Agribusiness Marketing Level 2: Strategic Agri-Marketing

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Agribusiness Marketing Level 2: Strategic Agri-Marketing

Program Overview

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.

In Agribusiness Marketing Level 2: Strategic Agri-Marketing, you will develop a more strategic approach to marketing, learn to build marketing models with measurable results, and integrate variables that meet both the marketing and financial objectives of your agribusiness.

Each content session begins with an introduction to the marketing concept. From there, participants breakout into small groups to work alongside industry peers to apply concepts learned to real-world case studies and current agricultural marketing scenarios. The session wraps up as a class discussing the groups’ decisions and how they relate to making sound marketing decisions for the overall business. Case studies are provided prior to the program.

Working together

For questions or additional information, please contact us at agbusinessinfo@purdue.edu. If you’re not sure which program is the best fit for you, let us know! We can help you decide which program will be most beneficial to your professional development needs: agbusinessinfo@purdue.edu.

Key Benefits

  • Explore positioning, targeting and segmentation strategies that will provide real focus to your marketing strategy.
  • Understand, develop and manage brand strategies that communicate your organization’s promise to deliver specific benefits or services consistently to your customers.
  • Strategically manage marketing of products, product lines and services profitably through the product lifestyle.
  • Design and manage marketing channels that add value to buyers and sellers.
  • Learn how to address management issues in distributions systems, such as compensating and motivating channel partners, measuring performance and recognizing channel conflict.
  • Measure and calculate price elasticity in developing profitable pricing strategies that capture value created by product, placement and promotion strategies.
  • Explore components of an integrated communication approach and manage the promotion to mix to achieve reach and frequency goals with your target market.

Program Content

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.

Distribution Strategies

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.

Price Strategies

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.

Promotion Strategies

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?

Agribusiness Marketing Level 2: Strategic Agri-Marketing is an intensive course designed for marketing managers and directors responsible for developing or implementing marketing strategies for their agricultural businesses and field team members. Some example job titles include:

  • Vice President, Marketing
  • Marketing Manager
  • Marketing Director
  • Senior Product/Brand Manager

Program Agenda

A printable pdf of the agenda is available for download here.
*Please note that Indiana is on Eastern Daylight Time (EDT) during this conference.

Tuesday, October 8, 2019

Breakfast on Own

8:00 a.m.
Welcome and introductions
Emily Hoeing, Key Account Manager, Center for Food and Agricultural Business

Introduction to Strategic Agri-Marketing
Justin Funk, Managing Partner, Agri-Studies, Inc.

Segmentation & Targeting
Justin Funk

Noon
Lunch

Segmentation Case Preparation
Justin Funk

Segmentation Case Discussion
Justin Funk

Brand Management
Scott Downey, Associate Professor Agricultural Economics, Purdue University

5:00 p.m.
Conclude Day 1

5:15 – 7:00 p.m.
Welcome reception

Wednesday, October 9, 2019

Breakfast on Own

8:00 a.m.
Product Line Management
Scott Downey

Product Line Case Preparation
Scott Downey and Justin Funk

Product Line Case Discussion
Scott Downey and Justin Funk

Noon
Lunch

Distribution Strategies
Justin Funk

Distribution Case Preparation
Justin Funk

Distribution Discussion
Justin Funk

5:30 p.m.
Conclude Day 2
Evening on own

Thursday, October 10, 2019

Breakfast on Own

8:00 a.m.
Price Strategies
Justin Funk

HIR Price Activity
Justin Funk

Promotion Strategies
Scott Downey

Noon
Lunch

Promotion Case Preparation
Scott Downey and Justin Funk

Promotion Case Discussion
Scott Downey and Justin Funk

5:00 p.m.
Program Adjourns
Safe travels!

*Agenda subject to change

Participant Specifics

Program Location

Purdue University
West Lafayette, Ind. 47907

Hotel

There is a room block reserved for the group, checking in on Monday, October 7 and checking out on Thursday, October 10. Please contact the Hilton Garden Inn West Lafayette to make your reservation ahead of time and mention that you are with Strategic AgriMarketing (Group code SAM19) to receive the $103 room rate. Check-in is at 3:00 p.m. and check-out is at 11:00 a.m.

Hilton Garden Inn
356 East State Street, West Lafayette, Ind.
(765) 743-2100
Distance from campus: 0.9 miles

Reserve your room online

Arrival and Departure/Transportation

Covered parking is available at the Hilton Garden Inn. The Hilton Garden Inn has a free shuttle that you may reserve at the front desk to take to campus. There is also guest parking in the Grant Street Parking Garage if you choose to drive to campus. A parking pass to exit the garage will be provided at registration.

 

Meals

Please eat breakfast before attending the program. We will provide lunch to the group all three days. Coffee, soft drinks and refreshments will be available throughout each day, as well.

What to Wear

Attire for the program is business casual. Layers are recommended for the classroom.

Materials

Materials will be provided for you throughout the program. All of the presentations will also be available electronically following the program.

Seminar Payment/Cancellation

Payment for the seminar is due upon registration.
Please refer to our cancellation policy. You can make a substitution at any time.

For more information, contact:

Kearstynn Goulette
Program Manager
765-494-2591
kgoulett@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.

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