SRJC Course Outlines

7/17/2019 3:44:47 AMSUSAG 160 Course Outline as of Fall 2019

Changed Course
CATALOG INFORMATION

Discipline and Nbr:  SUSAG 160Title:  DIRECT FARM MARKETING  
Full Title:  Direct Farm Marketing
Last Reviewed:1/28/2019

UnitsCourse Hours per Week Nbr of WeeksCourse Hours Total
Maximum2.00Lecture Scheduled2.0017.5 max.Lecture Scheduled35.00
Minimum2.00Lab Scheduled1.008 min.Lab Scheduled17.50
 Contact DHR0 Contact DHR0
 Contact Total3.00 Contact Total52.50
 
 Non-contact DHR0 Non-contact DHR Total0

 Total Out of Class Hours:  70.00Total 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:
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This class is an overview and hands-on experience of marketing practices used by farms to provide local food direct to consumer.  Includes innovative marketing practices for the small to medium size grower, post harvest handling of produce, food safety, promotion and distribution. Class practicum includes hands-on participation with the SRJC campus produce stand, Shone Farm Community Supported Agriculture (CSA) and fall festival. Class includes mandatory field trips to local direct retail outlets.

Prerequisites/Corequisites:


Recommended Preparation:

Limits on Enrollment:

Schedule of Classes Information
Description: Untitled document
This class is an overview and hands-on experience of marketing practices used by farms to provide local food direct to consumer.  Includes innovative marketing practices for the small to medium size grower, post harvest handling of produce, food safety, promotion and distribution. Class practicum includes hands-on participation with the SRJC campus produce stand, Shone Farm Community Supported Agriculture (CSA) and fall festival. Class includes mandatory 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

Student Learning Outcomes:
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Students will be able to:
1. Compare and contrast several distinct direct marketing practices.
2. Set up and profitably manage a produce stand.
3. Properly handle produce after harvest, based on its intended market.
4. Develop novel marketing strategies.

Objectives: Untitled document
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.   Prepare for an on-farm event, such as a u-pick or harvest festival.
7.   Establish and maintain productive relationships with customers.
8.   Set up and manage community supported agriculture (CSA) subscription.
9.   Compose a simple marketing plan.
10. Develop pricing structures for various end users.

Topics and Scope
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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. 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
 
All topics are covered in the lecture and lab portions of the course.

Assignments:
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Lecture-Related Assignments:
1. Individual visit to 2-4 direct farm marketers and/or outlets to observe direct marketing
    techniques
2. Present results of market research evaluation
3. Prepare 1-2 written evaluation(s) of direct marketing techniques employed by vendors at field
    trip and individual visit locations
4. Prepare a written marketing plan for farm enterprise
5. Complete problem solving questions on direct marketing scenarios
6. Reading 10-15 pages per week
 
Lab-Related Assignments:
1. Evaluate crop availability and prepare an availability list
2. Assist with Shone Farm harvest and participate in all aspects of preparation for and execution
    of SRJC campus produce stand and Shone farm CSA boxes
3. Prepare written reflection on experience with class practicums (2-3)

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
20 - 30%
Field trip write-ups, Practicum reflection write up
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.Problem Solving
20 - 30%
Problem solving questions
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.Skill Demonstrations
30 - 40%
Harvest, produce stand, availability list and CSA practicums
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%
Marketing plan


Representative Textbooks and Materials:
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Instructor prepared materials and web-based materials

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