Agriculture News

May 25, 2017

Purdue center announces two upcoming marketing programs

WEST LAFAYETTE, Ind. – Purdue University’s Center for Food and Agricultural Business will offer two programs for food and agricultural marketing professionals in 2017.

Market Planning for Agri-Marketers is July 24-26 and targets those responsible for implementing marketing activities, such as product and brand managers, marketing coordinators, communication managers, territory sales managers, technical sales representatives and retail location managers.

Strategic Agri-Marketing is Oct. 10-12. It is designed for directors and managers who develop and lead marketing strategies. Responsibilities might include directing product marketing, making decisions about the company product portfolio and pricing, market research, distribution channel, resource allocation and messaging.

Presenters for both programs are Scott Downey, Purdue associate professor and associate center director; William Secor, Purdue clinical assistant professor; and Justin Funk of Canada’s Agri Studies Inc.

“Strategizing marketing plans is different than implementing them,” Downey said. “We want to make sure that marketing professionals in both roles have the resources they need to be successful. In Market Planning for Agri-Marketers, we will talk about the most effective ways to apply marketing concepts that go beyond just advertising. In Strategic Agri-Marketing, the focus will be on creating integrated and cohesive marketing strategies and effectively allocating company resources.”

Attendees of Market Planning for Agri-Marketers will learn to develop a business culture focused on understanding customer needs and delivering value, gain understanding of customer buying behavior and purchase processes, learn to better manage products through their lifecycle to achieve both sales and profitability, and study ways to use effective financial analysis tools to evaluate marketing decisions. Participants will apply program concepts to industry-specific case studies.

In Strategic Agri-Marketing, participants will learn qualitative and quantitative ways to segment, target and position; explore elements of product lines and brand strategies; dig deep into the foundations of pricing strategies; learn to develop an integrated communication and program and promotion strategy; and examine how to design and manage distribution systems and marketing channels.

To register and learn more about Market Planning for Agri-Marketers, visit http://agribusiness.purdue.edu/MPAM17. Direct questions to April Sauer, managing director and program manager, at 765-494-4328 or aasauer@purdue.edu.

To register and learn more about Strategic Agri-Marketing, visit http://agribusiness.purdue.edu/SAM. Direct questions to Emily Hoeing, key account program manager, at 765-496-3099 or hoeinge@purdue.edu.

Writer: Jennifer Stewart-Burton, 765-496-6032, jsstewar@purdue.edu 

Sources: Scott Downey, 765-494-4325, downeyws@purdue.edu

April Sauer, 765-494-4328, aasauer@purdue.edu

Emily Hoeing, 765-496-3099, hoeinge@purdue.edu

Agricultural Communications: (765) 494-8415;
Shari Finnell, Manager/Media Relations and Public Information, sfinnell@purdue.edu  
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