Program Overview

Creating an integrated and cohesive marketing strategy has many moving parts, and every marketing decision has implications on the overall marketing plan. For example, how can you efficiently allocate your company’s limited resources with confidence across multiple functions related to your marketing plan? During this three-day program, Scott Downey and Justin Funk will help you develop a more strategic approach to marketing, build marketing models with measurable results and integrate variables that meet both the marketing and financial objectives of your agribusiness. You’ll have the opportunity to directly interact with fellow participants and faculty through group discussions, case studies and activities.

This program is especially beneficial for marketing managers, directors and related roles that are responsible for or have responsibilities similar to developing or implementing marketing strategies for their agribusinesses and field team members.

For questions about this program or more information on who should participate, please contact Taryn Nance at tnance@purdue.edu or (765) 714-2771.

“Strategic Agri-Marketing was very informative, and I especially liked the real-world case studies and examples covered. It’s a great program, and I am glad I was able to take part.”
– Corbin Abrell, Branch Manager, Helena Agri-Enterprises, LLC

Key Benefits

During this seminar, you will:

• Explore positioning, targeting and segmentation strategies;
• Learn to develop and manage brand strategies that communicate your organization’s value;
• Discover how to manage marketing of products, product lines and services through the product lifecycle;
• Design and manage marketing channels that add value to buyers and sellers;
• Learn how to address management issues in distribution systems;
• Measure and calculate price elasticity to develop profitable pricing strategies;
• Explore components of an integrated communication approach; and
• Learn to manage the promotion mix to achieve reach and frequency goals.

Program Content

Segmentation, Targeting and Positioning

Learn qualitative and quantitative methods for segmenting the market and identify effective targeting and positioning strategies that provide real focus to an integrated marketing strategy.

Product Line and Brand Strategies

Explore the elements of brand including the characteristic, personas and promises that are derived from them. Additionally, structure a framework to effectively manage your company’s products and product lines through their lifecycles.

Distribution Strategies

Discuss compensating and motivating channel members, measuring performance and dealing with channel conflict and discover effective approaches for dealing with management issues in distribution systems. You’ll also learn how to design and manage distribution systems (marketing channels) that are cost effective and meet the needs of targeted customers.

Price Strategies

Dig deep into the foundations of pricing and learn how to measure and use price elasticity to develop effective pricing strategies. You’ll also consider how and when to use cost-oriented, demand-oriented or competitive pricing.

Promotion Strategies

An integrated communication program is essential, but how can we be sure our promotion efforts achieve goals? Learn techniques to model marketing decisions and estimate the likely outcomes of various strategies before they are implemented.

Program Agenda

*Please note that Indiana is on Eastern Time (ET).
*A printable pdf of the agenda is available for download here.

Tuesday, October 3

8:00 a.m. ET
Welcome and Introductions
Taryn Nance

Introduction to Strategic Agri-Marketing
Justin Funk

Segmentation, Targeting & Positioning
Justin Funk

Agro Seeds Case Preparation
Justin Funk

12:00 p.m.
Lunch

Agro Seeds Case Discussion
Justin Funk

Channel Design
Scott Downey

Channel Management
Scott Downey

5:00 p.m. 
Conclude Day 1

5:30-6:30 p.m.
Welcome Reception

Wednesday, October 4

8:00 a.m.
Debrief Day 1

TopCon Case Preparation
Scott Downey and Justin Funk

TopCon Case Discussion
Scott Downey and Justin Funk

Brand Management
Scott Downey

12:00 p.m.
Lunch

Product Line Management
Justin Funk

Agri-Finance Canada Case Preparation Part 1
Justin Funk

Agri-Finance Canada Case Discussion Part 1
Justin Funk

5:00 p.m.
Conclude Day 2
Evening on your own

Thursday, October 5

8:00 a.m.
Debrief Day 2

Pricing Strategies
Justin Funk

HIR Price Activity (Immuno Genetics)
Justin Funk

Promotion Strategies
Scott Downey

12:00 p.m.
Lunch

Agri-Finance Canada Case Preparation Part 2
Scott Downey and Justin Funk

Agri-Finance Canada Case Discussion Part 2
Scott Downey and Justin Funk

4:30 p.m.
Program Adjourns

*Agenda subject to change

Travel and Information

Program Location

Purdue University
West Lafayette, IN 47907

Hotel

A block of rooms has been reserved at the Hampton Inn & Suites West Lafayette. Please contact the Hampton Inn & Suites at (765) 269-8000 or click here to make your reservation. Be sure to mention you are with the Purdue University Center for Food and Agricultural Business Strategic Agri-Marketing program to receive the $149/night room rate. The room block and discounted rate will expire on September 2 at noon. Check-in is at 3:00 p.m. ET and check-out is at 11:00 a.m. ET.

Hampton Inn & Suites West Lafayette
160 Tapawingo Dr, West Lafayette, IN
(765) 269-8000
Distance from campus: 0.5 mile
Locate with Google maps

Meals

Please plan to eat breakfast before attending the program. Lunch will be provided for you each program day (October 3, 4 and 5), and coffee, soft drinks and refreshments will be available to you throughout each day.

What to Wear

Attire for the program is business casual. October in Indiana is typically a low of 45 degrees with a high of 65 degrees. Layers are recommended for the classroom.

Materials

Materials will be provided for you throughout 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:

DeShea Wallace
Event Manager
(575) 703-7884
wallacda@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.