural Production, Bachelor´s Programme Syllabus for Horticultural Management – Gardening and Horticultural Production (BSc) Tuition fee: Tuition fee only for non-EU/EEA/Switzerland citizens: 26165 SEK Cycle: First cycle
Subject: Business Administration Horticultural science
Course code: FÖ0461 Application code: SLU-40048 Location: Alnarp Distance course: No Language: Swedish Responsible department: Department of People and Society Pace: 100%