Short Title:Retail Horticulture
Full Title:Retail Horticulture
Module Code:HTSC H3032
ECTS credits: 5
NFQ Level:7
Module Delivered in 4 programme(s)
Module Contributor:Rachel Freeman
Module Description:This module allows students to examine the retail Horticulture industry, its products and services. It aims to provide the student with the theory that underpins, and the operating skills of, the retail sector with particular reference to horticulture. It aims to examine, the range of products and services available, traditional and contemporary retail operations, and the impact of internet usage, e commerce and social media on the sector.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Identify a variety of Horticulture sector retail business and opportunities for sales, of both its products and its services
  2. Discuss aspects of retail operations pertinent to management of Horticultural products, including physical facilities, shelf life, maintenance of plants and other products
  3. Apply a range of retail operations skills including, customer service, visual communication, branding and promotion, merchandising and display of live plants and other horticultural products
  4. Outline the process of offering/buying, pricing, advertising and marketing horticultural products and services
  5. Review the impact of Internet usage, e commerce and social media on retail horticulture business

Module Content & Assessment

Indicative Content
Identification of retail business opportunities products and services,
Identify business and opportunities for retailing to include farmers markets, garden centres, florists, landscapers, designers, commercial and organic growers and nurseries, private and local authority parks and other suitable opportunities. Products to include fruit and vegetables, salad crops and herbs, cut flowers and floral arrangements, live plants, pots, sundries, furniture, landscaping, maintenance and design services, organic produce, and other associated products
Retail operations in horticulture
Facilities engaged in horticulture retail – market stalls, flower shop, garden centres, paving centres, farm shops, garden centres, retail nurseries and impacts on products and services. Managing live products in retail. Shelf life and post harvest care of products. Care and maintenance of live and limited shelf life horticultural products in retail settings. Product placement. Implementation of branding, marketing, visual communication and signage. Creating displays and merchandising products. Advertising.
Marketing horticultural products
Awareness of consumer requirements and buyer behaviour. Increasing sales and expanding product offering. Adding value. Increasing the range services provided. Using financial records to make business decisions. Benefits of POS software. Pricing strategies. Buying. Sales and promotions. Suppliers. Strategies for handling customer complaints. Shrinkage. Loyalty cards. Planning and managing effective advertising
Internet usage e commerce and social media in retail horticulture
Examine impacts of Internet usage on traditional retail horticulture. Discuss use of websites, linked in, Facebook, Twitter, Google +, YouTube, Pinterest, etsy, Instagram and others Develop key factors for horticulture business engaging in social marketing, on line engagement, and internet sales Investigate opportunities for new markets using internet and digital media channels
Indicative Assessment Breakdown%
Course Work Assessment %50.00%
Final Exam Assessment %50.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
In-class test In class test covering a range of topics 1,4,5 20.00 Week 9
Project Group project assignment 2,3 30.00 Week 6
Final Exam Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End of semester - FInal examination 1,2,3,4,5 50.00 End-of-Semester
Indicative Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
Reassessment Description
100% Exam

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 26.00
Every Week 26.00
Every Week 48.00
Recommended Book Resources
  • John Stanley 2002, The complete guide to garden center management, Ball Pub. Batavia, Ill. [ISBN: 1883052319]
  • Malcolm Ashwell, Sally Pearson, Professional Floristry Techniques, Farming Press [ISBN: 9780852365700]
  • John George Dalkeith Lamb, J.C. Kelly, P. Bowbrick, Nursery Stock Manual, Grower Books (A division of Nexus Media Ltd ) [ISBN: 0901361801]
  • Joel LaRusic, Start & Run A Landscaping Business, Self-Counsel Press [ISBN: 1551806053]
  • So you want to start a nursery, Timber Press 2003 Portland, OR [ISBN: 9780881925845]
  • Chaffey, Dave 2015, Digital business and e-commerce management : strategy, implementation and practice, 6th Ed., Prentice Hall UK [ISBN: 9780273786542]
  • Terence A. Shimp and J. Craig Andrews., Advertising, promotion and other aspects of integrated marketing communications [ISBN: 1133191428]
Recommended Article/Paper Resources
Other Resources
  • Horticultural marketing
  • Teagasc Horticulture
  • Bord Bia
  • The cost of running retail operations in Ireland
  • Entrepreneur article
  • Horticulture Business news and Information Website

Module Delivered in

Programme Code Programme Semester Delivery
BN_SHTSC_8 Bachelor of Science (Honours) in Horticulture [240 ECTS credits] 6 Elective
BN_SHTSC_7 Bachelor of Science in Horticulture [180 ECTS credits] 6 Elective
BN_SHTSC_D Bachelor of Science in Horticulture [NFQ level 7, Add on 60 ECTS credits] 4 Elective
BN_SHTSC_D Bachelor of Science in Horticulture [NFQ level 7, Add on 60 ECTS credits] 2 Mandatory