COURSE OUTLINE

I. COURSE CATALOGUE

Course Number: Ag Ext 1

Course Title: Agricultural Extension and Communication
Course Description: Principles and Methods of Extension Communication in Agriculture

II. OBJECTIVES

At the end of the course, the students will be able to:

1. Explain extension as an intervention to sustainable development.
2. Substantiate principles and methods of agricultural extension.
3. Manifest the attitude of social concern and sense of wholeness.
4. Conduct an activity applying principles/methods of extension communication.

III. COURSE CONTENT

I. The Context of Extension

A. BISU Vision, Mission and Goals
B. Curricular Objectives
C. Population and Agricultural Production: Global and Country Statistics
D. Agricultural Modernization and Development

II. Sustainable Agriculture/Organic Agriculture

A. Philippine Agriculture Over the Years
B. Sustainable Agriculture Development
C. Overview of Organic Agriculture
D. Legal Bases of Organic Agriculture
E. Principles of Organic Agriculture

III. Agricultural Extension: An Intervention to Sustainable Development

A. Historical Antecedents of Agricultural Extension
B. Extension in Europe and in the USA
C. Extension in the Philippine Setting
D. Extension in State Colleges and Universities

IV. Practice of Agricultural Extension

A. Roles and Functions of the Extension Worker
1. Enabler
2. Educator
3. Mediator
4. Farmer Aide
5. Facilitator

B. Principles of Extension
1. Communication and Extension
2. Accountability to client
3. Works with rural people
4. Two-way process linkage
5. Cooperates with other agencies
6. Different target groups
7. Developing rural leadership

C. Extension Teaching Methods and Techniques

1. Categories of extension teaching method
2. Factors in the choice of a method

D. Approaches in Extension
1. General Agricultural Extension Approach
2. Community Approach
3. Project Approach
 4. Farming Systems Development Approach
5. Training and Visit System Approach
6. Cost-sharing Approach
7. Participatory Agricultural Extension Approach
8. Educational Institution Approach

E. Communication in Extension
1. The communication process
2. The elements of communication
3. Models of communication
4. Communication effects
5. Strategies for effective communication
6. Extension as communication intervention

F. Diffusion and Adoption Process

1. The diffusion process
2. Stages in the adoption process
3. Adopter Categories
4. Problems and issues in adoption

G. Target Categories in Extension

1. Target groups and agricultural extension
2. Identifying target categories
3. Access of target categories

H. Adult Teaching and Learning

1. Andragogy: A theory of adult learning
2. Principles of adult teaching and learning
3. Teaching-learning models for adults

I. Program Planning and Evaluation

1. Stages in program planning
2. Evaluating extension programs
3. Country experiences

J. Improving Extension Effectiveness: Major Problems and Issues

V. Prospects and Opportunities in Agricultural Extension

REFERENCES
Guardian, Edgar, et.al., June 2006. Beyond the Usual: Innovating Strategies in Rural
Development, PATSARRD
Linao, Rex. 2004. Community Immersion Towards Becoming Agents of Community
Empowerment. Quezon City: Great Books Trading.
Learning Guide and Book of Readings 2006 in Modern Theories and Approaches in
Extension, Australia: University of Queensland
Learning Guide and Book of Readings 2006 in Communication in Extension, Australia:
University of Queensland
Mortiss, Peter. Extension for Rural Change. Queensland: Department of Primary Industries.