Advanced Agri-Sales and Marketing

Transcription

1 Advanced Agri-Sales and Marketing Class Infrmatin AGEC 431 Fall 2018 Tuesday, Thursday 8:30-10:20 And ther times and lcatins as scheduled Cntact Infrmatin: Prfessr: Dr. W. Sctt Dwney Office: Kran 790B C-Instructr: Amy Cchran Office: Kran 790A Other Expenses Meals r small gifts fr exectives Learning Objectives 1. Demnstrate prficiency in chsen discipline that incrprates knwledge, skills, technlgy, and prfessinal cnduct. 2. Demnstrate use f the scientific methd t identify prblems, frmulate and test hyptheses, cnduct experiments and analyze data, and derive cnclusins. 3. Demnstrate critical thinking by using data and reasning t develp sund respnses t cmplex prblems. 4. Demnstrate the ability t write and speak with effectiveness while cnsidering audience and purpse. 5. Demnstrate ability t apply scial, ecnmic, plitical, and envirnmental principles t living in a glbal cmmunity. T accmplish these bjectives students will be expected t: review, apply, and test previusly learned selling skills and business cncepts in a real wrld envirnment imprve selling effectiveness and gain self-cnfidence. utilize interpersnal and cmmunicatin skills in a prfessinal envirnment. apply learning frm ther curses t the cntext f evaluating and develping sales and marketing strategies lcate, priritize, evaluate, and cmmunicate infrmatin necessary fr marketing management decisins in a frmal business envirnment Curse Overview Advanced Sales & Marketing is designed as a capstne curse fr Sales & Marketing majrs in the Department f Agricultural Ecnmics. Its purpse is t prvide senir students an pprtunity t study and apply marketing cncepts and selling skills in a realistic prfessinal envirnment. In this curse students will utilize advanced selling techniques which will be applied in the field. Students will wrk t imprve cmmunicatin skills, study marketing strategy, interact with prfessinals, and further develp strategies that will help them pursue their careers. The curse includes a variety f experiential learning activities and activities that are highly relevant t business-t-business sales and marketing. Students will wrk in grups that ptentially becme teams thrugh much f the curse, but will als have individual activities.

2 Grading Often in sales and marketing, the prper directin is unclear r subjective. Hard wrk desn t always lead t perfect results. Hwever, the prcess f btaining imperfect results can lead t learning if the practitiner takes advantage f the pprtunity. What is mst imprtant is t think and learn. Tward that end, I am inspired by Thmas Edisn, wh spke abut this tpic frequently. I have nt failed. I've just fund 10,000 ways that wn't wrk. The value f an idea lies in using it. There are n rules here -- we're trying t accmplish smething. Failure is really a matter f cnceit. Peple dn't wrk hard because, in their cnceit, they imagine they'll succeed withut ever making an effrt. Mst peple believe that they'll wake up sme day and find themselves rich. Actually, they've gt it half right, because eventually they d wake up. Genius is 1 percent inspiratin and 99 percent perspiratin. Just because smething desn't d what yu planned it t d desn't mean it's useless. Negative results are just what I want. They re just as valuable t me as psitive results. I can never find the thing that des the jb best until I find the nes that dn t. The truble with ur way f educating is that it des nt give elasticity t the mind. It casts the brain int a mld It des nt encurage riginal thught r reasning, and it lays mre stress n memry than bservatin. This prblem, nce slved, will be simple. T d much clear thinking a persn must arrange fr regular perids f slitude when they can cncentrate and indulge the imaginatin withut distractin. Unfrtunately, there seems t be far mre pprtunity ut there than ability... We shuld remember that gd frtune ften happens when pprtunity meets with preparatin. What yu are will shw in what yu d. The accmplishment f curse bjectives will require effrt and perfrmance. Ideally grades wuld be asigned in a way that reflects bth, such as in the fllwing figure. Grade High C B A Effrt Lw D C B Lw High Perfrmance

