By completing Strategic AgriMarketing, you will have the knowledge and skills to confidently guide and implement the integrated marketing process. The program is intended for agribusinesses that are serious about strategically marketing to farmers, and is built upon significant Purdue research on U.S. farmer buying behavior. You need not have a greatdeal of previous marketing experience to attend, but you do need to be ready to deepen your understanding of marketing and learn to better use sales and marketing tools.
As a participant in Strategic AgriMarketing, you will:
- Discover creative strategies for marketing to farmers
- Practice using tools and frameworks for evaluating marketing strategy and making decisions
- Explore critical marketing elements including segmentation, targeting, branding, positioning, pricing, communications and distribution.
- Network with marketing professionals from a wide range of agricultural sectors and support companies
With specially designed case studies and dynamic teaching, this weeklong seminar will give you more than a conceptual understanding of marketing. You will participate in a series of lectures, case problem analysis and discussion. Each case study focuses on a critical element of the marketing mix - product, price, place (distribution) and promotion - and involves an agribusiness attempting to develop a marketing strategy in that context.
In breakout groups, your team will implement modeling tools for each case problem. This approach involves using a custom-designed Excel worksheet to analyze the likely consequences of your strategic marketing decisions. You will also have access to these powerful tools when you return to your office.
The major topics you will discuss in Strategic AgriMarketing include:
- Product strategies, such as product/service development, product differentiation, brand development and product lifecycles
- The role of price, along with price elasticity, communicating price and managing competitive pricing
- The promotional mix - push vs. pull strategies, designing the message, selecting the channel, etc.
- Functions of distribution
- Marketing strategy implementation
Who Should Attend
People who have significant responsibilities for marketing strategy development and implementation in their agribusinesses will benefit the most from Strategic AgriMarketing. Participants are typically responsibility for these types of activities:
- Developing and managing comprehensive marketing plans and programs
- Implementing new and existing marketing tactics
- Crafting objectives for marketing teams
- Managing technical functions with implications for marketing decisions
Participants represent a wide range of industry sectors, including farm equipment, agronomy, crop insurance, seed, animal health, animal nutrition and ag finance, as well as support companies, such as ad agencies and marketing firms.
Program Dates: 2014 Dates TBD
Location: Purdue University, West Lafayette, Indiana
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.