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ERIC Number: EJ1122939
Record Type: Journal
Publication Date: 2016
Pages: 19
Abstractor: As Provided
ISSN: ISSN-1042-0541
Identification of the Competencies Needed to Apply Social Marketing to Extension Programming: Results of a Delphi Study
Warner, Laura A.; Stubbs, Eric; Murphrey, Theresa Pesl; Huynh, Phuong
Journal of Agricultural Education, v57 n2 p14-32 2016
The purpose of this study was to identify the specific competencies needed to apply social marketing, a promising approach to behavior change, to Extension programming. A modified Delphi study was used to achieve group consensus among a panel of experts on the skills, characteristics, and knowledge needed to successfully apply this behavior change approach within the context of Extension. Findings are comprised of thirty-seven competencies within eight categories: (a) Personal attributes; (b) Knowledge and understanding; (c) Research and analysis; (d) Communication; (e) Leadership; (f) Professionalism and ethics; (g) Program-planning, implementation, and evaluation; and (h) System thinking. Additional findings include identification of barriers and motivators related to the adoption of social marketing. The resulting competencies may be used for self-assessment, the identification of potential partnerships, and needs assessments to reveal educational opportunities and assist in the prioritization of future professional development.
American Association for Agricultural Education. P.O. Box 7607, Department of Agricultural and Extension Education, Raleigh, NC 27695. Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: National Institute of Food and Agriculture (USDA)
Authoring Institution: N/A
Grant or Contract Numbers: FLAAEC005346