Agri Marketing Application

Agri Marketing Application (AMA) is the newest course in the Agribusiness Marketing Management program. It has been designed for agribusiness professionals who have already completed Marketing to Farm Businesses (or the equivalent) and Strategic Agri Marketing. It is the third and final course in CAMA’s Certificate in Agri Marketing. www.cama.org

This innovative new course focuses on the development of a marketing plan. Using concepts learned in Marketing to Farm Businesses and Strategic Agri Marketing, participants develop a complete marketing plan over a six week period under the watchful eye of an experience instructor who provides extensive feedback and evaluation. The plan is built using Marketing Plan Plus™, our new proprietary planning framework.

Marketing Plan Plus™

Marketing Plan Plus is a planning template that leads participants through the planning process and allows them to build a comprehensive marketing plan for their own business or a part of their own business. In early stages of the course, participants develop situation analysis including an in-depth analysis of their market, the competition and a SWOT. As the course progresses, marketing objectives are established and a marketing mix developed consisting of a target, product, price, distribution and promotion strategy. As a final stage in the process, participants work with a financial model that allows them to test different strategies, assumptions and scenarios to determine optimal profitability of their plan.

Method of Delivery

Agri Marketing Application is delivered using a combination of eLearning and eCoaching. The task of developing a marketing plan is divided into modules and completed over a period of six weeks. Each week participants view a narrated CD ROM presentation covering the planning tasks for the week. They then review a sample plan prior to starting work on their own plan. Each week their work is submitted to an instructor for evaluation and feedback. There is a high degree of interaction between participants and instructors on both a one-on-one and group basis. Participants can work on course material at times and locations convenient to them.

Who Should Attend?

Agri Marketing Application is only available to people who have successfully completed Strategic Agri Marketing or by special permission.