HORT 435 - Principles of Marketing and Management
for
Horticulture Businesses

 Course Objective  

This course is structured to introduce students to the principles of market research, market planning, and business development with focus in the horticultural sectors. The objectives of the course are to conduct a thorough market analysis and document the business opportunity assessment; and to develop a defensible market-driven business plan based on marketplace data and assessment. Students are required to implement basic principles of business management, including: market share estimation, financial planning, ownership structure, product line considerations, sales forecasting, pro forma income statement development, risk assessment, cash flow assessment, etc.