3 Students will receive the highest grade earned accrding t the fllwing numbers f pints: A=450 B=400 C=350 D=300 F= Belw 300 Pints Learning 100 Thinking 100 Applying 100 Cmmunicating 100 Prfessinalism 100 Ttal 500 Pints will be allcated at the end f the semester, based n bservatins thrughut the semester. AT ANY TIME THROUGHOUT THE SEMESTER, students may request an assessment f their perfrmance in each area and are encuraged t d s. Learning Gals Students are respnsible fr their wn learning. The rle f the prfessr is t create learning pprtunities and supprt the student s effrt. Tward that end, each student will create written learning gals fr the curse at the beginning f the semester. These will be discussed in a ne-n-ne meeting with the prfessr. Students are expected t cme prepared t this initial meeting with at least three written gals fr yur learning, yur team, and yur career. It is nt expected that every gal will be achieved t perfectin by the end f the semester. Many factrs can affect successful accmplishment f gals, and the experience as a student is nly ne part f that jurney. Students will reprt their prgress r revisins f their gals at the end f the semester. Direct Sales Experience Overview The Direct Sales Experience (DSE) is a prject designed fr students t learn, apply, and review selling skills that will be valuable t them n their career in Sales and Sales Management. Building n skills learned in AGEC 331 (prerequisite curse), students will engage in selling prducts and be evaluated n their perfrmance. The DSE prject ffers the pprtunity t put the full realm f selling techniques int practice. Yu will be able t experience the applicatin f varius selling cncepts and techniques and immediately measure the results rather than waiting weeks r mnths t knw whether yur effrts are paying ff. Indeed, the DSE prject is a great pprtunity t really learn and practice sales techniques. Befre ging t the field t make sales calls, students will make extensive preparatin fr sales presentatins. This will include an intense wrkshp cnducted utside f class and practice sessins. This training is critical t success in this prject and is designed t imprve basic selling skills and build cnfidence in ability. Students will be evaluated n bth the effrt put int this prject and actual field success. This prject is an actual business. It will be part f an nging business entity in which students will be expected t participate in a prfessinal manner thrughut. Students will be expected t learn and fllw business prcedures, meet deadlines, reprt activities in a timely manner, dress and act prfessinally thrughut the prject. Part f the grade

4 assigned in the curse will be based n the prfessinal manner in which a student cnducts himself r herself thrughut the prject. T experience real wrld selling thrugh a direct sales experience, students will be asked t present intangible value t existing businesses. Students will be expected t learn abut the prduct and make actual sales presentatins, with the gal f generating revenue that will be tracked and reprted. Objectives T further develp basic selling skills that will enhance career sales and sales management ptential T gain cnfidence as a salespersn T build experience that will demnstrate understanding and achievement f sales cmpetency in a real wrld setting t ptential emplyers. As part f this activity, students will: Learn and Think: Gain prduct knwledge and cnsider hw it shuld be cmmunicated t custmers. Think critically abut hw prduct knwledge may be applied t specific situatins faced by custmers. Develp an rganized presentatin fr the prduct t assigned custmers. Evaluate and select apprpriate media and tls t supprt cmmunicatin f a desired message. Apply and Cmmunicate: Execute an effective business presentatin in a business setting. Assess custmer infrmatin btained thrugh verbal and nn-verbal cmmunicatins and tailr an apprach in respnse. Persuade a custmer t take actin. Be Prfessinal: Cnsider the perspective, needs, and interests f the custmers. Dress apprpriately as defined in class. Effectively manage time and calendars t accmplish the prject. Prcedure Students will... Learn abut the prduct and the value it creates D basic research n the ptential custmers Develp a sales presentatin Establish rapprt with the prspect Ask questins t understand what rle the value f the prduct culd play in that business Present that value t custmers Ask fr a cmmitment Handle bjectins Deliver the presentatin in the field Reprt field sales activity Evaluate the results

