794-203 Marketing

The objective of this subject is to extend participants' ability to:

• apply marketing concepts and methods;

• describe current horticultural marketing practices;

• evaluate marketing opportunities; and

• recommend strategies to satisfy specified horticultural markets.

The content includes marketing concepts and how they are currently applied in the various areas of horticulture, identification, evaluation and planning for new marketing opportunities, the marketing concept, market segmentation, the marketing mix, and market research and marketing related to the major areas of horticulture.

Assignment of 2000 words (40%); an examination of 2 hours (60%).