Part II: Seed Business Management 2017-08-22T22:12:00+00:00

Week At A Glance: February 05 – 09, 2018

February 05, 2018
8:00 – 8:30 am Shuttle from Hotel to Seed Science Center
8:30 – 9:00 am Check-in and Registration
9:00 – 10:30 pm Welcome & Course Overview
11:00 – 12:30 pm State of the Seed Industry – Guest Speakers
12:30 – 1:30 pm Lunch provided
1:30 – 3:00 pm Research Management
3:30 – 5:00 pm Research Management
5:00 – 6:00 pm Social Networking Mixer
6:00 – 6:30 pm Shuttle from Seed Science Center to Hotel

February 06, 2018
8:30 – 9:00 am Shuttle from Hotel to Seed Science Center
9:00 – 10:30 pm Leadership, Teamwork, Negotiations
10:30 – 12:30 pm Leadership, Teamwork, Negotiations
12:30 – 1:30 pm Lunch provided
1:30 – 3:00 pm Leadership, Teamwork, Negotiations
3:30 – 5:00 pm Leadership, Teamwork, Negotiations
5:00 – 6:00 pm Shuttle from Seed Science Center to Hotel

February 07, 2018
8:30 – 9:00 am Shuttle from Hotel to Seed Science Center
9:00 – 10:30 pm Business t0 Business Marketing
10:30 – 12:30 pm Business t0 Business Marketing
12:30 – 1:30 pm Lunch provided
1:30 – 3:00 pm Supply Chain Management
3:30 – 5:00 pm Supply Chain Management
5:00 – 6:00 pm Shuttle from Seed Science Center to Hotel

February 08, 2018
8:30 – 9:00 am Shuttle from Hotel to Seed Science Center
9:00 – 10:30 pm Regulations, Policy & Trade
10:30 – 12:30 pm Regulations, Policy & Trade
12:30 – 1:30 pm Lunch provided
1:30 – 3:00 pm Regulations, Policy & Trade
3:30 – 5:00 pm Regulations, Policy & Trade
5:00 – 6:00 pm Shuttle from Seed Science Center to Hotel

February 09, 2018
7:30 – 8:00 am Shuttle from Hotel to Seed Science Center
8:00 – 9:30 pm Finance
10:00 – 11:30 pm Finance/Business Strategy
11:30 – 12:30 pm Lunch provided
12:30 – 2:00 pm Business Strategy
2:30 – 4:00 pm Week in Review
4:00 – 5:00 pm Shuttle from Seed Science Center to Hotel

Course Overview

Why do customers buy?  At first glance one may think they are buying a product or a service.  But what they are really buying are beneficial outcomes.  When a farmer or rancher buys a Ford F-150 pickup truck, she is certainly buying the ability to move things (bags of seed, tools, fencing materials), along with the assurance that comes from owning the #1 brand in the industry, the social approval that comes from staying within the Ford family, and maybe even the pleasure of hearing the exhaust rumble every time it starts.  The full package of beneficial outcomes that come from a purchase is called the value proposition.  All products have a value proposition that the company should manage, and that proposition is determined by many more factors than miles per gallon for a pickup truck or projected yield-per-acre for a corn hybrid.  The business-to-business (B2B) marketing session will explore the different dimensions of value, with an eye towards identifying action that companies, large and small, can take to have value propositions that are defensible and sustainable.  Topics such as market segmentation, brand management, and relationship management will be discussed.

The seed industry has experienced tremendous SKU proliferation over the past 2 decades.  This means conditioning and managing many types of green seed, and even more finished bags or totes of seed.  During this course, we will explore supply chain management in the evolving seed industry.  In particular, we will explore the integration of supply (conditioned seed) and demand (true on-farm use) and the uncertainty that encompasses the chain.  A strong channel to serve the end customer is critical, but high customer service comes at a high cost!  Leave this session with a few tools and some thought-provoking ideas on managing inventory and potential out-of-stock situations.

Successful plant breeding mandates the most effective use of intellectual property protection to protect innovations and intellectual capital so as to encourage continued investments into research. IP is also essential to allow licensing of germplasm and technologies. Licensing is an essential component of plant breeding as no single organization can develop all the tools necessary to develop traits or to undertake research. The terms conditioning economic costs of accessing and using germplasm from genebanks have been discussed over the past several decades and are now beginning to be formalized. Germplasm diversity is a key raw material of plant breeding and by innovative research and product development can become even more of a potential competitive advantage. Knowledge of the regulatory environment to access germplasm and to help protect newly developed germplasm is ever more crucial. This session will include discussion concerning International Treaties (UPOV, WIPO, CBD, IT-PGRFA) and their interactions, along with forms of intellectual property protection available to plant breeders.

The finance module will include topics selected from the following: financial statement and ratio analysis, capital budgeting and project evaluation, cost of capital, the capital raising process and instruments, and mergers and acquisitions.

REGISTRATION INFO

Meet Your Instructors

Gary Munkvold, PhD
Iowa State University
Professor, Plant Pathology
STB Short Course & Grad Program Director

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Susana Goggi, PhD
Iowa State University
Professor, Seed Physiology

Stephen Smith, PhD
Iowa State University
Affiliate Professor, Agronomy
DuPont-Pioneer

Alan Gaul
Iowa State University
Seed Conditioning Specialist

Greg Lamka, PhD
Iowa State University
Dupont - Pioneer

Registration is Open!

Short Course – Home
Part I: Seed Science & Technology
Part II: Seed Business Management
Short Course Instructors
Registration Fees & Policies
Participant Information

Short Course Dates

November 06 – 10, 2017 – Part I
February 05 – 09, 2018 – Part II

Registration Fee

$3,850/person – both Part I & Part II
$2,850/person – either Part I or Part II
Cancellation & Minimum Attendance Policy

Location

Seed Science Center
Iowa State University
2115 Osborn Drive
Ames, Iowa 50011

Questions?

Please contact:
Cindy Robertson
STB Short Course Coordinator
515.294.6947
cindyr@iastate.edu

Educational Credit

You can earn CEU and CCA credit at this program.

REGISTRATION  INFO