Cradle Coast
This unit starts 12/07/2021 and ends 15/08/2021
Introduction
This unit introduces the strategic use of contemporary marketing and communication tools in horticulture. It considers how strategic and operational business goals shape marketing approaches and communication of ideas and initiatives. You will investigate key concepts in marketing practice and shifts in consumer trends and competition. You will also investigate ideas and concepts that are important for effective marketing, communication during crises or significant challenges, while also comparing strategies and applying these in practice. Using these learnings, you will develop and provide a rationale for a marketing strategy and communication plan for your own business.
This unit’s content will introduce you to:
1. Marketing, exchange, and value.
2. Customer segments and orientation
3. The 4 P’s: product, promotion, place, and price.
4. Market research and strategy
5. Price determination
6. Communication skills
7. Working with the media
In conjunction with the discipline theory, this unit fosters learning through practice and its application to specific business settings. The content of this unit and other units undertaken in this course will support the development of a personal and business portfolio.
Summary 2021
| Unit name | Horticultural Marketing and Communication |
|---|---|
| Unit code | KLA505 |
| Credit points | 12.5 |
| Faculty/School | College of Sciences and Engineering Tasmanian Institute of Agriculture |
| Discipline | Agriculture and Food Systems |
| Coordinator | Alison Hall |
| Available as student elective? | No |
| Breadth Unit? | No |
Availability
Note
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Units are offered in attending mode unless otherwise indicated (that is attendance is required at the campus identified). A unit identified as offered by distance, that is there is no requirement for attendance, is identified with a nominal enrolment campus. A unit offered to both attending students and by distance from the same campus is identified as having both modes of study.
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TNE Program units special approval requirements.
* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).
Learning Outcomes
1 | Describe horticultural marketing concepts and practices for a horticultural business. |
2 | Apply marketing principles, concepts, and strategies to a horticultural business or product |
3 | Outline a marketing campaign for an existing or new horticultural business, product or service |
4 | Develop a communications plan targeted at the public for a business development or controversial issue in the horticultural industry |
Fees
Requisites
Teaching
| Teaching Pattern | Online delivery |
|---|---|
| Assessment | AT1 - 2000 word Assignment (40%) AT2 - 1800 Assignment (30%) AT3 - 1800 word Communication Plan Assignment (30%) |
| Timetable | View the lecture timetable | View the full unit timetable |
Textbooks
| Required | None |
|---|
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