12/26/2024 9:16:37 PM	SUSAG 160 Course Outline as of Fall 2013	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  SUSAG 160	Title:  DIRECT FARM MARKETING
Full Title:  Direct Farm Marketing
Last Reviewed:1/28/2019

Units		Course Hours per Week			Nbr of Weeks	Course Hours Total
Maximum	2.00	Lecture Scheduled	2.00		17.5 max.	Lecture Scheduled	35.00
Minimum	2.00	Lab Scheduled	1.00		8 min.	Lab Scheduled	17.50
		Contact DHR	0			Contact DHR	0
		Contact Total	3.00			Contact Total	52.50
		Non-contact DHR	0			Non-contact DHR Total	0

Total Out of Class Hours:  70.00

Total Student Learning Hours: 122.50

Title 5 Category:  AA Degree Applicable
Grading:  Grade or P/NP
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As: 
Formerly:  AG 270.15

Catalog Description:

Overview of direct farm marketing principles and practices. Includes innovative marketing alternatives for the small to medium size grower, proven methods of product development, promotion pricing and distribution. Includes hands-on participation with the SRJC campus produce stand. Field trips to local direct retail outlets.

Prerequisites/Corequisites:

Recommended Preparation:

Limits on Enrollment:

Schedule of Classes Information
Description:

Overview of direct farm marketing principles and practices. Includes innovative marketing alternatives for the small to medium size grower, proven methods of product development, promotion pricing and distribution. Includes hands-on participation with the SRJC campus produce stand. Field trips to local direct retail outlets.

(Grade or P/NP)
Prerequisites:
Recommended:
Limits on Enrollment:
Transfer Credit:
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP

ARTICULATION, MAJOR, and CERTIFICATION INFORMATION

Associate Degree:		Effective:		Inactive:
Area:
CSU GE:	Transfer Area			Effective:	Inactive:
IGETC:	Transfer Area			Effective:	Inactive:
CSU Transfer:		Effective:		Inactive:
UC Transfer:		Effective:		Inactive:
C-ID:

Certificate/Major Applicable: Both Certificate and Major Applicable

COURSE CONTENT

Outcomes and Objectives:
At the conclusion of this course, the student should be able to:

Upon successful completion of this course, the student will be able to:

1.  Identify food safety issues related to direct farm marketing of fresh produce.

2.  Evaluate a variety of direct farm marketing techniques for effectiveness.

3.  Set up and profitably manage a produce stand.

4.  Evaluate crop suitability for restaurant use.

5.  Differentiate between post-harvest handling techniques based on intended market.

6.  Employ proper harvesting techniques based on regulatory requirements of intended market.

7.  Establish and maintain productive relationships with customers.

8.  Set up and fulfill subscription produce contracts.

9. Develop pricing structures for various end users.

.

Topics and Scope

I. Overview of direct farm marketing

 A. Direct marketing vs. wholesale marketing

 B. Role of social media.

II. Direct marketing techniques

 A. Farmers markets

 B. Roadside stands and U-pick operations

 C. Farm Trails

 D. Selling to restaurants

 E. Mail order and catalog sales

 F. Community supported agriculture

III. Harvest and Post-Harvest handling

 A. Safety

 B. Handling for intended market

IV. Regulations

V. Marketing Strategies

 A. Principles of direct marketing: 4 P's

     1. product

     2. price

     3. place

     4. promotion

 B. Developing novel marketing strategies.

VI. Assessing current trends and potential niche markets.

VII. Relationships with Customers

Assignments:

Representative assignments:

1. Evaluate crop availability and send a weekly list to staff at the Culinary Cafe.

2. In-lab: Receive produce orders, harvest, and pack for delivery.

3. Visit 2 - 4 direct farm marketers and or outlets to observe direct marketing techniques.

4. Evaluate and write field notes on visits.

5. Prepare a written report on market research evaluation.

6. Present results of market research evaluation.

7. In-lab: Assist with Shone farm harvest and participate in all aspects of preparation for and execution of SRJC campus produce stand.

8. Reading 10-15 pages per week.

Methods of Evaluation/Basis of Grade.

Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.		Writing 10 - 20%
Market research report, field trip write-ups
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 30 - 40%
Market research strategies: field work
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 30 - 40%
Harvest & produce stand.
Exams: All forms of formal testing, other than skill performance exams.		Exams 0 - 0%
None
Other: Includes any assessment tools that do not logically fit into the above categories.		Other Category 20 - 30%
Market research presentation; participation

Representative Textbooks and Materials:

Instructor prepared materials and webs based materials.

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