5 Prfessinal Marketing Presentatins Overview Sales and Marketing prfessinals are ften called upn t make presentatins t custmers, clleagues, and cmpany leaders. Smetimes these presentatins are dne as individuals, but ften, particularly with custmers, these presentatins are made in grups. Students are expected t have cmpleted cursewrk at Purdue n general presentatin skills in cmmunicatin and writing curses. Hwever, an advanced curse like AGEC 431 shuld require that students be effective presenters f infrmatin within the scpe f their prfessinal interests. Therefre, students will be asked t make prfessinal presentatins n an assigned tpic and t submit apprpriate written materials in supprt f them. These presentatins will be attended by executives, delivered in the field, and shared with peers. Objectives As part f this activity, students will: Learn and Think: Be able t evaluate the quality f infrmatin available n a business tpic relating t sales r marketing. Think critically abut a tpic f interest t students and industry. Be able t rganize verbal and nn-verbal cmmunicatins effectively. Apply and Cmmunicate: Execute an effective business presentatin, with a grup, in a prfessinal setting. Persuade the audience t take actin. Evaluate and select apprpriate media and tls t supprt cmmunicatin f a desired message in a prfessinal envirnment. Prepare effective written cmmunicatins. Be Prfessinal: Cnsider the perspective, needs, and interests f an executive, peers, teachers and prfessinal audiences. Prcedures Milestne 1: Students will be assigned t grups and then brainstrm sales and marketing tpics t present based n their experiences. Milestne 2: Once apprved by the prfessr, these tpics will be restated as research questins r prblems. Milestne 3: Apprpriate literature that addresses the research questin r prblem will be reviewed and an anntated bibligraphy that includes citatins using APA style will be created. This shuld include at least five relevant articles frm peer-reviewed academic jurnals r bks written by PhD researchers. Particular attentin t empirically tested mdels shuld be cnsidered in the selectin f these articles. Milestne 4: If apprpriate, students may wish t visit individually with a sales executive wh has at least five years f experience in rder t understand the practical applicatin f their tpic in the field. Milestne 5: An utline f hw the tpic will be presented t an executive audience will be created which includes the scpe f the prblem, hw it may be bserved r measured, what alternatives fr addressing the prblem have been prpsed and tested in the scientific literature r what majr cnceptual mdels frm the basis f the prblem, a recmmended slutin, and cnsideratins fr implementing the slutin. An engaging activity that demnstrates the prblem r slutins shuld be included. Milestne 6: Each grup will prepare a 20-minute multi-media presentatin. It is nt a requirement t use PwerPint r Prezi. It is suggested that students wh chse these

6 tls utilize n mre than five PwerPint slides r five Prezi levels. The number f wrds per slide shuld generally be limited t abut 5 in the title and abut 25 in the slide bdy. Milestne 7: Each grup shuld plan t present and revise their presentatins at least fur times. These include: Practice Presentatins Peer presentatins Executive presentatins Field presentatins Grups will be respnsible fr every aspect f the presentatin including rm layut, technlgy, handuts and activities in supprt f the tpic. Sme tpics fr cnsideratin include: Maintaining brand recgnitin in a crwded message marketplace Determining hw sales effrts shuld be allcated acrss a cmpany Integrating sales and marketing effrts thrugh a channel Categries f custmer knwledge relevant t the sales prcess The value and use f digital media Metrics fr custmer experiences Hw changing custmer prcurement prcesses impact decisin making Mechanisms fr cnverting buyer data t insights and implicatins Applying lean principles t marketing effrts Identifying and crrecting fr different biases Evaluatins The prjects will be evaluated thrughut the semester. Students are expected t initiate cnsultatin with the teacher thrughut the prject. It is suggested that input be btained prir t cmpleting each milestne. Verbal criticism, feedback, and suggestins will be prvided by instructrs and peers. It shuld be expected that the teacher will challenge the thinking f the grup and that ften revisins will be required as a result. Students are expected t manage this prject. The presentatin itself will be evaluated n: Cntent Lgistics Organizatin Delivery Creativity Visual and Supprt Materials Students shuld cnsider: 1. Physical Arrangements a. Arrangement f tables and chairs; b. Where and hw t stand, hw t advance slides; c. Signage, decratins, materials prvided; d. Lighting, equipment, etc. 2. Intrductin f the tpic a. Attentin Getter - Catch and hld the attentin f the audience; b. Establish the imprtance f the tpic fr the audience; c. Establish the bjectives f the presentatin; d. Quick verview r utline f what the presentatin will include; e. Explain clearly what the audience can expect t get ut f the presentatin. 3. Intrductin f Presenters -- Each presenter will be intrduced. Cnsider: a. Name, hme twn, majr, semester, graduatin;

