Seed Management Academy

Program Overview

Strong business management abilities have always been critical in leading successful teams and organizations, and our current environment has only increased this importance. The Seed Management Academy, formerly known as the ASTA Management Academy, is a valuable opportunity for anyone involved in the seed industry. In partnership with the American Seed Trade Association (ASTA), we’re committed to nurturing growth, innovation and excellence within the seed industry. During the academy, Drs. Brady Brewer, Scott Downey, Brenna Ellison and Pete Hammett will take you on a deep dive into the practical application of general management concepts vital to the long-term success of seed firms, discuss the changing agribusiness environment and implications for the seed industry, explore marketing strategies and more.

Previously a week-long program, the Seed Management Academy has improved its delivery model! The academy’s impactful content will now be delivered through a blended model approach featuring some online and in-person aspects. Two weeks before the academy, you’ll receive pre-recorded videos from each instructor overviewing key concepts to be discussed during the live sessions. You’ll review these videos and gain a foundational understanding of topics, then you’ll join us on Purdue University’s campus to practice these concepts and tools through group discussions and activities that simulate real-life application of management principles.

Whether you’re an experienced decision-maker or new to the industry, this academy is beneficial for all levels of responsibility and segments of the seed business, including vegetable/garden, row crop and turf grass marketplaces. Over 1,340 participants representing more than 300 firms worldwide have completed the Seed Management Academy. While it is not required to attend as a team, past participants have found it beneficial to attend with others from their organization.

For questions about this program, team pricing or more information on who should attend, contact Aissa Good at aissa@purdue.edu or (765) 299-3486.

“The most impactful part of the ASTA Management Academy was the strategic nature of the discussions facilitated by great faculty, as well as the chance to network and learn from others in the industry about their challenges and opportunities.” – Corey Beck, Licensing Lead, Beck’s Hybrids

Key Benefits

• Discuss the changing agribusiness environment and future implications for seed companies;
• Explore marketing strategies and financial management tools;
• Understand the five functional areas of business and how decisions can impact each area;
• Evaluate strategies for leveraging competitive advantage;
• Gain leadership tools that add value to your organization and help employees achieve higher performance.

Program Content

Marketing Management

With a firm grasp on the changing agribusiness environment, this session will focus on what it means for a seed firm to have a true market orientation. You’ll learn how to create and communicate points of difference by examining topics such as customer satisfaction, market disciplines and demand innovation.

Organizational Leadership

This session will help you acquire new skills and tools for evaluating and managing your own and others’ performance. You’ll learn about change management, building productive working relationships, improving managerial communication and defining performance management strategies.

Financial Management

Understanding and correctly using key financial management tools is essential in addressing many day-to-day problems seed firm managers face. In this session, you’ll focus on developing core financial management competencies and utilizing them to make decisions.

Supply Chain Management

Supply chain management is about aligning your organization and supplier activities to efficiently and effectively meet the needs of your customers. This session will cover inventory management strategies, demand forecasting and chain partner alignment.

Strategic Management

Strategy formulation helps organizations determine and match their internal goals, strengths, limitations and resources with opportunities and challenges that exist in the external business environment. Strategic positioning and critical competitive capabilities such as speed, quality, and innovation will be the focus of this session.

Educational Credit

You can earn CEU and CCA credit at this program.

Program Partner

The See Management Academy is offered in partnership with the American Seed Trade Association (ASTA).