Forest Products Marketing
SBP 4353/6353
Course Description
(Prerequisites: None). Three hour lecture. Marketing and business practices used by forest products companies trading in lumber, engineered wood products and furniture.
What can I expect to learn in this course?
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The major forest product categories, industry segments and global markets.
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How macro and micro environmental factors (supply and demand, competition, etc.) impact marketing.
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How to utilize different marketing channels.
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How to apply strategy and strategic planning.
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Introduction to product development, pricing, personal selling, promotion, distribution, logistics and exporting.
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How to produce and present a marketing plan.
Topics
Background & Context
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Historical and social context
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Forest product categories
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Industry segments
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Global markets and globalization
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Greening of markets
Marketing Concepts
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What is marketing?
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Supply & demand
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Competition
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Marketing structures
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Marketing functions
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Marketing strategy
Practical Applications
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SWOT analysis
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Personal selling
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Strategic planning
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Pricing
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Distribution & logistics
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Import/export
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Forest product certification
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Promotion
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Product development
Online
Online Lectures
Applications Exercises - Logistics
Applications Exercises - Trade Publications
Instructor
Since 2001, Dr. Owens has been involved in the global marketing and sourcing of wood products. Fluent in Japanese, he has lived abroad for eight years in East Asia and the Middle East. He holds a bachelor's degree in international relations from the University of Minnesota, a master's degree in East Asian languages from UCLA, and a doctoral degree in forest resources from Mississippi State University. He teaches courses in wood anatomy and forest products marketing and conducts research on lumber properties, nondestructive testing, and computer vision applications for wood identification.
Assistant Professor
Dept. of Sustainable Bioproducts
Mississippi State University
Contact
Email & Phone:
Tel: +1-662-325-6698
Address:
Dept. of Sustainable Bioproducts
201 Locksley Way
Starkville, MS 39759