7 b. Interests, hbbies, special skills; c. Type f jb r industry r wrk expected after graduatin; d. Prfessinal experiences r any backgrund r experience that qualifies the presenter t talk n the subject; e. At least ne interesting r fun thing abut each persn that will humanize the presenters. 4. Presentatin f Cntent a. Present the majr pints cntent, define terms, intrduce mdels; b. Each team member shuld be included in the presentatin; c. Pints shuld be well rganized; d. Emphasize the significance r imprtance f each majr area t the audience; e. Utilize varius frms f media t cmmunicate ideas; f. Smthly transitin between presenters shuld lk like a single presentatin presented by fur peple rather than fur presentatins. 5. Call t Actin a. The listener shuld be asked t take sme actin r hld a particular pinin abut the tpic being presented; b. Alternative ptins may be apprpriate t present alng with the prs and cns f each, and recmmendatins supprted. The grup wuld be well served t describe the implementatin f the idea within a sales rganizatin. 6. Summary and Cnclusins a. Summarize the key pints as take-away pints that yu want yur audience t remember; b. Relate back t the pening t demnstrate yu accmplished yur bjectives. 7. Questin and Answer Perid a. Open the flr t questins; b. Give audience ample time t ask questins; c. Wrk as a team. 8. Other Imprtant Cnsideratins a. Use multiple frms f media t cmmunicate yur message (In additin t verbal and handuts); b. Elicit active audience participatin during the presentatin; c. A handut either a summary at the end r materials used during the presentatin r a tl r guide t be used thrughut; d. Reference industry prfessinal surces during the presentatin where apprpriate; e. Reference written surces where apprpriate; f. Illustrate with stries and examples thrughut; g. Presenters shuld smile and at least act like they are having fu.n Whether any student in the class is presenting r participating, the student shuld treat the presentatin as if he r she is being evaluated, because each student is being evaluated thrughut. Students wh are nt directly invlved in the presentatin n a given day must still be participative, engaged, and her r his behavir shuld reflect psitively n Purdue University. Failure t d s may result in a reductin f a presentatin r curse grade even when the individual is assigned t a different day. Previusly assigned student grups will be assigned t ne f tw t three cmpanies which they will visit tgether in rder t learn abut the cmpany and present a call t actin. Students shuld prepare fr these visits by gathering infrmatin abut the cmpany, its prducts, and custmers. The same rules f prfessinalism that applies t executive visits in the fllwing sectin, Managerial Leadership Experiences, shuld be in place during the cmpany visit. One member f the field visit grup will be asked t present a Thank Yu Gift t the crdinatr f ur field visit. This gift will be prvided by the instructr, but the presenter will be

8 expected t gather attentin f the entire grup and effectively cmmunicate the gratitude f the grup. Managerial Leadership Experiences Overview In additin t managing teams, sales and marketing prfessinals must manage upward. These skills include managing the experiences f executives frm custmer rganizatins as well as the executives in ne s wn rganizatin. Sales and marketing prfessinals must spend time getting t knw a custmer, which ften includes a tur f their facilities. Further, sales and marketing prfessinals must ften make executive presentatins t grups f internal and external decisin makers. Tward this end, the Managerial Leadership Experience will require that students manage a campus visit f an industry executive, visit a field headquarters fr an agribusiness firm, meet with executives at that firm, and present a cmpelling reasn why a firm shuld take actin r pursue a cncept within their rganizatin (which is the Prfessinal Marketing Presentatin). The student s cnduct thrughut this experience shuld maintain the same tne f prfessinalism that is included in the Direct Sales Experience and the Prfessinal Marketing Experience. Objectives Students cmpleting the Managerial Leadership Experience will: Prepare fr the campus visit f a sales r marketing executive. Manage the experience f an executive befre, during, and after their n campus visit. Balance hsting activities acrss a team, while crdinating the nrmal activities f a prfessinal student life. Demnstrate flexibility as cnditins. Prcedures Previusly assigned student grups will be respnsible fr managing all cmmunicatin with and the itinerary fr an executive wh will visit campus. Students will be asked t plan fr this visit and create an experience fr the executive they are assigned. As a team, the grup will be respnsible fr an assigned set f times, and in sme cases will be given activities that have already been scheduled. Timely cmmunicatin is key. Students wh d nt manage their cmmunicatin effectively can expect t see a reduced grade in several categries f the curse. Students will be required t interact with the executive in a prfessinal manner by telephne, , and in persn. Grups are nt allwed t text, except as in reply t an executive wh initiates a text and even then must cmmunicate in full sentences with punctuatin. Each interactin with the executive shuld be cnsidered a frmal business interactin and shuld be planned. The use f tbacc, alchl, r texting in the presence f the executive is and will be cnsidered unprfessinal. Similarly, the use f handguns, laser beams, r nuclear weapns is strngly discuraged. In all seriusness please keep ALL interactins prfessinal during the visit. Evaluatins Cmmunicatin with teachers in advance f the visit is paramunt. Fllw thrugh and cmmunicatin is critical! This is serius! Key pints in the executive visit prcess at which students will be assessed include: Develping a plan fr hw t cmmunicate with the executive in advance f the visit and fllwing it. This includes: Researching the cmpany and the executive as pssible. Selecting when and hw t cmmunicate in advance, during, and fllwing the executive s visit.

