ASTA Management Academy

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ASTA Management Academy

Program Overview

Strong business management abilities have always been a critical aspect of leading successful teams and organizations, and the current environment we face has only increased this importance. During the ASTA Management Academy, Drs. Brady Brewer, Scott Downey, Allan Gray, Pete Hammett and Bobby Martens 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.

Traditionally a week-long program, the ASTA Management Academy has improved its delivery model! This year, the academy’s impactful content will be delivered through a blended model approach featuring some online and in-person aspects. Two weeks prior to the academy, you’ll receive pre-recorded videos from each instructor overviewing key concepts to be discussed during the live sessions to come. You’ll review these videos and gain a foundational understanding of topics, then you’ll join us on Purdue University’s campus February 15-17 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 ASTA 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, please contact Aissa Good at 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.” – Cory 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.

Program Partner

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


Program Agenda

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

Tuesday, February 15

8:00 am
Welcome and Kick Off

9:00 am
Thinking Strategically: Implications for the Seed Industry
Allan Gray, Purdue University


1:00 pm
Leadership and Change Management Strategies
Pete Hammett, Hammett Consulting

5:00 pm
End of Day One

Wednesday, February 16

8:00 am
Financial Management for the Non-Financial Manager
Brady Brewer, Purdue University


1:00 pm
Operations and Supply Chain Management
Bobby Martens, Iowa State University

5:00 pm
End of Day Two

Thursday, February 17

8:00 am
Sales and Marketing — Creating and Communicating Value
Scott Downey, Purdue University


1:00 pm
Business Strategy
Allan Gray, Purdue University

4:30 pm
Closing and Final Thoughts

5:00 pm
Safe Travels Home

Participant Specifics

Program Location

Krannert, Purdue University
403 West State Street
West Lafayette, IN 47907


Hilton Garden Inn West Lafayette Wabash Landing
356 East State Street, West Lafayette, IN
(765) 743-2100
Distance from campus: .64 miles
Locate with google maps


If you would like to take a shuttle from the Indianapolis Airport to the Hilton Garden Inn or Union Club Hotel, you may contact:
Lafayette Limo/Shuttle Service
Star of America Shuttle Service
Toll Free 1-800-228-0814

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.

Getting to Purdue University: Directions and Maps


Please eat breakfast before attending the program. We will provide lunch to the group on Tuesday, Wednesday, and Thursday. Coffee, soft drinks and refreshments will be available throughout each day.

What to Wear

Attire for the conference is business casual. March in Indiana is generally a high of 40 degrees with a low of 22 degrees.


Materials will be furnished for you throughout the program. All of the presentations will also be available on our website following the program.

Tunnel System at Purdue

There is an underground tunnel system at Purdue. If you are interested in using the tunnels in case of inclement weather, please download this convenient map. The tunnel goes from the Purdue Memorial Union to Krannert Center and also from Grant Street Parking Garage to Krannert Center.

For more information, contact:

Michelle Query
Program Manager

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.

Should circumstances arise due to COVID-19 that result in the postponement of / or change to an online 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.