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Market Planning for Agri-Marketers

August 7-9, 2018


Program Overview

A gap often exists between sales and marketing. But the two are closely related and, when they work together, the company and the customer both win. After all, marketing is about far more than just advertising. It's about creating a reputable brand and a value proposition that aligns with your customers' needs.

Market Planning for Agri-Marketers bridges the gap between sales and marketing. In this program, you will learn to think like a marketer and define your role in implementing marketing strategy—whether you're in marketing or sales. You also will learn to communicate more effectively with customers, maximize your organization's marketing strategy, work more closely with key customer segments and dealer channel partners, and be better prepared to help provide business planning and support.

Learn from industry-recognized experts and work alongside industry peers to explore timely and relevant marketing concepts, then apply the concepts to industry-specific case study situations.

Key Benefits

At this seminar, you will:

  • Study customers' buying behaviors and processes.
  • Identify and evaluate marketing opportunities.
  • Understand how to better manage the products in your portfolio.
  • Learn to capture and communicate value through pricing, distribution and promotion.

Program Content

Buyer Behavior

Understand customers' buyer behavior and buying process—leading to a better understanding of who is making purchasing decisions, their roles in the decision-making process and how decisions are being made.

Evaluating Market Opportunities

Discover how to identify and evaluate market opportunities using customer segmentation and targeting. Learn how to apply market research and sales-forecasting tools to identify high-priority customers.

Product Management

Learn effective product and service strategies and how they relate to managing your portfolio. Understand how to better manage products through the various stages of the product lifecycle and introduce new products and technologies.

Pricing, Distribution, Promotion

Learn to align and optimize pricing, distribution and promotion strategies:

  • Capture value through effective pricing strategies.
  • Deliver value throughout the distribution channel.
  • Implement a market communication plan and communicate value to farmer and dealer customers.

Who Should Attend

This seminar is designed for anyone responsible for managing and implementing sales and marketing activities at the local or regional level. Some examples of job titles are:

  • Product/brand manager
  • Territory sales manager
  • Regional account manager
  • Retail location manager
  • Marketing coordinator

Register Now



Program Dates

August 7-9, 2018


Purdue University, West Lafayette, Ind.

Registration Fee

$2,220/person through June 8
$2,395/person after June 8

Is this program for you?

For more information and group rates, contact:
Emily Hoeing, Key Account Program Manager

Educational Credit

You can earn CEU and CCA credit at this program.

Registration fees include all program materials, refreshments and some meals. Registrations are accepted on a first-come, first-served basis. Once the program is full, names will be added to a waiting list in the order in which they are received. Registration fees are due upon receipt of registration. Read the cancellation policy.