Short Course: Forest Products Marketing

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Short course description

Marketing is one of the most important support processes of any business organization. Without good marketing strategies a company will not be able to properly design, price, promote and distribute their products. Participants in this short course will learn about marketing principles and how they can be applied to gain a competitive advantage in forest products industries.

Topics that will be covered

  • Review of Forest Products
  • Manufacturing Practices in Forest Products industries
  • Current issues affecting the Forest Products industry
  • Marketing history
  • Economic trends impacting marketing activities
  • Products and Pricing
  • Promotion and Place
  • Salesmanship and Sales Techniques
  • Basic Marketing Research
  • Competitive position
  • Understanding competitors
  • Value chain in Forest Products
  • Market Intelligence
  • Writing and presenting a Marketing Plan

Learning objectives

  • Learn about the forest products industry: its products, manufacturing processes, continuous improvement practices, and the most critical issues impacting the present and future of the forest products industry.
  • Recognize the most impacting marketing factors the forest products industry.
  • Learn about economic trends and the history of marketing research.
  • Understand the four basic principles of marketing: product, price, promotion, and distribution.
  • Discover how to develop the right marketing mix to be able to provide forest products from producer to the ultimate customer in a effective and efficient way.
  • Learn how to implement sales techniques and conduct basic marketing research. Understand what is required to become an outstanding salesman.
  • Ascertain how to identify the different internal and external factors that impact the competitiveness of your business.
  • Understand the main strategic drivers that determine how your company should compete
  • Explore different tools to monitor and gain a better understanding of your competitors and regulatory activities that might impact your business.

Who should attend?

  • Forest Products employees unfamiliar with the forest products industry and the marketing process
  • Economic development officers and others wanting to gain more knowledge on the forest products industry and marketing
  • Other interested in the process of marketing and the forest products industry

Dates and location

  • September 3-4, 2015. The short course requires 12 hours of instruction spanning over a day and a half.
  • The venue is the National Hardwood Lumber Association (NHLA) headquarters in Memphis, TN. Address and contact information is:

National Hardwood Lumber Association headquarters
Raleigh Lagrange Rd, Memphis, TN 38134
Phone: (901) 377-1818


  • The registration fee is $425 per person and includes materials, lunch and coffee breaks. An electronic copy of Bob Smith`s book will be also included as part of the materials
  • Continue Professional (CP) credits are offered on request.
  • Participants will receive a certification of completion issued by NHLA and Virginia Tech.
  • Registration can be completed by following this web link:
  • Questions about registration, hotel accommodations, and directions to the venue please contact Becky Miller at or at (901) 399-7569.


Bob Smith. Bosmithb spent 14 years with a major wood products manufacturer as a production manager and sales representative before coming to Virginia Tech in 1991. He has taught marketing, management and sales courses as they relate to the forest products industry over his 20 year career. He is currently the department head of the forest products unit at Virginia Tech. He holds a BS in wood science, an MBA, and a PhD in Forest Products Marketing.

quesadaHenry Quesada. Henry has been with Virginia Tech since 2008 as an extension Specialist. He has a B.S. in industrial Engineering and a Ph.D. in Wood Products Technology from Purdue University. He teaches and conducts research on International Marketing, Business, and Supply Chain Management topics.

SBIO Newsletter. Volume 3, Number 1.


Extension highlights

The wood products industry in Virginia is a critical contributor to the economy of the state, an industry represented by more than 1,000 primary and secondary industries and over $25 billion in economic impact.

The Department of Sustainable Biomaterials (SBIO) at Virginia Tech is one of the leading U.S. academic programs in the field of renewable materials with a focus on cellulosic materials such as wood products. Besides research and teaching efforts, SBIO has an important role in dissemination of new knowledge in the area of renewable materials through SBIO’s three extension specialists.

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