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| S Y L L A B U S |  F A R M  M A R K E T I N G  E S S E N T I A L S

100% online |  Available 24/7 | Self-Paced | 4 Modules - estimated completion <6 weeks

View this short video to see how the Farm Marketing Essentials course
can be advantageous to your grain origination program.

This course lays the foundation for understanding the dynamics of farm marketing so that you can move this conversation forward with meaningful and actionable results.

Objectives of the course:

  • Understand the principles of profit based marketing.
  • Be effective in analyzing the current profit picture from different perspectives.
  • Be equipped with a variety of tools to aid in your marketing conversations.
  • Be inspired by the role you play in delivering services of value to your farm customers.
  • Understand how the elevator's prices are determined.
  • Realize the unique connection between elevator and farm and the value you bring to the relationship.
  • Have a working knowledge of the common marketing alternatives available to farmers for marketing their crops in the pre-harvest period.
  • Be able to address the farmer's fears of selling prior to harvest with a clear explanation of the alternatives for addressing non-delivery issues.
  • Understand the role crop insurance plays in a farm's marketing plan.
  • Explore how the objectives of marketing shift after harvest for both you and the farmer.
  • Develop a working knowledge of the Marketing Alternatives available to farmers for selling grain in the post-harvest marketing period.
  • Apply the skills of origination to buying grain out of the farmer's bins.
  • Look at ways Profit Based Marketing is adapted to different market environments.
  • Learn ways to keep conversations focused on profit.
  • Be able to customize marketing plans to the needs of the individual.
  • Review resources that are helpful to your marketing discussions.

Course modules:

  • Module 1:  Profit Based Marketing
    Introduction to Profit Based Marketing
    7 Essentials of a Skillful Marketing IQ
    What are common characteristics you see in farmers who are good marketers?
    How to Do a Profit Per Acre Analysis
    How do you gain reliable information about production costs?
    Where the Elevator's Price Comes From
    An Elevator's Perspective on Price
    The Elevator & Farm Connection
    How the Elevator Makes Money from Trading Basis
  • Module 2:  Timing of the Marketing Decision
    The Marketing Timeline
    Fulfilling the Farmer's Marketing Objectives in the Pre-Harvest Period Forward/Target Contract: Mechanics of Execution
    Introduction to Options
    Minimum Price Contracts
    Hedge-to-Arrive Contracts
    Crop Insurance: How it Works & What It Means to Farm Marketing
    Dealing with Non-Delivery of a Forward Contract Due to Crop Failure
    Pre-Harvest Bushels are the Most Profitable
  • Module 3: Shifting Focus Post-Harvest
    The Decisions of Marketing After the Bushels are Harvested
    Buying Out of Farm Bins
    Minimum Price Contract: Mechanics of Execution Post-Harvest
    Mechanics of Deferred Price (DP) Contracts
    Mechanics of Basis & Extended Price Contracts
    Knowing More About the Contracts You Don't Offer
  • Module 4: Adapting Your Message to the Situation
    Buying in Difficult Times
    Changing the Conversation
    Planned Decisions for the Indecisive
    Sticking to the Plan in a Rally
    Originator's Toolkit





$950 per person

Elevators utilizing White Commercial's
Futures Brokerage Services receive special rates
on all Grain Merchant Certification courses.
Call Cindy at 888.546.9555 for details.


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