Program Overview
Creating an integrated and cohesive marketing strategy has many moving parts, and every marketing decision has implications on the overall marketing plan. For example, how can you effectively allocate your company’s limited resources across multiple marketing functions? This three-day program, led by Scott Downey and Justin Funk, will equip you with a strategic approach to marketing. Through a robut case study-based format, you will explore how to build marketing models with measurable results and integrate variables to meet both the marketing and financial objectives for your agribusiness. You’ll have the opportunity to engage directly with fellow participants and faculty through group discussions, case studies and activities.
This program is especially beneficial for marketing managers, directors and related roles that are responsible for or have responsibilities similar to developing or implementing marketing strategies for their agribusinesses and field team members.
For questions about this program or more information on who should participate, please contact Taryn Nance at tnance@purdue.edu or (765) 714-2771.
“Strategic Agri-Marketing was very informative, and I especially liked the real-world case studies and examples covered. It’s a great program, and I am glad I was able to take part.”
– Corbin Abrell, Branch Manager, Helena Agri-Enterprises, LLC
Key Benefits
During this seminar, you will:
- Engage in detailed case studies to explore positioning, targeting and segmentation strategies;
- Learn to develop and manage brand strategies that communicate your organization’s value;
- Discover how to manage marketing of products, product lines and services through the product lifecycle;
- Design and manage marketing channels that add value to buyers and sellers;
- Address management issues in distribution systems with practical case discussions;
- Measure and calculate price elasticity to develop profitable pricing strategies;
- Apply components of an integrated communication approach through case study analysis; and
- Learn to manage the promotion mix to achieve reach and frequency goals.
Program Content
Segmentation, Targeting and Positioning
Learn qualitative and quantitative methods for market segmentation and identify effective targeting and positioning strategies to focus your integrated marketing strategy.
Product Line and Brand Strategies
Explore the elements of branding, including characteristics, personas and the promises derived from them. Structure a framework to manage your company’s products and product lines effectively throughout their lifecycles.
Distribution Strategies
Discuss case studies on compensating and motivating channel members, measuring performance and managing channel conflict. Discover effective approaches for dealing with management issues in distribution systems and learn to design cost effective distribution systems (marketing channels) that meet targeted customer needs.
Price Strategies
Dig deep into the foundations of pricing and learn how to measure and use price elasticity to develop effective pricing strategies. Consider how and when to use cost-oriented, demand-oriented or competitive pricing through practical examples.
Promotion Strategies
Examine case studies on integrated communication program and learn techniques to model marketing decisions and estimate the likely outcomes of various strategies before implementation.
Educational Credit
You can earn CEU and CCA credit at this program.
FACULTY MEMBERS
ASSOCIATE FACULTY
Program Agenda
*Please note that Indiana is on Eastern Time (ET).
*A downloadable pdf of the agenda can be found here.
Tuesday, October 7
7:30 a.m.
Classroom opens
8:00 a.m.
Welcome and Introductions
DeShea Wallace
Introduction to Strategic Agri-Marketing
Justin Funk
Segmentation, Targeting & Positioning
Justin Funk
Agro Seeds Case Preparation
Justin Funk
12:00 p.m.
Lunch
12:45 p.m.
Agro Seeds Case Debrief
Justin Funk
Channel Design
Scott Downey
Channel Management
Scott Downey
TopCon Case Preparation
Scott Downey and Justin Funk
5:00 p.m.
Conclude Day 1
5:30 p.m. – 7:00 p.m.
Welcome Networking Dinner Reception
Wednesday, October 8
7:30 a.m.
Classroom opens
8:00 a.m.
Debrief Day 1
TopCon Case Debrief
Scott Downey and Justin Funk
Brand Management and Product Discussion
Scott Downey and Justin Funk
12:00 p.m.
Lunch
1:00 p.m.
Norco Hay Preservatives Case Preparation
Justin Funk
Norco Hay Preservatives Case Discussion
Justin Funk
Pricing Strategies
Justin Funk
5:00 p.m.
Conclude Day 2
Evening on your own
Thursday, October 9
7:30 a.m.
Classroom opens
8:00 a.m.
Debrief Day 2
HIR Price Activity (Immuno Genetics)
Justin Funk
Promotion Discussion
Scott Downey
11:45 a.m.
