certificate in marketing

Success in horticultural marketing depends very much on the most appropriate training.

An outgoing, organised and communicative personality is an asset, but education is a key factor for success. This course provides a solid foundation for working in marketing, either in your own business, or in someone else's. The right combination of knowledge, skill, and personality will always be in high demand; so if you need the skills and knowledge, this course is a legitimate step in the right direction.

Marketing is the art of convincing. It goes beyond just selling, and requires an open and trustful relationship, even in that short period of time when the sale happens, between salesperson and client. Learn the basics of the art of marketing in this certificate.

The Garden Design Academy is run by experienced horticultural business managers passionate about passing on their knowledge to a new generation. It draws on decades of industry experience to offer a range of courses tailored to the needs of the modern professional.

This course develops skills in marketing, with techniques applicable to horticulture as in most other businesses. It is ideal for the owner of any horticultural business or for those working or hoping to work as:

  • Marketing Manager,
  • Sales Representative,
  • advertising agent, marketing consultant, customer service advisor, distribution manager, etc

The certificate requires successful completion of each of the following 6 modules:

1. E-commerce

Develop an ability to manage commercial transactions electronically, particularly via the internet. While the course is concerned with marketing, management and processing; the primary concern is marketing. E commerce is short for “electronic commerce”. It is anything concerned with doing business electronically. Ecommerce includes commerce conducted over the internet, but also other forms of electronic commerce such as telephone banking, using a fax, or generating and managing accounting systems on a computer (without use of the internet). This course focuses on the internet; but covers other aspects of e commerce as well.
This course is excellent for managers and marketing people who are good with general marketing but are not very sure about marketing on the web.
There are eight lessons in this module as follows:

  1. Introduction: What is e-commerce, scope of e commerce. E commerce problems & advantages, security, using the internet, contract law, How different electronic payment systems work (eg. credit card, bank transfer etc)
  2. Success & Failure: What makes a web site commercially successful? Relaxing with technology, what can go wrong, site visibility, interactivity of a site, etc
  3. Promotional Strategies: Internet differences; Internet code of conduct, marketing management, target marketing, categories of url’s (search engines, ffa’s, directories etc)
  4. Optimizing Web Site Potential: Monitoring visitors, Ground rules keep changing, Meta tags, Evaluation services, Submission services, etc
  5. Increasing Web Site Exposure: Developing a marketing plan, Promoting a site, Forms of advertising, Types of Marketing (Affiliate marketing; Free Content Marketing; Drive in Marketing, Buzz Marketing and User Group Marketing.)
  6. Automating Supply of Goods, Services and Cash flow: Ways to process payment; Ways to supply goods or services.
  7. Managing Constant Change: Ways to keep information up to date, Resource Planning, Information Currency vs Cash Currency, etc.
  8. Dealing with E Commerce Problems: Learning from mistakes (others & yours)

2. Advertising and Promotions

Contents:

  1. Analysing the Market
  2. Target Marketing
  3. Display and Display Techniques
  4. Advertising and Promotions Strategy
  5. New Product Development
  6. Sales Techniques - General
  7. Writing Advertisement
  8. Electronic Marketing -Telephone & Email
  9. Direct Mailing
  10. Exhibitions & Shows

Course aims

  • Analyse a market and understand what prompts people to choose one product or service over another.
  • Determine the promotional effort on an identified target market.
  • Explain how to organise and/or conduct displays.
  • Plan an advertising program.
  • Review a promotions campaign.
  • Explain how to choose and develop marketing of new products and services.
  • Explain how to organise and/or conduct promotions.
  • Develop a sales approach for a product or service which has a difficult sales history.
  • Plan a sales staff training program
  • Develop different advertisements and different promotional leaflets or brochures
  • Describe promotional and advertising techniques using electronic media, in particular the phone and the internet.
  • Determine an appropriate direct mailing campaign.
  • Design a show/exhibition stand
  • Explain how to organise or conduct shows

3. Management

Make sure your management style is grounded in the 'tried and true'. This course outlines management theories and procedures, problem solving and decision making tactics, staff management, and more. Developed by professionals with a substantial amount of industry experience, it is the perfect foundation for a successful career.

There are 6 lessons as follows:

  1. Introduction & Organizational Structures
  2. Management Theories & Procedures
  3. Problem Solving & Decision Making
  4. Management Styles & External Influences
  5. Employing People & Interview Skills
  6. Staff Management

4. Project Management

Project Management is an invaluable tool used in all industries, and in all sorts of situations. It is relevant to a diverse range of projects, including technical, human resources, marketing, and more.
This is a compressed version of a much longer course, so it is highly informative, and great value for money.
It was developed by highly qualified professionals, with years of experience in their respective fields.

There are nine lessons as follows:

  1. Introduction
    Understanding what project management is, and what its applications might be.
  2. Project Identification
    Identification and defining projects which need management.
  3. Project Planning
    Developing a strategy and framework for the plan.
  4. Project Implementation
    Managers duties during implementation, developing a Preparation Control Chart,
    Regulating implementation.
  5. Project Completion & Evaluation
    Dangers in this stage, Steps in Project completion, Declaring a project sustainable,
    Developing an evaluation method.
  6. Technical Project Management Skills
    Preparing a proposal, budget control/management, steps in drawing up a
    post project appraisal.
  7. Leadership Skills
    Styles of leadership, leadership principles and methods.
  8. Improving Key Personnel Skills
    Listening skills, Negotiation skills, Conflict management.
  9. Major Assignment
    Developing full documentation for a project.

5. Event Management


This is a course designed to develop knowledge and skills in the planning and management of special events including gallery openings, festivals, exhibitions and sporting events.
It is also a very good starting point for people thinking in developing an Event Management career and wanting to try the waters first.

There are 9 lessons as follows:

  1. Scope and Nature of Event Management
  2. Developing the Concept
  3. Physical an Human Resources
  4. Project Logistics
  5. Marketing an Event
  6. Financial Management
  7. Risk Management
  8. Staging the Event
  9. After the Event

6. Sales Skills

There are twelve lessons in this course; as outlined below:

1. Presentation and selling: Personality. "Never judge a book by its cover." A wise old saying! but people who buy do make judgements especially about sales people. Dress and grooming are top priority in selling. As well you must learn how to develop a selling personality.

2. Communication and Conversational selling: Learn the art of written and verbal communication in easy to understand terms.

3. Marketing (Buyer analysis and motivation): Presentation of products to consumers and motivating them to buy.

4. Management (Hierachy): Dealing with upper management; learn how to get your point across. How to be assertive and positive when dealing with your superiors.

5. Helping the Product Sell Itself

6. Know your product and pre planning: Through observation, reading and listening get to know your products (pre planning is essential in today's complex society).

7. Selling made as simple as A B C: The procedure of selling.

8. "The Opening" (getting the attention of the buyer): Creating the right atmosphere for a sale to take place.

9. "Closing a Sale" (overcoming objections): Buyers will tend to look elsewhere unless a salesman can close a sale in an appropriate amount of time. Learn the secrets.

10. Stress Management: Learn the art of relaxation through stress management techniques.

11. The Law and Selling

12. Report Assessment Writing: Salespeople need to have the ability and skill to write a condensed and accurate report on which management will comprehend and act upon.

Each lesson culminates in an assignment which is submitted to the Academy, marked by the Academy's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Working with Colin Elliott, an experienced professional business manager with huge marketing experience, these courses are your route to a successful furture in the industry.


Certificate in Marketing

Course cost: £ 1,200 (single payment)

OR 2 payments of £ 640

OR 4 payments of £345

Book your course NOW


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