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| HORT0012-2 | Marketing of horticultural products
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| Duration : | 18h Th |
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| Number of credits : |
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| Lecturer : | André Toussaint |
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Language(s) of instruction :
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| French language |
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Course contents :
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| This course contains the 4 following axes :
1. Characterization and increase in value of fresh horticultural products : classification and characteristics
of the products; concept of products with high added value; interaction of products; economic lifespan of
a product; quality; quality management.
2. Production and consumption: the horticultural sector in Belgium and Wallonia: production and
consumption; the institutional environment: objectives and instruments of national and international
policies; the foreign trade: the horticulture in the European Union and in the world.
3. Trading, distribution and marketing: trading: sale by auctions, offices of mediation, wholesalers, etc;
professional channels in Belgium and in Europe: distribution and exchanges, international competition and
delocalized productions; marketing: behavior and waitings of consumers, market trends, specialization or
diversification, strategies of companies and new outlets.
4. Impact of the trade on the management of techniques and factors of production: maintenance of sales
places, innovations vegetable and technical innovations; environmental impact. |
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Learning outcomes of the course :
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| Analysis of the main operating steps of the horticulture industry : from the production field to the
consumer. Their interrelationships and driving forces.
After completing the course the student is expected to
- characterize the fresh horticultural products.
- synthesize the statistics of the regional horticultural production.
- criticize the technical itinerary of production and the standards of quality of the products.
- analyze the marketing operating steps and their factors of evolution.
- design new strategies of marketing.
- innovate the product presentation. |
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Prerequisites and co-requisites/ Recommended optional programme components :
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| -- HG206 - Principles of horticultural science
-- RS201 - Marketing and consumer market research. part 1
-- ZZ204 - General and rural sociology |
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Mode of delivery (face-to-face ; distance-learning) :
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| Lectures : 18h
Seminars : 6h |
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Recommended or required readings :
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| Lecture notes; Analyses C.E.A., M.C.M.A.Bxl; Annuaire Statistique AIPH, Den Haag; Evaluation du
potentiel de production horticole en Wallonie, 1997, APHW asbl, Gx; Etudes de marché Pomme et
Tomate, 1991, 1992, OCDE, Paris; The European Market for Fruit and Vegetables, 1991, Elsevier,
Londres; La filière fruits et légumes, 1984, Doc. 49 INRAP, Dijon; Note de méthodologie générale sur
l'analyse de filière, 1994, FAO, Rome; Filière Pépinière, 1994, Lavoisier, Paris; La distribution des fruits
et légumes frais, 1998, CTIFL, Paris; Agréage fruits et légumes, mode d'emploi, 2000, CTIFL, Paris ;
Guide du rayon fruits & légumes, 2001, CTIFL, Paris ; Vade-mecum de la commercialisation des
produits de terroir de Wallonie, 2005, MRW-DGA, Jambes. Lignes directrices pour les programmes
opérationnels 2005-2009 dans le secteur des fruits et légumes en Région wallonne, 2004 MRW-DGA,
Jambes. |
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Assessment methods and criteria :
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| Oral examination (70%)
Personal report (30%) |
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