ASTA Management Academy

ASTA Management Academy

Program Overview

The ASTA Management Academy focuses on the practical application of general management concepts specifically critical to the long-term success of seed firms. Core management courses are designed to broaden your general management abilities while special issue seminars provide an in-depth look at current issues facing the seed industry.

examining fields

At the Academy, faculty members from the Purdue University Department of Agricultural Economics and recognized industry experts will lead participants through case studies and group activities to stimulate real-life application of management principles. The program is designed to provide intensive interaction and discussion with faculty, speakers and other seed industry managers.


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Key Benefits

  • Discuss the changing agribusiness environment and future implications for seed companies.
  • Explore fundamental marketing strategies including methods such as segmenting and targeting markets.
  • Discuss the five functional areas of business and consider how a decision made in one area impacts others.
  • Evaluate strategies for leveraging your organization’s competitive advantage.
  • Identify and apply financial management tools.
  • Understand key leadership tools that add value to your organization and aid employees in achieving higher levels of performance.

Program Content

This program guides you through a structured exploration of essential management topics and skills. Key themes for the academy include:

Marketing Management

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

Organizational Leadership

This course will help you acquire new skills and tools for evaluating and managing your own and others’ performance. Topics include: 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. This course emphasizes developing core financial management competencies and utilizing them to make decisions.

Supply Chain Management

Supply chain management is about aligning your organization’s activities and your suppliers’ activities to efficiently and effectively meet the needs of your customers. You will study inventory management strategies, demand forecasting and chain partner alignment.

Strategic Management

Strategy formulation helps organizations determine and match its internal goals, strengths, limitations and resources with opportunities and challenges that exist in the external business environment. You will study strategic positioning and critical competitive capabilities, including speed, quality and innovation.

Who Should Attend?

The ASTA Management Academy has graduated 1344 participants representing more than 300 firms worldwide. Designed for both experienced decision makers and those new to the industry, participating organizations represent all segments of the seed business, including vegetable/garden, row crop and turf grass marketplaces. ASTA associate members have found it beneficial to interact and learn with each class as they represents a cross-section of industries, areas and levels of responsibility.

Participants have found additional benefit in attending with a team from their organization. For information on team pricing, please contact program manager, Emily Hoeing.

Program Partner

The center offers this program in partnership with the American Seed Trade Association (ASTA). 


Program Agenda

Printable PDF version of the schedule.

Monday, March 2, 2020

4:00 p.m.
Krannert 758

4:30 p.m.
Program Welcome and Introductions

5:15 p.m.
Thinking Strategically — Acting Intentionally
Allan Gray

6:00 p.m.
ASTA Overview and Industry Perspective
Wayne Gayle,
President of Stokes Seeds and Chairman of ASTA

6:30 p.m. – 8:00 p.m.
Networking Reception
Purdue Memorial Union Room 118

Tuesday, March 3, 2020

Location: Krannert 758

8:00 a.m.
Economic Outlook
Larry DeBoer

9:15 a.m.
Fundamentals of Financial Management
Brady Brewer

12:00 p.m.

1:00 p.m.
Drivers of Change in Agriculture — Implications for the Seed Industry
Allan Gray

3:30 p.m.
Disruption & Chaos — Impact for the Seed Industry
Allan Gray

5:30 p.m.

Dinner on own

Wednesday, March 4, 2020

Location: STEW 278/279

8:00 a.m.
Organizational Leadership — Leading Change
Pete Hammett

12:00 p.m.

1:00 p.m.
Sales and Marketing — Creating and Communicating Value
Scott Downey

5:30 p.m.

Dinner on own

Thursday, March 5, 2020

Location: Krannert 758

8:00 a.m.
Financial Management
Brady Brewer

11:30 a.m.
Multiple Brand Strategies
Craig Newman

12:15 p.m.

1:15 p.m.
Effective Supply Chain Management
Brian Bourquard
Global Agribusiness, Ernst & Young

4:45 p.m.
Business Strategy — Laying the Groundwork
Larry Lad

6:30 p.m. – 8:00 p.m.
Harry’s Chocolate Shop

Friday, March 6, 2020

Location: Krannert 758

8:00 a.m.
Business Strategy — Positioning to Play the Game
Larry Lad

Our Responses as Managers and Leaders
Larry Lad

11:45 a.m.
Closing Comments, Certificates and Evaluation

12:00 p.m.

Please note that Indiana is on Eastern Standard Time (EST).

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.