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Forest Products Marketing

SBP 4353/6353

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?

  • The major forest product categories, industry segments and global markets.

  • How macro and micro environmental factors (supply and demand, competition, etc.) impact marketing.

  • How to utilize different marketing channels.

  • How to apply strategy and strategic planning.

  • Introduction to product development, pricing, personal selling, promotion, distribution, logistics and exporting.

  • How to produce and present a marketing plan.

Topics

Topics

Global Markets
Background & Context
  • Historical and social context

  • Forest product categories

  • Industry segments

  • Global markets and globalization

  • Greening of markets

Marketing Concepts
  • What is marketing?

  • Supply & demand

  • Competition

  • Marketing structures

  • Marketing functions

  • Marketing strategy

Practical Applications
  • SWOT analysis

  • Personal selling

  • Strategic planning

  • Pricing

  • Distribution & logistics

  • Import/export

  • Forest product certification

  • Promotion

  • Product development

Face-to-face
(Starkville Campus)

Starkville Campus Classroom

Classroom

International Trade Data

International Trade Data

Online Textbook
Student Presentation

Marketing Project

F2F

Online

Lecture Videos

Online Lectures

Logistics Exercise

Applications Exercises - Logistics

Market Report

Applications Exercises - Trade Publications

Online

Instructor

Frank Owens.jpg

Associate Professor

Dept. of Sustainable Bioproducts

Mississippi State University

Since 2001, Frank 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, where he currently serves as an Associate Professor in the Department of Sustainable Bioproducts. He teaches courses in wood anatomy, forest products marketing and lumber manufacturing and conducts research on lumber properties and computer vision applications for wood identification. He is currently a member the Council of the International Association of Wood Anatomists (IAWA) and has previously served as both President and Vice President of the Forest Products Society (FPS) and on the Board of Directors of the National Association of Floor Covering Technicians (NAFCT).

Instructor

Contact

Email & Phone:

frank.owens@msstate.edu

Tel: +1-662-325-6698

Address:

  • LinkedIn

Dept. of Sustainable Bioproducts

201 Locksley Way

Starkville, MS 39759

Contact
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