Course Outline

AGRICULTURAL EXTENSION
AND COMMUNICATION (AgExt 51)
Estrella E. Taco - Borja
Development Communication Department
Xavier University College of Agriculture
April 2006

Course Description:
This course is designed for all plain BS Agriculture students as well as those enrolled in the BS Food Technology and BS Agricultural Engineering departments.

Entry Competency:
Since this course is offered in the third year or fourth year curricula of the various departments, it is expected that the students who would enroll in this course have had basic knowledge on basic agriculture concepts and certain agriculture technology. Their basic knowledge would be used as points of entry and as specific examples as regards the application of various extension and communication methods and techniques.

General Objectives:
A. Cognitive
• Discuss the principles and practices of agricultural extension and communication and their relevance to sustainable agriculture and development
• Identify various extension and communication methods and approaches
B Affective
• Appreciate the nuances in handling and communicating with various audiences
• Show concern to issues related to agriculture and the development of the farming workforce/sector
Psychomotor
• Demonstrate selected extension methods through classroom or field activities

References:
Adhikarya, Romy. 1994. Strategic Extension Campaign: A Participatory-Oriented Method of Agricultural
Extension. FAO of the UN, Rome
Battad, Teodora, et. al. 2003. Agricultural Extension. Grandwater Publications, Makati City, Phils.
Cernea, Michael, et. al. (eds.). 1983. Agricultural Extension by Training and Visit: The Asian Experience. International Bank for Reconstruction and Development, World Bank, Washington
Chambers, Robert. 1983. Rural Development: Putting the Last First. Butler and Tanner, Ltd., London.
Ettington, Julius. 1989. The Winning Trainer (2nd ed.) Gull Publishing House, Texas
Kwiatskowsky, Lynn. 1999. Struggling with Development: The Politics of Hunger, Ateneo de Manila Press, Q.C.
Mosher, A.T. 1978. An Introduction to Agricultural Extension. Singapore University Press for Agric. Dev’t Council
Ongkoko, Ila and Alexander Flor. 2003. Introduction to Development Communication. SEAMEO SEARCA and the UP
Open University, College, Los Baños, Laguna
Swanson, Burton, et.a. (eds.). 1997. Improving Agricultural Extension: A Reference Manual. FAO of the UN, Rome
Van den Ban, A.W. and H.S. Hawkins. 1996. Agricultural Extension (2nd ed). Blackwell Science Lts., Great Britain


COURSE OUTLINE:

UNIT 1 : THE CONTEXT OF EXTENSION
Specific Objectives: At the end of the unit, the students are able
1. To contextualize discussions on agricultural extension through an analysis of local, national and agricultural situation;
2. To present basic development theories and approaches;
3. To explain basic concepts in agriculture and agricultural development;
4. To trace the development of agriculture over the years, with focus on the Philippines; and,
5. To identify basic agricultural laws

Coverage:
A Phil. Population and Agricultural Production
B Development Theories, Approaches
C Agriculture Modernization and Development
D Sustainable Agriculture and Development
E Agricultural Laws; DA EOs/Memos

UNIT 2 : AGRICULTURAL EXTENSION: AN INTERVENTION
FOR SUSTAINABLE DEVELOPMENT
Specific Objectives: At the end of the unit, the students are able
1. To trace the history of agricultural extension; and,
2. To explain the basic concepts of extension: definition, philosophy, goals, objectives and types of extension.

Coverage:
A Historical Antecedents of Agricultural Extension
a.1 Extension in Europe and in the USA
a.2 Extension in the Philippine Setting
B Extension Defined
b.1 Philosophy
1 educational process
2 democratic process
3 indigenous knowledge
4 continuous process
b.2 Goals and Objectives
1 intermediation/mediation
2 teach people
3 research & mobilization
4 local leadership identification
5 establishment of structure/institutions
b.3 Types of Extension
1. Informative extension
2. Emancipatory extension
3 Formative extension
4 Persuasive extension
b.4 Modern and Future of Agricultural Extension
b.5 Formal Extension and Extension Education


UNIT 3 : PRACTICE OF AGRICULTURAL EXTENSION
Specific Objectives: At the end of the unit, the students are able
1. To identify the roles and functions of the extension worker;
2. To enumerate the principles and approaches of extension;
3. To identify the various extension teaching methods, techniques and approaches;
4. To appreciate the indispensable role of communication in extension;
5. To explain the process of diffusion and adoption, teaching adults;
6. To illustrate the cycle of a development program; and,
7. To discuss and reflect on the extension experiences of the country.

Coverage:
A Present and future Roles and Functions of Extension Worker

B Principles
b1 Communication and education
b2 Accountability to client
b3 Works with rural people
b4 Two-way process linkage
b5 Cooperates with other agencies
b6 Different target groups
b7 Developing rural leadership


C Changes and Challenges in Extension
Changes:
c1 client-orientation
c2 electronic information
c3 participation
c4 unified extension service


Challenges:
c1 status of extension
c2 pre-service education
c3 extension policy
c4 extension after decentralization


c5 impact assessment
c6 globalization
c7 linkages
c8 techno transfer focus
c9 info techno in extension
c10 participation and pluralism


D The Extension Delivery System
e1 research
e2 change
e3 client

E Extension Approach

UNIT 4 : COMMUNICATION IN EXTENSION
Specific Objectives: At the end of the session, the students are able
1. To explain the basic concepts in communication;
2. To appreciate the indispensable role of communication in extension;
3. To explain the process of diffusion and adoption; and,
4. To distinguish adult learning from conventional classroom/academic learning.

