Strategic Agri-Marketing

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 effectively allocate your company’s limited resources across multiple marketing functions? This three-day program, led by Scott Downey and Justin Funk, will equip you with a strategic approach to marketing. Through a robut case study-based format, you will explore how to build marketing models with measurable results and integrate variables to meet both the marketing and financial objectives for your agribusiness. You’ll have the opportunity to engage directly 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:

• Engage in detailed case studies to 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;
• Address management issues in distribution systems with practical case discussions;
• Measure and calculate price elasticity to develop profitable pricing strategies;
• Apply components of an integrated communication approach through case study analysis; 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 market segmentation and identify effective targeting and positioning strategies to focus your integrated marketing strategy.

Product Line and Brand Strategies

Explore the elements of branding, including characteristics, personas and the promises derived from them. Structure a framework to manage your company’s products and product lines effectively throughout their lifecycles.

Distribution Strategies

Discuss case studies on compensating and motivating channel members, measuring performance and managing channel conflict. Discover effective approaches for dealing with management issues in distribution systems and learn to design cost effective distribution systems (marketing channels) that meet targeted customer needs.

Price Strategies

Dig deep into the foundations of pricing and learn how to measure and use price elasticity to develop effective pricing strategies. Consider how and when to use cost-oriented, demand-oriented or competitive pricing through practical examples.

Promotion Strategies

Examine case studies on integrated communication program and learn techniques to model marketing decisions and estimate the likely outcomes of various strategies before implementation.

Educational Credit

You can earn CEU and CCA credit at this program.