9 Develping and cmmunicating an itinerary fr the executive which shuld include. Visits t Purdue classes as apprpriate. Meals, breaks and persnal time. Transprtatin t, frm, and within the visit. Pints f interest t the executive r meetings with campus fficials. Gifts t thank the executive fr their visit. Managing the lgistics fr any presentatins the executive may make while here (making sure there is back-up presentatin equipment, water fr the presentatin, determining the needs fr sund, prjectin, sizes f audiences and tpics in advance f a presentatin). Discussin Preparatin Overview Thrughut the semester, specific tpics may be assigned that encurage discussin. These may be case readings r scenaris that will be discussed in class. In sme cases, these assignments will be distributed the class perid befre the discussin, in sme cases they may be prvided during class time. In all cases, students will be expected t actually prepare. If students are prepared fr class, then we may finish class in less than the scheduled time fr sme class perids. During the class, students are expected t demnstrate their preparatin thrugh their active and vluntary participatin in discussins. At the beginning f class, students may expect t be called n randmly t summarize the case r readings assigned. Objectives Students will: Treat class meetings in a prfessinal manner as they wuld in an emplyment situatin. Cntribute t the discussin. Draw frm their wn experiences and share them with thers Prcedures Students will be expected t: Read Outline the reading Prepare questins r answers as assigned Share their questins and answers with peers, guests, and teachers verbally in class r, upn request, submitted in writing. Evaluatins Each student shuld plan t be evaluated by peers, guests and teachers. These will be qualitative assessments f the degree f preparatin and participatin in discussins. All grades are at the discretin f the teacher. Infrmal feedback t the student will be prvided by the teacher at any pint requested by the student, and students are requested t seek this feedback ut, particularly if they have cncerns. Learning Reviews Overview Occasinally the teacher may chse t assess learning, thinking, cmmunicating, applying, r prfessinalism thrugh sme activity. These culd be quizzes, ne-n-ne discussins, written assignments, r any ther methd that seems apprpriate t a curse tpic. Objectives T prvide incentive fr students t prepare, and t assess individual learning.

10 Prcedures Prcedures fr Learning Reviews will vary. These reviews will rarely be scheduled in advance. Evaluatins Each student will be evaluated n their perfrmance. Assessment methds will vary. Prfessinalism Each student will be expected t arrive n time, prepared fr class, t participate in exercises and activities, and t demnstrate leadership and ther skills learned thrugh ther classes and experiences. Prfessinalism includes participatin in discussins with teacher, peers, guests, and trainers, demnstrated attitude abut the prjects, and cmmunicatin. Participatin may include preparing written summaries f readings r utlining slutins fr cases when they are presented in advance. Participatin als includes plite use f cell phnes, tablets, and laptps, which means putting them away during discussins and silencing ringers. Unprfessinal behavir, particularly when a guest is present, will be grunds fr dismissal frm the class and will have a direct cnsequence n yur grade, up t and including failure in the curse fr repeated vilatins f this plicy. Students are expected t attend class in business attire when guests r executives are scheduled. Business attire includes prperly-tied ties, jackets, dress pants and plished shes fr men, business suits and plished shes fr wmen. Students wh are dressed in a slppy r inapprpriate manner when guests are expected t be present will be asked nt t participate in thse class sessins and will nt receive any pints fr their attendance. Ultimately the evaluatin f prfessinalism is at the discretin f the teacher. Missing Class r Meetings Students wh miss class r required events may expect t have their prfessinalism grade negatively impacted in a substantial way. Missing tw required events r classes culd result in dismissal frm the curse r failure. Missing classes with executive guests will be particularly ntewrthy in calculating grades. Students shuld cmmunicate clearly with the teacher in advance f any curse activity that they will miss. Scheduled meetings Meetings with the teacher will be cnsidered similar t class meetings. Students are expected t shw up n time and prepared r t cmmunicate effectively if a situatin arises that prevents them frm meeting. Late Arrival Students wh are late fr class r required curse activity may expect t have their grade negatively impacted in a substantial way (meaning, this is a very big deal). Students shuld cmmunicate clearly with the teacher in advance f any curse activity fr which they may arrive late. Severe prblems in these areas (mre than three times late r tw classes missed) will require a meeting with the teacher t discuss further impact t the grade, up t and including failure in the curse. Teacher Feedback Students are expected t prvide quantitative and qualitative feedback abut their experience with the curse at the end f the semester in the frmal curse evaluatins, hwever students are strngly encuraged t prvide feedback earlier in the semester. Bth psitive and negative feedback directly frm students help shape the experiences f future students. Students ften perceive a hierarchy in their relatinships with prfessrs because f the assessment required by the teacher. My persnal belief is that assessment is nt the primary

