ASTA Management Micro-Course Series

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ASTA Management Micro-Course Series

Program Overview

In light of the ongoing pandemic and in the interest of the health and safety of our faculty, staff and participants, the traditional ASTA Management Academy will not be offered in 2021. Instead, a variation of similar topics focused on the practical application of general management concepts specifically critical to the long-term success of seed firms will take place through a micro-course series!

Micro-courses are short, live, online sessions focused on topics relevant to today’s seed industry environment. These interactive sessions are anything but your traditional webinar! You’ll have access to relevant and engaging content, gain tools immediately applicable to your work and directly engage with fellow participants and faculty instructors through topic-focused discussions and activities. All of this, all in a travel-free, safe way!

Customize your ASTA micro-course experience by choosing the development track right for you or joining us for more than one track for a special rate! Each development track includes two micro-courses where you’ll hear from outstanding faculty and receive a top-quality online learning experience. To ensure a high level of interaction and engagement with faculty, be sure to register at least one week prior to your selected development track as spots are limited!

Development Track Offerings

Track 1: Leadership and Development

Friday, March 19, 2021

We all possess individual styles when it comes to approaching change and situations involving change. Leaders in touch with their personal reactions to change are best able to cope with transition.

In this development track, Dr. Pete Hammett will lead you in visualizing what resilience and change management look like and discovering how you can frame and apply a personal, meaningful awareness of your innate change style. You’ll leave with a heightened ability to transition challenges into developmental experiences and apply key resilience-developing skills at home and work.

Key Topics

  • Understanding the impact of change on you and others
  • Identifying your change styles and tendencies
  • Enhancing your ability to manage your reactions to change
  • Understanding resilience and what it means for you personally
  • Accessing key attitudes and skills that help develop resilience
  • Learning to treat challenges as a developmental experience

Track 2: Business Strategy

Friday, March 26, 2021

Did you know that most executives are unable to articulate the objective, scope and advantage of their business in a simple statement? And if they can’t, neither can anyone else. In the What’s Your Strategy? micro-course in this development track, Dr. Allan Gray will walk you through the concepts of the strategy statement — what it is, why it’s important and what elements it entails. Then, you’ll draft a strategy statement for your business and chat with Dr. Gray about the progress and challenges you face during its development.

The disruptions and uncertainties of today’s marketplace make planning extremely difficult. However; this traditional view of planning sees it as a static activity designed to craft the perfect solution, create a written document and then execute that plan without deviation. In reality, effective strategic planning is about embracing change and preparing options for the future that allow us the right — not the obligation — to pursue a strategic path forward depending on how the future unfolds. In the Scenario Analysis Planning micro-course, you’ll learn about options thinking for strategic planning and focus on scenario planning as a key tool for crafting flexible strategies that prepare your organization for future disruptions. You’ll practice the proper process for developing robust and insightful scenarios and using those scenarios to identify the parts of your strategy that should be executed now and the parts that should be contingent upon outcomes of future uncertainties.

Key Topics

  • Scenario planning framework
  • Defining the problem/objective
  • Assessing drivers of the industry
  • Identifying key uncertain variables
  • Developing vivid description scenarios
  • Defining key success factors
  • Tracking relevant data to inform sequential decisions
  • Scenario and strategy matrix creation

Track 3: Sales and Marketing Strategies

Friday, April 2, 2021

Seed company value creation activities are usually structured through a complex function of breeding and technology that reveals a unique plant performance capability, but the communication of this value takes place through marketing (what the manufacture believes are the performance benefits of a seed) and sales (how that performance enables a buyer to accomplish their farm production goals). Most crop farmers are overwhelmed with brands and performance messages about crop protection, equipment, marketing and branding products, and they must sort through this complex set of brands and traits to choose the ideal seed. This makes getting your products to stand out from the crowd difficult (and expensive). In the Integrating Sales and Marketing micro-course in this development track, Dr. Scott Downey will lead you through the foundational elements of this process from a farmer perspective.

Marketing communication in the seed industry requires a unique combination of “push” and “pull” messaging as seed manufacturers work through dealers and farmers to communicate complex value propositions. Whether your company uses an internal dealer network or relies on dealers or retailers who represent multiple brands to communicate value to farmers, managing these networks can be challenging. Marketing can be like the telephone game where the “ideal” message gets changed or diluted as it is repeated. In the Marketing Through a Dealer Channel micro-course, you’ll learn how to determine where scarce marketing resources should be deployed, how to measure effectiveness and how to tap into overlooked, potentially high-impact approaches to communicate value.

Key Topics

  • Farmer information gathering and decision processes
  • Promotional marketing
  • Communication messaging
  • Communication strategies
  • Channel conflict
  • Dealer engagement

Track 4: Financial Management

Thursday, April 8, 2021

The ability to confidently extract meaningful data from financial statements and ratio analysis for decision-making purposes is critical in today’s challenging industry.

In this development track, Dr. Brady Brewer will aid you in better understanding how relationships among profitability and efficiency measures can be used to suggest business improvements. He’ll introduce the DuPont Profitability Model to evaluate the impact of change, discuss challenges of using this model with cash-based financial statements and draw attention to the relationship between earns (return on sales), turns (asset turnover) and return on assets. You’ll leave with an increased understanding of the development and context in using key financial ratios to measure the success and profitability of your business or area of responsibility.

Key Topics

  • Clarifying financial terminology to communicate more clearly with financial managers
  • Analyzing balance sheets, income statements and cash flow statements
  • Understanding cash conversion cycle, accounts receivable and inventory turnover
  • Evaluating profitability and financial performance
    • DuPont Profitability Model
    • Earns, turns and return on assets
  • Debt leverage and return on equity in food and agricultural business

 

 


Program Agenda

*Please note that Indiana is on Eastern Daylight Time (EDT) during this series.


Track 1: Leadership and Development

Friday, March 19, 2021

10:00 am – 12:30 pm EDT
Leading with Resilience

2:00 pm – 4:30 pm EDT
Leading Change


Track 2: Business Strategy

Friday, March 26, 2021

10:00 am – 12:30 pm EDT
What’s Your Strategy?

2:00 pm – 4:30 pm EDT
Scenario Analysis Planning


Track 3: Sales and Marketing Strategies

Friday, April 2, 2021

10:00 am – 12:30 pm EDT
Integrating Sales and Marketing

2:00 pm – 4:30 pm EDT
Marketing Through a Dealer Channel


Track 4: Financial Management

Thursday, April 8, 2021

10:00 am – 12:30 pm EDT
Interpreting Financial Statements

2:00 pm – 4:30 pm EDT
Interpreting Financial Ratios

Participant Specifics

Program Location

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

Hotel

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

Transportation

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
765-497-3828
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

Meals

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

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
765-494-4247
mquery@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.

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.