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ASTA Management Academy

March 2-6, 2015 

Program Instructors

Freddie Barnard

Mike Boehlje

Frank Dooley

Scott Downey

Brent Gloy

Allan Gray

Pete Hammett

Larry Lad

Program Overview
The ASTA Management Academy focuses on the practical application of general management concepts that are critical to the long-term success of seed firms. The core management courses form the foundation of the academy and are designed to broaden your general management abilities. Special issue seminars are scheduled throughout the program to allow you an in-depth look at current issues that are critical to the seed industry.

You will benefit from the expert contributions of faculty members from the Department of Agricultural Economics, as well as recognized industry authorities. Case problems and group activities create ample opportunity for intensive interaction and discussion with faculty, speakers and other seed industry managers.

Past participants describe their experience

Professor Boehlje discusses the academy

Objectives of this program include:
  • Discuss the changing agribusiness environment and implications for seed companies in the future.
  • Explore fundamental marketing strategies, as well as methods of segmenting and targeting markets.
  • Discuss the five functional areas of business with other participants and consider how a decision made in one area impacts the others.
  • Evaluate strategies for creating and leveraging your organization's competitive advantage.
  • Identify and apply financial management tools that examine the profitability of a company and increase understanding of how to make a positive impact.
  • Understand what makes employees perform well and the characteristics of leadership that work for relationships up, down, and across the organization.

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.

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?
Designed for both experienced decision makers and those new to the industry, the ASTA Management Academy has graduated approximately 1,050 participants representing more than 300 firms worldwide. Participating organizations have represented all segments of the seed business including the vegetable/garden, corn/soybean, and turf grass marketplaces. ASTA associate members attending the academy have also found it beneficial to interact and learn with this diverse group of professionals. Typically, each class represents a cross-section of industries and areas and levels of responsibilities.

Registration Information:

Program Dates: March 2-6, 2015
Location: Purdue University, West Lafayette, Indiana
Registration Fee: $2,595 (ASTA members)
Team Rate: Call (765) 496-3884 for more information.
Rate for Non-ASTA Members: $3,695
Educational Credit: You can earn CEU and CCA credit at this program.

Registration fees include all program materials, refreshments and some meals. Registrations are accepted on a first-come, first-served basis. Once the program is full, names will be added to a waiting list in the order in which they are received. Registration fees are due upon receipt of registration. Read the cancellation policy.


Center for Food and Agricultural Business
Krannert Building Room 781 / 403 W. State Street / West Lafayette, IN 47907-2056
tel (765) 494-4247 / fax (765) 494-4333 / www.agecon.purdue.edu/cab