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K-State Today

April 13, 2020

Master of Agribusiness program offers new course: Sales and Marketing in the Animal Health Industry

Submitted by Mary Bowen

Kansas State University's award-winning Master of Agribusiness program is offering a new online course as part of its Animal Health cohort curriculum. Starting on June 1, Sales and Marketing in Animal Health Industry, AGEC 735, will introduce students to marketing and sales principles and practices in the complex world of the animal health industry.

Taught by Aleksan Shanoyan, associate professor of agricultural economics, the online graduate course for three credits provides an interactive forum for learning marketing and sales concepts and exploring unique aspects of their application in the context of food animal markets, B2B, and companion animal consumer markets, B2C.

"The course combines theory and practical application of sales and marketing concepts through the use of lectures, case study discussions, and first-hand insights from industry experts in animal health," Shanoyan said. "It is designed with a strong emphasis on practical application. Students will walk away not only with the knowledge of marketing concepts and frameworks, but also with the experience of applying those concepts to conduct marketing research and develop marketing plans that address real-life situations."

Course topics and highlights include:

  • Overview of Key Marketing Concepts, Marketing Strategies and Plans.
  • Leveraging Marketing Research in Animal Health Industry.
  • Customer Experience and Connectivity in Animal Health Industry.
  • Market Segmentation and Brand Positioning in Animal Health Industry.
  • Developing Product and Pricing Strategies.
  • Go-to-Market Strategies in the Animal Health Industry.

This course will be relevant for early- and mid-career professionals considering a career path in animal health. This includes, but is not limited to veterinarians and executives from manufacturing, pharmaceutical, compounding, distribution, technical service areas, nutritionists and retail firms.

"Three main groups will benefit from this course: Current animal health industry professionals who want to improve their marketing and sales knowledge; individuals who plan on entering and building a career in the animal health industry; and professionals who work in industries connected to the animal health sector," Shanoyan said.

Admission to the Master of Agribusiness program is not required to sign up. The course is open to anyone with a bachelor's degree and two years of professional experience. It is offered from June-August. Students should plan to spend an average of five to seven hours per week on the class. This includes lectures, readings, online recitations and homework. To enroll, contact the MAB office at mab@k-state.edu or 785-532-4495.

K-State's Master of Agribusiness is an award-winning, distance-education degree program that focuses on food, animal health and agribusiness management. Students and alumni work in every sector of the food, animal health and agribusiness industry and are located in 40 states within the United States and in more than 30 countries.