FÖ0461, The horticultural market, 15.0 Hp
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Syllabus

Level

First cycle (G1N)

Main field of study

Business Administration, Horticultural Science

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 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.

Examination Formats and Requirements for Passing the Course

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.

Responsible Department/Equivalent

Department of People and Society

Supplementary information

Included in program

• Syllabus for Horticultural Management – Gardening and Horticultural Production (BSc)
• Horticultural Management - Gardening and Horticultural Production, Bachelor's Programme

Module set

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

The Course Replaces

FÖ0352, FÖ0423

Other Information

English and Swedish course literature is used.