module+4

Dear Participants,
Welcome to the fourth module. We will follow the same structure as in the previous modules. First you will get to review the content of module 4 through self-guided e-learning after which several exercises will be introduced in order to get familiar with the different learning methodologies.


 * Learning objectives**

By the end of this module participants will be able to: - review and test their knowledge about cooperative marketing - contextualize a specific case study on value chains - become familiar with tips to enhance your presentation skills - make use of alternative brainstorming techniques to enhance thinking about improving cooperative performance - develop and construct a dynamic marketing mix game - get the know-how on how to use an alternative discussion method (fishbowl method)

This module will help participants to better understand the challenges related to marketing services, including collective marketing, and to identify adequate responses. The main topics dealt in Module 4 are : - Marketing Services - Strategic Marketing - Certifications
 * Session 1:** Self-guided e-learning. Duration: 60 min.

During the first module you already became familiar on how to explain the concept of a value chain. One of the objectives of the MyCOOP training package is to contextualize the training material to your own specific working context.Therefore we ask you to develop a case study about a specific value chain that is present in the cooperatives that you are familiar with. The case need to contain all the necessary data and information in order to answer the following questions:
 * Session 2** Value chain case studies

- What are the quality standards of the consumer? - What can the cooperative do to improve the quality of the product and meet the quality standards? - What can the cooperative do to improve the efficiency of the process and reduce costs? - What new tasks can the farmers (either individually or collectively) take up?

In case you want to know more on general guidelines on how to construct a case feel free to consult the following instructional sheet. Assignment (you can upload the case here and give indications on how participants can come up with answers)

As a trainer you will have to give an introductory presentation about the importance of market information. Through the self-guiding e-learning module (see Session 1) and through the module 4 (topic 1) you have been introduced in the most important concepts that you will need to transfer to your participants. Go to the discussion forum and explain how you are going to present to your participants on: - What kind of market information do cooperatives need? - How could you generate the information Try to be creative in your presentation approach. You can use a traditional powerpoint presentation but there are much more alternatives to present a concept to your audience. Describe your approach in the forum and give feedback on the approaches of your colleagues. In case you want some presentation tips you can read the following background material http://itcilo.wordpress.com/2007/10/17/presentations/
 * Session 3** Market information. Analysis of the cooperative

Brainstorming is a technique which is often used in learning and training contexts. We all are familiar with it. We come together in a room and try to build on each others ideas. Unfortunately lot of trainers do not use a structured approach to organise brainstorming sessions. Secondly traditional brainstorming faces a lot of shortcomings. In the fourth module we invite the trainer to set up a brainstorming session on how the cooperative (involved in collective marketing) can improve its performance. The participants need to know that they need to satisfy two main groups; their members; who supply the produce and the ultimate buyers of the produce. When the cooperative is able to improve its performance, buyers might be more willing to pay a higher price, or to buy more. You as a trainer will be responsible to conduct a brainstorming sessions about this topic based on the overall challenge : "How can the cooperative improve its performance".
 * Session 4** Improving performance. About brainstorming

To prepare yourself we ask you to: - read the following text about the shortcomings of traditional brainstorming. Click [|here]. - think of structured way on how to conduct the brainstorming session choosing an alternative training method. To get some inspiration read the following articles about "[|brainwriting]" and "[|Top 100 lists]"

Games are excellent instructional tools to engage participants in a dynamic way. The MyCOOP training package introduces a marketing mix board in order to explore as many marketing ideas and problems as possible and to increase marketing knowledge by using the 5 P's. As a trainer you can prepare yourself by constructing the marketing mix board yourself. You can download the entire version here. (INSERT Marketing Mix board).
 * Session 5** Marketing Mix Board

Make sure you have constructed: - four playing boards (because you will work in four different groups) - 4 x 5 sets of Question Cards - look for playing stones or rubber erasers decorated with pins or pained in different colours for each participant - four dice

Finally prepare a small presentation where you explain the rules of the game. The instructions for this can be found on page 45 of the training manual.

You will be asked to conduct a discussion about the certification schemes. As a trainer it is important to use different discussion techniques in order to achieve the objectives you want to obtain. In this case you want to explore and evaluate different certification schemes and discuss the pros and cons of the different certification schemes. An innovative technique to moderate dynamic discussion is called the Fishbowl technique. In order to get familiar with this technique we ask you to read the following instructional sheet. In case you are interested in additional background information on the methodology we also recommend the following two links:
 * Session 6** Fishbowl discussion on certification schemes.

Facilitate a fishbowl discussion http://itcilo.wordpress.com/2009/02/16/facilitate-a-fishbowl-discussion/

Gamestorming: Fishbowl technique http://www.gogamestorm.com/?p=464