Seminar to help agribusinesses market to farmers

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Agribusiness managers can learn how to effectively market to farmers at the Strategic AgriMarketing seminar on the Purdue University campus.

The weeklong seminar, Oct. 15-19, is offered by Purdue's Center for Food and Agricultural Business.

"The program will help participants learn and review critical marketing concepts that are necessary in developing strategic marketing plans for products and services that are sold directly to farmers or into the distribution system that ultimately leads to farmers," said Dave Downey, professor emeritus of agricultural economics who teaches in this seminar.

The seminar is one of the center's longest-running programs. For more than 25 years, it has helped agribusinesses in marketing to farmers and has drawn on Purdue research on the subject.

Participants will discover creative strategies for marketing to farmers and explore critical marketing elements while networking with professionals from a wide range of agricultural sectors.

"They learn though lectures, case studies and a concept called modeling where they use Excel to examine a variety of 'what if' scenarios and analyze various outcomes," Downey said. "This is an exciting tool they can take with them and use in their own companies."

Participants will discuss developing and managing comprehensive marketing plans and programs, implementing new and existing market strategies and crafting objectives for marketing teams during the seminar.

Most importantly, they will learn how to consider a variety of promotional strategies to communicate their value to targeted audiences, Downey said.

The program is built around case studies summarizing current marketing challenges that agribusinesses across North America face. Examining these cases will allow participants to see how they can apply the concepts to their operations.

Also guided by Purdue faculty member Scott Downey and University of Guelph faculty members Tom Funk and Justin Funk, participants will work on case studies in teams and discuss major topics presented.

Topics include:

  • Product strategies: Product and service development, product differentiation, brand development and product lifecycles.
  • The role of price, along with price elasticity, communicating price and managing competitive pricing.
  • Promotional mix: Push vs. pull strategies, designing the message, selecting the channel.
  • Functions of distribution.
  • Marketing strategy implementation.

The program is $2,895 per person. A group rate may be available for companies sending three or more employees. For more information, call 765-496-3099. Register for the program at http://www.agecon.purdue.edu/cab/programs/sam



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