Marketing & Selling Mushrooms
Develop a practical marketing and sales plan for fresh and processed mushrooms across local, wholesale and online channels.
Programme identification
- 1.1Programme name
- Marketing & Selling Mushrooms
- 1.2Type of qualification
- Course
- 1.3Provider / endorsing institution
- Fungaris – International Institute of Mycology, School of Mushroom Business & Entrepreneurship. A Fungaris programme of its own, not endorsed by a university.
- 1.4Mode of study
- Online, with live sessions in a small group, recordings and a virtual campus.
- 1.5Duration (hours / ECTS credits)
- 3 months (12 weeks) · 72 hours in total · 6 modules of 12 hours · 12 live sessions of 2 hours. ECTS credits: not applicable (Fungaris own programme, not an official university degree).
- 1.6Language
- English
- 1.7Start and end dates / intake
- Next intake: 11 January 2027 to 2 April 2027. Enrolment closes on 4 January 2027. Following intake: 8 March 2027. How intakes work →
Overview
2.1Programme description
This course helps growers and small producers sell more of what they grow with less guesswork. You will learn who buys mushrooms and why, define your positioning and value proposition, compare local, wholesale and online channels, create content and stories that build trust, handle sales conversations and samples, and set up simple measures and a marketing calendar.
Many mushroom businesses can grow well but struggle to sell consistently, and unsold produce has a short shelf life. A focused marketing plan, built around the right customers and channels, protects revenue and reduces waste. The course is designed for growers, small producers and people taking on the commercial role in a farm or product business, whatever their starting point in marketing. Examples cover fresh, dried and processed mushrooms and both business and consumer buyers. In the final project you produce a practical twelve-month marketing and sales plan for your own business, with target segments, channel priorities, key messages, a content calendar and the indicators you will use to track results.
2.2Why it matters / what need it meets
It meets a practical need: applied, up-to-date knowledge in business, useful in areas such as mushroom farming, fresh produce and specialty foods, food retail and hospitality supply, agri-food marketing.
Mycology is moving fast and good practical training is still scarce. This programme gives you a structured path, taught live by people who work in the field, so you can apply what you learn with judgement and safety.
Objectives and competences
3.1General objective
To finish the programme able to apply its content professionally and with judgement. In short:
Develop a practical marketing and sales plan for fresh and processed mushrooms across local, wholesale and online channels.
3.2Specific objectives
- Build the foundations: Understanding mushroom buyers and segments; Positioning and value proposition.
- Put them into practice: Sales channels: local, wholesale and online; Content, social media and storytelling.
- Apply everything to a real case: Sales conversations, samples and follow-up; Measuring results and building a marketing calendar.
- Complete a final project reviewed by your tutor.
3.3Competences you will gain
- Segment mushroom buyers and choose priority customer groups.
- Write a clear value proposition for your products.
- Compare sales channels and select the best mix for you.
- Plan content and social media that supports sales.
- Measure marketing results and adjust a seasonal calendar.
Student profile
4.1Who it is for (entry profile)
Growers and small producers.
4.2Entry requirements
No prior marketing knowledge is required. Access to your own products or a business case to work on is helpful.
4.3Career paths (exit profile)
- Sales and marketing lead on a mushroom farm
- Grower-owner managing direct and wholesale sales
- Marketing coordinator for a small food producer
- Business development role with a mushroom distributor
- Freelance marketer for agri-food clients
Outcomes depend on your experience and on your local market.
Study plan
5.1Overall structure (modules and workload)
| Module | Title | Phase | Topics | Hours |
|---|---|---|---|---|
| 01 | Understanding mushroom buyers and segments | Foundations | 3 | 12 |
| 02 | Positioning and value proposition | Foundations | 3 | 12 |
| 03 | Sales channels: local, wholesale and online | Practice | 3 | 12 |
| 04 | Content, social media and storytelling | Practice | 3 | 12 |
| 05 | Sales conversations, samples and follow-up | Application & project | 3 | 12 |
| 06 | Measuring results and building a marketing calendar | Application & project | 3 | 12 |
| Total | 72 |
6 modules × 12 hours = 72 hours: 24 hours of live sessions, and the rest for campus study, exercises and the final project.
5.2Content by module
Hover or tap a module to follow the path from the first session to the final project. Open a module to see the topics it covers.
