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**HMI EVENT** Holistic Marketing & Business Planning Online Course

September 4 - October 16

This interactive online course steps you through the basics of using the Holistic Management decision-making framework to guide you in your marketing and business planning. You will have the opportunity to develop your business model and explore marketing options so that you can more effectively create your marketing and business plan outlines. You will also identify key action steps to begin implementation of those plans as part of the strategic development of your farm or ranch.

Cost: $350, includes learning materials
Dates:  September 4 – October 16, 2024 with weekly live webinars on Wednesdays
Time:  5:00-6:30 PM MDT
Scholarship Deadline: August 25, 2024
Registration Deadline: September 4, 2024
Instructor: HMI Certified Educator Christine Martin & Teacher’s Assistant Steven Franz

For large-scale and small-scale ranchers, farmers, and land managers.

Can’t make the live webinars? Sign up anyway – they’re recorded!


  • Key business model and planning concepts
  • The various direct marketing channels and opportunities and challenges of each
  • The importance of market research for developing a marketing plan
  • Pricing and promotion
  • Understanding your competition
  • Resources for business planning
  • The value of business and strategic planning


Participants will learn how to:

  • Assess consumer trends, target markets, and potential competition
  • Become familiar with resources of direct marketing
  • Assess the value or uniqueness of your product or service
  • Begin creating a Marketing Plan & Business Plan
  • Write SMART goals
  • Write a SWOT Analysis
  • Tie your marketing and business plan to your holistic goal and holistic financial plan
  • Set prices for products and service that allow you to be profitable
  • Determine viable markets for your farm/ranch

Financial Assistance

Full & Partial Scholarships available

If you are awarded a scholarship, you will receive a discount code. Click here for more information on how to use your code.

Money-Back Guarantee

HMI stands behind our training programs. If you participate fully in this training program by attending all sessions and completing all assignments satisfactorily, and if you are not completely satisfied within 10 days of program completion, we will refund your registration fees.




Can’t make the live webinars? Sign up anyway – they’re recorded!


This course is seven weeks long and you should plan on about 2 – 4 hours each week participating in the webinars and completing the assignments. While the webinars are scheduled at a particular time, you will be able to complete the assignments at any time during the week. Don’t worry if you miss a webinar, we’ll be recording them and you can view it before the next scheduled webinar. Assignments may include watching videos, reading, and written exercises.

With real-time audio, video, and whiteboard capabilities our learning environment allows you to stay connected for a more engaging learning experience. You are encouraged to contribute to class discussions (either on the webinar or online forum). You can build relationships with other students from across the country and maybe even the world.

You’ll also receive a FREE electronic subscription to IN PRACTICE and a certificate upon completion of the course.

Technology /Language Requirements

  • Computer (PC or Mac are fine)
  • Reliable high-speed internet access
  • Internet browser (Explorer, Chrome, Firefox, or Safari)
  • Microsoft Word and Excel
  • Telephone (cell or landline) OR Microphone
  • E-mail address
  • All classes are taught in English

Scholarship funding support comes from the L&L Nippert Charitable Foundation.


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