FÖ0478, Marketing gardens and landscapes, 7.5 Hp
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Syllabus

Finalized by: PN-LT, 2021-11-15
Valid from : Autumn semester 2026 (2026-08-31)

Level

First cycle (G1N)

Main field of study

Business Administration, Landscape Architecture

Grading Scale

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.

Course language

Swedish

Entry Requirements

Objectives

The course intends to give understanding of the market for horticultural services and related products. The description of the horticultural market comprises whole value chain from consumption to production. The course should contribute with basic knowledge of marketing and an understanding of how marketing is a precondition to be able to meet consumers’ and users’ need in private as well as in public sector.

On completion of the course, the student should:

• know and be able to explain central marketing concepts and be able to apply the basic marketing tools
• be able to identify and relate different functions and actors in the value chains for horticultural services and products
• be able to describe and account for the consumer ’s buyer decision process and factors that influence it, and have basic knowledge of different methods of marketing research that can be used to understand the users’ needs, wishes and demand
• be able to identify and explain how changes in the market environment influence the actors in the value chain, and how discuss how businesses and other actors may relate to these changes
• have developed his ability to oral and written presentation and be able to evaluate and in a constructive way contribute with views on the work of others

Content

The course’s point of departure is the 4P of the marketing mix (product, price, place and promotion). The course contains central concepts, such as consumer behavior, environmental scanning and strategic marketing, and relates these concepts to businesses working with garden design and associated activities. A special starting point is the concept of the product, such as it can include horticultural services, for example garden design and landscape planning, experiences, counselling and facility.

With practical cases and assignments, for example an own market research or campaign plan for a real or fictitious company, the course provides an insight in how the marketing tools can be used practically. Presentation techniques, oral and in writing, are included as a generic knowledge in the course.

Study visits, presentations and seminars are compulsory.

Examination Formats and Requirements for Passing the Course

The examination consists of written examination and oral and written presentation of project work and assignments. To pass the course, approved examination, passed presentations of project work and seminar assignments and approved participation in compulsory components are required.

Responsible Department/Equivalent

Department of People and Society

Supplementary information

Included in program

• Trädgårdsingenjörsprogrammet - design
• Horticultural Management Programme - Garden Design, Bachelor's Programme

Module set

The Course Replaces

FÖ0352, FÖ0424