October 10-12, 2017
Creating an integrated and cohesive marketing strategy has many moving parts. How do you efficiently allocate your company's limited resources with confidence across multiple functions related to your company's marketing plan? Every marketing decision made has implications on the overall marketing strategy.
The focus of this course is the development of strategic marketing thinking. Strategic Agri-Marketing is an intensive graduate-level course designed for agricultural businesses. Participants who take this course will learn advanced concepts focused on different elements of the strategic marketing mix.
- Go beyond the four Ps of marketing—product, promotion, place, price—and learn concepts of marketing strategy
- Apply concepts using real-world case studies to current agricultural marketing situations and put new ideas to work making real-life decisions pertaining to your agribusinesses
Segmentation, Targeting and Positioning
Learn qualitative and quantitative methods for segmenting the market and identify effective targeting and positioning strategies that provide real focus to an integrated marketing strategy.
Product Line and Brand Strategies
Explore the elements of brand including the characteristic, personas and promises that are derived from them. Additionally, structure a framework to effectively manage your company's products and product lines through their lifecycles.
Compensating and motivating channel members, measuring performance and dealing with channel conflict will be discussed with effective approaches for dealing with management issues in distribution systems. Here, we will learn how to design and manage distribution systems (marketing channels) that are cost effective and meet the needs of targeted customers.
In this session, we will dig deep into the foundations of pricing and learn how to measure and use price elasticity to develop effective pricing strategies. Participants will consider how and when to use cost-oriented, demand-oriented or competitive pricing.
An integrated communication program is essential, but how can we be sure our promotion efforts achieve goals? Learn techniques to model marketing decisions and estimate the likely outcomes of various strategies before they are implemented.
Who should attend?
Strategic Agri-Marketing is an intensive course designed for managers responsible for developing or implementing marketing strategies for their agricultural businesses and field team members.
If your responsibilities include setting the direction of product marketing, making decisions influencing your company's product portfolio and pricing, market research and messaging, then this is the program for you.