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Syllabus

FÖ0461 The horticultural market, 15.0 Credits

Trädgårdsmarknaden

Subjects

Horticultural Science Business Administration Business Administration Horticultural science

Education cycle

Bachelor’s level

Modules

Title	Credits	Code
Market environment and the horticultural market	5.0	0202
Market analysis and market research methods	3.0	0203
Marketing	7.0	0204

Advanced study in the main field

First cycle, has only upper-secondary level entry requirements
Bachelor’s level (G1N)

Grading scale

Language

Swedish

Prior knowledge

General entry requirements.

Objectives

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.

Content

The course comprises market and marketing of horticultural products throughout the value chain. The course aims to give basic knowledge of market and marketing, an understanding of how marketing is a precondition for the ability to meet consumers and users’ needs, and to give understanding of basic market theory. The course includes central concepts such as the value chain, society analysis, economic botany, consumer behavior, market communication, distribution channels, pricing strategies, formation of the value proposition, market theory and marketing strategies for companies and businesses that work with horticultural products and related areas. During the course, qualitative analysis as well as quantitative analysis are used to investigate the market.

Grading form

The grade requirements within the course grading system are set out in specific criteria. These criteria must be available by the course start at the latest.

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 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.

Additional information

English and Swedish course literature is used.

Responsible department

Department of People and Society