Center to offer computer-based program on marketing
WEST LAFAYETTE, Ind. — Beginning on Aug. 7, the Purdue University Center for Food and Agricultural Business will offer a computer-based program aimed at teaching participants how to market to farm businesses."The goal of this program is to provide not only a broad understanding of sound marketing principles and techniques, but also to share some insights into the unique needs of marketers working within the agricultural industry," said Samantha Lucy, marketing manager for the center.
One of the challenges agribusiness marketers face is competing against well-established products. To combat this issue, the Marketing to Farm Businesses program will teach participants targeted selection techniques, how to anticipate pricing issues, methods for integrating promotion activities and how to evaluate marketing approaches.
"This program is designed for anyone with marketing responsibilities," she said. "The course will provide a wealth of practical, hands-on training with immediate application in the workplace."
The program will teach these skills through structured online interaction, multimedia presentations and workbook activities.
"As an online course, Marketing to Farm Businesses allows participants to virtually interact with instructors and other participants without the commitment of traveling to campus," Lucy said. "Also, because the program is spread out over an eight-week period, participants can learn and apply concepts introduced in the program before they are introduced to new material."
Some of the topics to be covered include introduction to principles of agrimarketing; financial analysis of marketing decisions; understanding buyer behavior, market segmentation and targeting customers; product lifecycle management; gathering marketing information, using the Internet for marketing information and sales forecasting; marketing new products and services; pricing agricultural inputs and fundamentals of distribution channels; and integrated marketing communications.
Registration is $1,895. More information and registration forms are available online, or through the center at (765) 494-4247.
Writer: Jennifer Stewart, (765) 494-8402, jsstewart@alumni.purdue.edu
Source: Samantha Lucy, (765) 494-8151, slucy@purdue.edu
Ag Communications: (765) 494-2722;
Beth Forbes, forbes@purdue.edu
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