Lunch
12:30 p.m.
Agri-Finance Canada Case Preparation
Justin Funk
Agri-Finance Canada Case Discussion
Justin Funk
4:00 p.m.
Program Adjourns
*Agenda subject to change
Travel and Information
Program Location
Purdue University
Krannert Building, Room 758
403 West State Street
West Lafayette, IN 47907
Hotel
There are two hotel options below. Please read carefully to help you decide which hotel you prefer.
Union Club Hotel (Marriot):
A block of rooms has been reserved at the Union Club Hotel Marriot. Contact the Union Club Hotel at (765) 496-5118 or click here to make your reservation. Mention that you are with Strategic Agri-Marketing to receive the $199/night room rate. Check-in is 4:00 p.m. and check-out is 11:00 a.m. The room block and discounted rate will expire at 5:00 p.m. on September 8, 2025.
Union Club Hotel
201 Grant St, West Lafayette, IN, 47906
(765) 494-8922
Locate with Google maps
The Union Club Hotel is located right in the heart of Purdue campus and across the street and walking distance from the Krannert Building where Strategic Agri-Marketing will be held. There is a tunnel system that can take you from the Union Club Hotel to the Krannert Building to avoid weather. While breakfast isn’t offered at UCH, it is in close proximity to the offerings of the Purdue Union.
Hampton Inn & Suites West Lafayette:
A block of rooms has been reserved at the Hampton Inn & Suites West Lafayette (approximately 1 mile from campus). Contact the Hampton Inn & Suites at (765) 269-8000 or click here to make your reservation. Mention that you are with Strategic Agri-Marketing to receive the $142/night room rate. Check-in is 3:00 p.m. and check-out is 11:00 a.m. The room block and discounted rate will expire at 12 p.m. on September 6, 2025.
Hampton Inn & Suites West Lafayette
160 Tapawingo Drive, West Lafayette, IN, 47906
(765) 269-8000
Located by the roundabout
Locate with Google maps
The Hampton Inn and Suites is a short drive to the Krannert Building with parking available in the Grant Street Parking Garage. The Hampton isl in close proximity to Purdue campus and all of its offerings. A continental breakfast is available each morning at the Hampton and included in your stay.
GETTING TO PURDUE UNIVERSITY: DIRECTIONS AND MAPS
Parking and Transportation
All participants will park in the Grant Street Parking Garage for the program click here for directions.
If you are staying at the Purdue Union Hotel you can pay self-parking for $10 per day and $15 for in and out access.
If you are driving in daily, it will cost $10 per day.
What to Wear
The attire for the program is business casual. The average temperature in West Lafayette in October ranges from a high of 65 degrees to a low of 43 degrees. Layers are recommended for the classroom.
Meals
Please plan to eat breakfast before attending the program. If staying at the Hampton Inn & Suites, breakfast opens at 6 a.m. EST. If staying at the Union Hotel, there is a Starbucks and other offerings in the building. Lunch will be provided daily, with drinks and snacks available throughout each day. There will be a networking dinner on October 7.
Materials
Materials will be provided for you throughout the program. The presentations will also be available to you following the program.
Seminar Payment/Cancellation
Payment for the program is due upon registration. Please refer to our cancellation policy for full details and information.
Contact:
Cooper House
Event Manager
(765) 418-6993
chouse@purdue.edu
Program Cancellation Policy
If a participant is unable to attend a Purdue University Center for Food and Agricultural Business program, the participant may choose to: 1) transfer their registration fee to another participant within the same company, or 2) choose to receive a credit for the same program or another program that takes place within the 12 months following the originally booked event. However, a request to use a credit must be received no less than 30 days prior to the program start date, otherwise the credit will not be valid. No refunds will be issued regardless of cancellation date.
The Center for Food and Agricultural Business reserves the right to cancel a program due to low enrollment or other circumstances which would make the program non-viable. If a program is cancelled, registrants will be offered a full refund. Should circumstances arise that result in the postponement of a program, the Center for Food and Agricultural Business has the right to either issue a full refund or transfer registration to the same program on the new future date. The Center for Food and Agricultural Business will not be responsible for reimbursement of any participant expenses related to the cancellation or postponement of an event.