Skip to main content
 

Marketing Mostly Intangible Goods

The Case of Botanical Gardens and Arboreta

By Jorge A. Santiago-Blay

Marketing Mostly Intangible Goods


 

Abstract

This case study illustrates some of the common social and economic problems facing botanical gardens and arboreta today. The case describes a conversation between Angie and Suzie, two long-time staff members at an unnamed botanical garden. The women are discussing the economic difficulties the garden is experiencing. Like so many others, this botanical garden has been losing funds. Students read the case and in small groups discuss the value of botanical gardens and arboreta as well as their mission and operation. They then prepare an oral presentation as well as a written outline of a grant proposal seeking economic support for a botanical garden or arboretum of their choosing. This case study can be adapted to accommodate students with diverse background knowledge in biology, ranging from juniors and seniors taking environmental science or conservation biology courses, to freshmen or sophomores (science or non-science majors) enrolled in introductory biology courses, particularly those that include units on botany, biodiversity, and/or ecology.

   

Date Posted

05/04/2006

Overview

Objectives

  • Discuss the values of botanical gardens and arboreta and apply this information in a group presentation.
  • Discuss the mission as well as operational features of botanical gardens and arboreta and apply this knowledge in a group presentation.
  • Develop skills in proposal writing and presentation.
  • Appraise the effectiveness of the oral presentations of their fellow students.

Keywords

Botanical garden; arboretum; arboreta; public gardens; financial management; proposal writing; grant writing; mission statement

  

Subject Headings

Botany / Plant Science
Business / Management Science
Economics

EDUCATIONAL LEVEL

High school, Undergraduate lower division

  

FORMAT

PDF

   

TOPICAL AREAS

Policy issues, Social issues

   

LANGUAGE

English

   

TYPE/METHODS

Dilemma/Decision, Discussion, Role-Play

 

 

Asset 2