Building the Foundations of Agri-Marketing

Register Now!

Building the Foundations of Agri-Marketing

Program Overview

A gap often exists between sales and marketing, but the two are closely related, making it critical for them to play on the same team. When these segments work together to create a reputable brand and value proposition that align with customer needs, the company and its customers both win. During this three-day seminar, Scott Downey and Justin Funk will guide you in bridging this gap by learning to think like a marketer, define your role in implementing marketing strategy and communicate more effectively with customers. You’ll also learn to maximize your organization’s marketing strategy, work more closely with key customer segments and dealer channel partners, and better prepare yourself to provide business planning and support.

This program is especially beneficial if you are responsible for, or have responsibilities similar to, managing and implementing sales and marketing activities at the local or regional level. Some examples of job titles include: product/brand manager, territory sales manager, regional account manager, retail location manager and marketing coordinator.

For questions about this program or more information on who should attend, please contact Betty Jones-Bliss at bettyso@purdue.edu or (217) 549-2883.

Key Benefits

At this seminar, you will:

  • Discover how to make more profitable decisions and how marketing activities affect the bottom line;
  • Interpret key financial tools and determine the level of sales where company costs meet incoming revenue;
  • Identify and evaluate marketing opportunities using basic market potential and sales forecasting tools;
  • Create a framework for analyzing buyer behavior and develop effective product and service strategies;
  • Determine the best promotional mix of market communication tools for your agribusiness.

Program Content

Buyer Behavior

Analyze customers’ buying behavior and buying process and gain a better understanding of who is making purchasing decisions, their role in the decision making process and how these decisions are being made.

Evaluating Market Opportunities

Identify and evaluate market opportunities using customer segmentation and targeting and discover how to apply market research and sales-forecasting tools to pinpoint high-priority customers.

Product Management

Gain effective product and service strategies that relate to managing your portfolio, better understand how to manage products through the various lifecycle stages, and learn to introduce new products and technologies.

Pricing, Distribution, Promotion

Learn to capture value through effective pricing strategies, deliver value throughout the distribution channel and implement a market communication plan that communicates value to farmer and dealer customers.


Program Agenda

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

Each content session will begin with an introduction to a marketing concept. Participants will then break into small groups to apply concepts learned to real-world case studies and current agricultural marketing scenarios. Sessions will wrap up as a class discussing group decisions and how they relate to making sound marketing decisions for the overall business. Case studies will be provided prior to the program.

Tuesday, February 1

Breakfast on Own 

7:30 a.m.
Classroom Opens 

8:00 a.m.
Introductions and Setting the Stage

Marketing Strategy Overview

Financial Foundations & Using Them to Evaluate Market Opportunities 

12:00 p.m.
Lunch

Case Study Preparation – Wild Rose Mutual Insurance

Case Study Debrief – Wild Rose Mutual Insurance

5:00 p.m.
Day 1 Concludes 

5:30 p.m.
Dinner

Wednesday, February 2

Breakfast on Own 

7:30 a.m.
Classroom Opens 

8:00 a.m.
Buyer Behavior

Case Study Preparation – Eyckline Farms

Case Study Debrief – Eyckline Farms 

11:30 a.m.
Lunch

Product Management

Case Study Preparation – Sure Grow Fertilizers

Case Study Debrief – Sure Grow Fertilizers

Pricing, Distribution, Promotion 

5:30 p.m.
Day 2 Concludes

Thursday, February 3

Breakfast on Own 

7:30 a.m.
Classroom Opens 

8:00 a.m.
Case Study Preparation – Agrochem

Case Study Debrief – Agrochem

Summary of Key Learnings & Program Wrap-Up 

11:30 a.m.
Program Concludes

Safe Travels Home!

Travel and Information

*Effective Monday, August 2, 2021, Purdue University is requiring all individuals to wear a mask while inside on-campus buildings, regardless of vaccination status. This protocol will be enforced during all Center for Food and Agricultural Business programs until further notice.

Program location

Purdue University
West Lafayette, IN 47907

Hotel

A block of rooms has been reserved at the Hilton Garden Inn West Lafayette for a discounted rate, checking in on Monday, January 31 and checking out on Thursday, February 3. If you have not done so already, please contact the Hilton Garden Inn West Lafayette or visit this link to make your reservation. Be sure to mention you are with the Building the Foundations of Agri-Marketing program to receive the $115 room rate. Check-in is at 3:00 p.m. ET and check-out is at 11:00 a.m. ET.

Hilton Garden Inn
356 East State Street, West Lafayette, Ind.
(765) 743-2100
Distance from campus: 1.9 miles
Locate with Google maps

Getting to Purdue University: Directions and Maps

Meals

Please plan to eat breakfast before attending the program. Lunch will be provided on Tuesday, February 1 and Wednesday, February 2. Coffee, soft drinks and refreshments will also be available to you throughout the program.

What to Wear

Attire for the program is business casual. February in Indiana is typically a low of 22 degrees with a high of 39 degrees. Layers are recommended for the classroom.

Materials

Materials will be provided for you throughout the program. All of the presentations will also be emailed to you following the program.

Seminar Payment/Cancellation

Payment for the program is due upon registration. Please refer to our cancellation policy for full details and information.

For more information, contact:

Shawna Miller
Program Manager
765-494-2591
shawnam@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.

FACULTY MEMBERS



ASSOCIATED FACULTY