Description

Marketing and communications are an essential part of a strong business plan. Marketing success involves targeting your business communications at a diverse group of audiences. Your customers, potential customers, community members, different levels of government, associations, regulatory bodies are examples of audiences you will market the sale of your goods and services and the promotion of yourself and your business. This course focuses on the dynamic equine industry using a variety of examples to reflect the industries diversity. Key points discussed will help you to develop effective marketing and communications strategies for your equine business.

This course is entirely online, so no travel to the University of Guelph is required.


NOTE: This course is a core (required) course in the Certificate in Equine Business Management program. For details about this Certificate program, please visit the program website.
Students in the Diploma in Equine Studies program may use this course as an elective.

Designed For

Individuals interested in marketing in the equine industry.
Client groups targeted includes small business owners, equine business managers, horse owners, trainers, grooms, breeders, stable employees, veterinary technicians, industry representatives, coaches and individuals with an interest in horses.
This course is open to all students.

Assessment Method

Course Topics

• Introduction to marketing and communication in small businesses
• The communications process
• Marketing planning process
• Identifying your audiences
• Developing a marketing and communications plan
• Your market position and developing your communications message
  
• Development of your promotional mix
• Investigate marketing tools including advertising, emarketing, public relations
  
• Budgeting for marketing
• Evaluating your marketing and communication performance
• Keeping motivated and on track with your plan

Course Prerequisites

This course is one of three courses offered in the Certificate of Equine Business Management which we suggest you complete as a series of courses:

• Equine Business Management
• Marketing and Communications in the Equine Industry
• Equine Business Finance and Risk Management

• Students may take the courses in any order
• Completion of Grade 12 or equivalent OR at least 18 years of age.

Required Materials Provided:

• Course Reader and Materials