Coverage:
A Basic Concepts
a1 Communication Process
a2 Forms of Communication
a3 Barriers of Communication

B Audio-Visual Aids in Extension

C Teaching Methods and Classification

D Ways of Reaching Extension Audience

C Adult Learning and Adult Teaching
a. Principles of Adult teaching and learning
b. Characteristics of adults
c. Knowledge and learning
d. Teaching-Learning models

MID-TERM EXAMINATION

UNIT 5 : DIFFUSION OF INNOVATION
Specific Objectives: At the end of the session, the students are able
1. To explain the basic concepts of innovation and how to diffuse it
2. To identify the appropriate extension and communication techniques according to given types of adopters and phases of adoption
3. To appreciate the significance of the various extension and communication tools in influencing target groups and individuals to adopt a certain innovation

Coverage:
A Basic Concepts

B Stages in the Adoption-Rejection Process
a. Awareness
b. Interest
c. Evaluation
d. Trial
e. Adoption-Rejection
B Adopter categories
a. Innovators
b. Early adopters
c. Early majority
d. Late majority
e. Laggards
C Problems and issues in adoption
a. Attributes of technology
a.1 Relative advantage
a.2 Complexity
a.3 Compatibility
a.4 Trialability
a.5 Observability
b. Technology development process
c. Technology dissemination

D Models of Technology Transfer

d1 top-down
d2 feedback technology
transfer
d3 modified FTT
d4 farmer-back-to-farmer
d5 farmer first
d6 beyond the farmer first



break for:
PREPARATIONS FOR AND ACTUAL DEMONSTRATION DAY


UNIT 5 : PROGRAM PLANNING, MONITORING & EVALUATION
Specific Objectives: At the end of the session, the students are able
1. To illustrate the cycle of a development program; and,
2. To appreciate the value of program planning, monitoring, and evaluation

Coverage:
A Definition E Typology of Participation
B Features of Sound Planning F Participatory Methods
C Planning Process
D M&E in Extension

UNIT 6 : COMMUNITY ORGANIZATION
Specific Objectives: At the end of the session, the students are able
1. Describe the concept and process of community organization;
2. Appreciate the contribution of CO as a tool in Agri Extension and Development
A. Definition
B. Stages and Process
C. Principles
D. Practical Tips

FINAL EXAMINATION

LEARNING METHODOLOGIES:
During the semester, students shall be exposed to various learning methodologies, such as:
1. lecture-discussion
2. e-based interaction through the blog
3. on-site lectures (possibly in cooperation with the Department of Agriculture and NGOs)
4. field demonstration (Demo Day during Manresa Days)
5. library work and web-based materials
6. field/office interviews

GRADING SYSTEM/REQUIREMENTS:
1. Term examinations - Mid-term and final examinations (100 points each) = 200 points
2. Quizzes – announced or unannounced (total of 50 points) = 50
4. Participation in demonstration day (from preparation to dry run to final presentation) =200
5. Assignments – 5 assignments with a total of 50 points = 50
Total =500 points
Computation shall be based on the total points earned by a student (maximum of 500 points), no percent conversion needed, with a 60% passing score, students should be able to compute the letter grade equivalent.




References:
Adhikarya, Romy. 1994. Strategic Extension Campaign: A Participatory-Oriented Method of
Agricultural Extension. FAO of the UN, Rome
Battad, Teodora, et. al. 2003. Agricultural Extension. Grandwater Publications, Makati City,
Phils.
Cernea, Michael, et. al. (eds.). 1983. Agricultural Extension by Training and Visit: The Asian Experience. International Bank for Reconstruction and Development, World Bank,
Washington
Chambers, Robert. 1983. Rural Development: Putting the Last First. Butler and Tanner, Ltd.,
London.
Ettington, Julius. 1989. The Winning Trainer (2nd ed.) Gull Publishing House, Texas
Kwiatskowsky, Lynn. 1999. Struggling with Development: The Politics of Hunger, Ateneo de
Manila Press, Q.C.
Mosher, A.T. 1978. An Introduction to Agricultural Extension. Singapore University Press for
Agric. Dev’t Council
Ongkoko, Ila and Alexander Flor. 2003. Introduction to Development Communication.
SEAMEO SEARCA and the UP Open University, College, Los Baños, Laguna
Swanson, Burton, et.a. (eds.). 1997. Improving Agricultural Extension: A Reference Manual.
FAO of the UN, Rome
Van den Ban, A.W. and H.S. Hawkins. 1996. Agricultural Extension (2nd ed). Blackwell
Science Lts., Great Britain

and web-based materials – www.neda.gov.ph; www.da.gov.ph; others to be announced


CLASSROOM POLICIES
1. The demonstration day participation is a must. No student passes the course without having participated in such
major activity.
2. Each students must have a notebook – for note-taking and for journals.
3. Students must come to class on time.
4. No assignments are accepted after the agreed deadline; it’s either on time or nothing.
5. Students are encouraged to participate in class discussion; they must use the medium of
instruction which is English. There will be sessions where the Vernacular shall be used
as an application for extension in the real work.
6. Notes may be posted on the instructor’s blog site: trelborja.blogspot.com; students are
encouraged to visit the site and post comments as necessary

CLASS SCHEDULE
Room SC II: 7:05 – 8:20 TTh

CONSULTATION HOURS
1. office at A 202; Consultation Hours:
MWF: 5:00 – 6:00; TTh: 5:00 – 7:00; Sat: 9:00 – 10:00


Prepared by: Approved By:


ESTRELLA E . TACO – BORJA MA THERESA M RIVERA
Instructor Department Chair
Sem 1, SY 08-08