Over the past 30 years, there has been a major shift in agricultural markets and the international trade of agricultural products. The world is moving from local and national markets towards a global system of trading, which means that neighbouring farmers working on small plots of land may be competing with large industrial farmers from another country in a single marketplace.

This module familiarises extensionists with the key terms and concepts required to introduce agricultural entrepreneurship to farmers, farmer groups and agricultural businesses and to support improved productivity and market engagement. The module provides a practical approach to improving the knowledge, skills and attitudes of extension agents as they seek to help the farming community take on new enterprise skills.

The purpose of this module on marketing and value chain development is to help extension agents, who are new to working with markets, understand the basic components of marketing and value chains. This module will also focus on the way in which extension agents can work with farmers and other key chain actors to target market opportunities and to develop an action plan that farmers can use to engage with markets successfully. 

In this practical part of the module, you will be familiarised with the use of market analysis tools and value chain upgrading strategies, as well the use of information and communication technologies (ICTs) in value chains services.

The purpose of this module is to help extension agents, who are new to working with markets, understand the basic components of marketing value chains and the way in which extension agents can work with farmers and other key chain actors to target market opportunities and to develop an action plan that farmers can use to engage with markets successfully. 

In the theoretical part of the module the focus is on the importance of agricultural marketing for farmers, the analysis of the agricultural market and the value chain, as well as market linkage methods. 

This module will provide basic guidelines to extension agents on how to help farmers form strong organisations that are able to effectively provide services to their members. Specifically, the module will discuss the definition of a farmer organisation (FO) and how different formations of farmers play different roles in the agricultural sector. Various factors influence the successful operation of FOs and this module will discuss several of these internal and external challenges, as well as suggestions on how to address them. This module will also look at issues that affect the sustainability of FOs and will help you as an extension agent guide farmers in forming and managing sustainable organisations. Lastly, the module will discuss the most important functions that FOs fulfil in the agricultural sector.

During the last decade, extension and rural advisory services have been increasingly recognised as professions. This module will briefly discuss the concept of ethics and the importance of professional ethics and codes of behaviour in the workplace. This module will look at the meaning of a profession and professionalism and what it means to be a professional. You will learn what qualities and characteristics define a profession and a professional and the importance of professional development. The final part of this module will look at what competencies you will need as a professional extensionist to perform your duties effectively.