Marketing of Forest Products and Services

Specialization / Direction

Knowledge Deepening / Consolidation

The course is also offered to exchange programme students.

Upon successful completion of the course, the student will be able to: - Apply modern marketing principles for the effective operation of a business or organization in forestry. - Conduct market research to identify consumer needs and desires, and design appropriate products and services that can be sold. - Present a well-documented proposal to the organization’s decision-makers on whether a new product or service meets consumer demands. - Segment a market and identify the target market for the organization they work for. - Determine the most suitable distribution channels to ensure products are available where and when the customer needs them. - Select the appropriate advertising program, public relations, and sales promotion techniques that work effectively for their organization. - Create a branded business or understand how certain products acquire a brand name. - Set the recommended selling price of a product (pricing). - Design and implement effective marketing strategies. - Apply effective sales techniques for forestry products. - Understand the importance of communication, both for the efficient functioning of a business and in their personal life.

Modern marketing focuses on the effective use of the 4P's (Product, Price, Place, Promotion) to develop a comprehensive marketing strategy. In the context of forestry, a marketing mix for forest products and services is essential for their successful promotion. Market research plays a key role in identifying consumer needs, enabling segmentation of forest product markets and appropriate pricing strategies. Techniques such as SWOT, PEST, Porter’s Five Forces, and product life cycle analysis help businesses assess internal and external factors. Promotion and sales techniques, combined with well-crafted marketing plans, are vital for reaching target audiences. Communication strategies are essential, incorporating advertising, public relations, and e-marketing to promote forest products and services effectively. The forestry market in Greece and internationally is highly dynamic, with a supply chain that includes certification of forest products and the value chain of forest production. Certifications like FSC and PEFC, along with eco-labels, serve as marketing tools that enhance product credibility. Additionally, sales forecasts and market estimates provide valuable insights into future trends. In the first two weeks of the course, students are introduced to modern marketing principles, including market research techniques. By week four, students learn about new product marketing methodology, while week six introduces market analysis and segmentation. The course also covers distribution channels, integrated communication strategies, and the role of innovation. By the end, students understand branding, pricing, and the global market for forest products, preparing them for practical marketing applications in forestry.

Marketing, marketing plans, modern marketing, sales, promotion, pricing, branding, marketing mix

28-06-2025