Marketing to Farm Businesses

Marketing to Farm Businesses is a 3-day workshop focused on understanding strategic marketing concepts and developing successful marketing programs in today’s agribusiness industry. Agribusiness professionals who participate in Marketing to Farm Businesses can expect to learn more about:

• Developing a business culture focused on understanding customer needs and delivering value through the conception and implementation of effective marketing strategies
• Important concepts related to customer segmentation and targeting with emphasis on selecting high priority customer groups
• Customer buyer behavior and the buying process, leading to a better understanding of who is making purchasing decisions, their roles in the decision-making process and how decisions are being made
• Developing effective product and service strategies with a emphasis on product lifecycle management and the introduction of new products/technologies
• Identifying and evaluating marketing opportunities using basic market research and sales forecasting tools
• The importance of channel design and management, focusing on delivering value throughout the distribution channel
• Capturing value through the development of effective pricing strategies
• Communicating value by establishing communication objectives, designing messages
  and selecting appropriate media
• The importance of financial analysis with an eye towards making and sustaining
  profitable marketing decisions

Marketing to Farm Businesses is taught using a combination of interactive, instructor lead discussions followed by application-based learning using real life, agriculturally focused case studies. This learning approach allows participants to learn in a hands-on, enriched environment with other industry peers and expert instructors with years of both industry and academic teaching experience.