- Consumer and trade buyer types
- Buying motivations and barriers
- Prioritising segments
- What makes your mushrooms different
- Writing a value proposition
- Testing your positioning
- Local and direct channels
- Wholesale and distributors
- Online sales options
- Content that builds trust
- Choosing social platforms
- Telling the farm story
- Preparing a sales conversation
- Using samples effectively
- Follow-up and closing
- Choosing simple metrics
- Tracking sales by channel
- Building a marketing calendar
5.3Company placement
This programme does not include a company placement. Practice is built into every module through exercises, case studies and the final project.
5.4Final project
A twelve-month marketing and sales plan for your mushroom business, with segments, channels, messages and metrics.
Methodology
6.1How it is taught
- Live online sessions, usually weekly, with a working professional and a small group.
- Recordings of every session, so you can catch up if work or time zones get in the way.
- Exercises and real case studies in every module.
- Tutoring: your tutor answers questions and gives feedback on your exercises and project.
6.2Platform and resources
A Moodle virtual campus with session recordings, readings, exercises and forums for each module. You need a computer, an up-to-date browser and a stable connection; a webcam and microphone are recommended.
Technical requirements →6.3Estimated weekly workload
About 6 hours a week for 12 weeks: one 2-hour live session on a weekday evening, plus study and exercises on the campus at your own pace.
Assessment
7.1Assessment system and weighting
Progress is assessed through participation in live sessions and short practical exercises after each module. The final marketing plan is reviewed by the tutor.
7.2Requirements to pass
- Complete every module, by attending the live sessions or watching the recordings.
- Hand in the module exercises.
- Have your final project approved by your tutor.
Teaching team
8.1Academic direction
At Fungaris, the Business school coordinates the content and quality of this programme. The academic director of each intake is named in the intake guide.
8.2Faculty
Taught by professionals who work in the field. The tutor for each intake is confirmed before the start.
Meet our faculty →Certificate
9.1Certificate awarded
Course Certificate
On completing the programme and its project, Fungaris issues a Course Certificate. Fungaris certificates are the institute's own. Whether an employer, school or authority recognises them depends on that organisation and on local rules in each country.
9.2Issuing body / recognition
Issued by Fungaris (operated by Nexora Generation, S.L.) as a digital certificate. It is a Fungaris certificate of its own: it is not an official university degree and does not award ECTS credits.
About our certificates →Admission and enrolment
10.1Admission process (steps)
- Send your request through the form or write to admissions.
- Admissions reviews your profile and confirms the start date, the session schedule and the fee.
- You secure your place with full payment or a 40% reservation.
- You receive your campus access and welcome guide before the first session.
10.2Documents required
- A valid identity document.
- Contact and billing details (personal or company).
10.3Deadlines
Enrolment for the intake starting on 11 January 2027 is open until 4 January 2027, or until the group is full (maximum 20 students).
10.4Fee and payment options
Fee: £340
- Full payment before the start: £272 (20% reduction).
- 40% reservation (£136) and 3 monthly instalments of £68.
10.5Grants, discounts and funding
Discounts: 10% for Fungaris alumni and 15% for groups of three or more people from the same organisation. Discounts cannot be combined with each other or with the full-payment reduction.
Your employer can pay for the programme and receive the invoice in the company name. Whether a public or employer training budget can cover the fee depends on your country, so check with them.
10.6Cancellation policy
The conditions for cancelling, withdrawing or moving to a later intake are explained in our cancellation policy and in your enrolment confirmation. Nothing there limits your rights under the consumer law that applies to you.
Cancellation and refunds →Additional information
11.1Frequently asked questions
Do I need experience to study Marketing & Selling Mushrooms?
No prior marketing knowledge is required. Access to your own products or a business case to work on is helpful.
How is Marketing & Selling Mushrooms taught?
Live online, in 6 modules with a working professional, a small group and a final project.
How am I assessed?
Progress is assessed through participation in live sessions and short practical exercises after each module. The final marketing plan is reviewed by the tutor.
What is the final project?
A twelve-month marketing and sales plan for your mushroom business, with segments, channels, messages and metrics.
What certificate do I get?
On completing the programme and its project, Fungaris issues a Course Certificate. Fungaris certificates are the institute's own. Whether an employer, school or authority recognises them depends on that organisation and on local rules in each country.
What can I study after Marketing & Selling Mushrooms?
The natural next step is Diploma in Mushroom Business Management.
11.2Alumni testimonials
We only publish verified testimonials from real students. This programme does not have any published yet; they will appear here once its first intakes finish.
11.3Admissions contact
Write to info@fungaris.institute or use the contact form. Admissions answers in your language.
Read before you start.
Keep branching.
Join the next intake.
Pay in full with a 20% reduction, or reserve your place with 40% and pay the rest in monthly instalments. All prices are stated in pounds sterling (GBP).