11 fcus f the student-teacher relatinship; learning is. Anything that gets in the way f that shuld please be addressed immediately. Academic Integrity University plicy n academic dishnesty is clear: academic dishnesty in any frm is strictly prhibited. Anyne fund t be cheating r helping smene else cheat will be referred directly t the Dean f Students fr disciplinary actin. Penalties are severe and may include dismissal frm the University. The risks assciated with cheating far utweigh the perceived benefits. Academic dishnesty includes citing smene else's wrk as yur wn, using "cheat sheets" r sharing yur answers with smene else. If yu are unsure whether yur planned actin cnstitutes academic dishnesty, seek clarificatin frm yur instructr. Other infrmatin regarding yur rights and respnsibilities as a student is cntained in the Purdue University Cde f Cnduct. Writing assignments fr this curse will be checked fr riginality using the ithenticate sftware. Tlerance Sales and marketing prfessinals are required t wrk with many different types f peple. Anyne with whm the students interact including peers, guests, r thers n campus shuld be treated with dignity and respect. Intlerance f thers views, traits, perceptins, r actins inside r utside f class will nt be tlerated. Yes, that is a play n wrds, but please take the pint seriusly. Cmmunicatin Please nte that my primary ut-f-class methd f cmmunicatin will be via t address. I will nt generally attempt t cntact yu at ther addresses. It is yur respnsibility t check yur purdue accunt n a regular basis. I recmmend checking yur accunt twice a day. Please cnfirm receipt f cmmunicatin by within 12 hurs f it being sent. If it becmes necessary t cmmunicate with a student multiple times fr the same issue, it shuld be expected that grades will be negatively impacted. Special Needs If yu have a special need that requires academic adjustments, please make an appintment t meet with me during the first week f classes t discuss yur needs. Please nte that university plicy requires all students with disabilities t be registered with Adaptive Prgrams in the Office f the Dean f Students befre classrm accmmdatins can be prvided. Campus Emergencies In the unusual event f a majr campus emergency, curse requirements, deadlines and grading percentages are subject t changes that may be necessitated by a revised semester calendar r ther circumstances. T get infrmatin abut changes in this curse visit the curse hme page, cntact me by at dwneyws@purdue.edu r call me at my ffice ( ). This number will rll t my cell phne. T reprt an emergency, call 911. T btain updates regarding an nging emergency, sign up fr Purdue Alert text messages, view There are nearly 300 Emergency Telephnes utdrs acrss campus and in parking garages that cnnect directly t the PUPD. If yu feel threatened r need help, push the buttn and yu will be cnnected immediately.

12 If we hear a fire alarm during class we will immediately suspend class, evacuate the building, and prceed utdrs. D nt use the elevatr. If we are ntified during class f a Shelter in Place requirement fr a trnad warning, we will suspend class and shelter in the basement. If we are ntified during class f a Shelter in Place requirement fr a hazardus materials release, r a civil disturbance, including a shting r ther use f weapns, we will suspend class and shelter in the classrm, shutting the dr and turning ff the lights. Please review the Emergency Preparedness website fr additinal infrmatin.