Strategic Agri Marketing

Strategic Agri Marketing (SAM) is an intensive four-day course designed for managers responsible for developing and/or implementing marketing programs to farm businesses and/or businesses that sell to farmers. Participants who take this course will learn

•How to segment markets using approaches such as demographic, psychographic and benefit segmentation

•Effective targeting strategies that provide real focus to a marketing strategy

•Procedures for developing and introducing profitable new products

•Approaches for developing and managing strong brands

•Strategies for managing products and services through their life cycles

•How to analyze competition and develop proactive and reactive competitive strategies

•How to measure and use price elasticity in developing pricing strategies

•How and when to use cost-oriented pricing, demand-oriented pricing and competitive pricing

•How to design/redesign distribution systems (marketing channels) that are cost effective and meet the needs of targeted customers

•Effective procedures for dealing with management issues in distribution systems such as compensating and motivating channel members, measuring performance and dealing with channel conflict

•The components of an integrated communication program and how they should be blended to achieve reach and frequency goals

•Techniques to model marketing decision situations that will enable managers to estimate the likely outcome of various strategies before implementation

Participants learn concepts related to marketing strategy, and then using case studies, they apply these concepts to current agricultural marketing situations. This approach has been proven to increase the ability of participants to make real-life decisions pertaining to their own businesses.  Although there is not educational requirement to take this course, it is taught at the same level as most MBA marketing courses.

Who Should Attend:

Strategic Agri Marketing is appropriate for people in manufacturing, distribution or retailing organization whose products and services are ultimately targeted to farm businesses. It is particularly attractive to

•Anyone who has completed Marketing to Farm Businesses (formerly Principles of Agri Marketing)

•Owners/managers of retail outlets

•Brand, product, and marketing managers with some formal marketing training or experience

•Sales managers and senior sales representatives

•Account managers in marketing services companies