Development of Competency-Based Curriculum to Enhance the Competitiveness of Dairy Producers in Online Product Distribution
Development of Competency-Based Curriculum to Enhance the Competitiveness of Dairy Producers in Online Product Distribution

Summary/Abstract: Prachuap Khiri Khan Province is considered the province with the highest dairy production in the western region, with 979 dairy farmers. From the researcher’s field survey, it was found that farmers and producers of dairy and related products in Prachuap Khiri Khan Province are facing serious problems due to the economic situation and uncertain changes, marketing problems, a shortage of personnel and budget for public relations, and limited distribution channels. Therefore, this research developed a competency development curriculum to increase the competitiveness of dairy producers in selling dairy and related products online in the form of knowledge transfer and skill development for Small and Medium Enterprises (SMEs). The evaluation results of three competency-based courses by five experts found that the competencies were appropriate and could be used for training. The training results indicated that participants successfully developed competencies in social media marketing communication strategies, online content creation, and social media advertising. These findings suggest that the competency-based curriculum is effective in strengthening the practical capabilities of dairy producers and can contribute to enhancing their competitiveness in online product distribution.

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