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• Trends affecting rural agricultural development:

  • Globalization
  • Marginalization of rural communities
  • Diverse socio-economic conditions
• Pluralism

  • Rural communities have diverse needs
  • Collaboration of rural advisory service providers
  • Different methods and approaches to address specific problems
  • Divided into public/government and non-government actors
• AIS framework

  • built on the agricultural knowledge and information system (AKIS)
  • Aimed at connecting actors within the agricultural sector to promote interaction
  • Focused on innovation
• Ethics

  • Are moral codes or principles that guide behaviour
  • Study of ethics is subdivided into several branches ranging from highly theoretical branches to less abstract branches such as applied ethics
• Applied Ethics

  • Application of ethical theories to help choose the most appropriate action given a specific ethical problem in a specific field
  • Eg: environmental ethics, clinical ethics, business ethics, professional ethics
• Professional Ethics

  • the ethical values and principles used to make decisions within a professional organization
  • Governs relationships with and responsibilities to colleagues and anyone who uses one's professional services or who these services might affect
• Ethics in workplace

  • Acting in a way that shows your belief in the basic value of ethical behavior
  • Conducting your daily activities objectively, uninfluenced by your emotions or personal prejudices
• Why is Ethics important?

  1. Increases credibility of organization
  2. Improves decisions making thoughtful organization
  3. Improves financial performance
  4. Creating of input throughout organization
• Code of Ethics

  • Guidelines for behavior during difficult situations
  • General and non-specific
  • Members make independent judgements about most appropriate behavior in a given situation
  • Aspirational standards of behavior
  • Not necessarily easily measured
• Importance of a code of ethics:

  • Promotes reputation and enhances trust
  • Encourages and provides guidance for ethical decision-making
  • Makes social integration easier
  • Legitimists ethics
• Code of conduct

  • can be used as a legal agreement
  • Outlines specific behaviors required or prohibited by the organization
  • Clearly defined and specific
  • No independent judgement of members
  • Mandatory set of standards
  • Failure to comply can result in disciplinary action
• Importance of a code of conduct:

  • ensures that stakeholders are aware exactly what is expected of them
  • Protects all the stakeholders involved in the organization and enhances trust
  • Ensures standard behavior throughout the organization
• What is profession?


  A profession performs an essential service to the public, requires extensive knowledge, is governed by a code of ethics and emphases close relationships amongst colleagues
• Qualities of a professional:

  • Pay attention to detail and take pride in doing a job well
  • Be dissatisfied with sub stranded results, and will try to put things right as soon as possible
  • Always try to be polite and remain calm when interacting with customers, superiors or co-workers
• What is professionalism?


  A specific style of behavior and combination of qualities
• Competency

  • the ability to integrate and apply your knowledge, skills and values to perform the activities required by an occupation to a defined standard
• Core competency

  • fundamental competencies essential for the success of extension services
• WHat is CPD?

  • Continuous Professional Development
  • Internationally recognized method professionals use to maintain and enhance their knowledge and skills
• Active learning activities involve structured, participation-based study

  • attending a training course, conference, workshop, seminar, lecture, e-learning course, etc.
• Passive learning activities are less structures

  • Reading relevant news articles, case studies and industry updates and listening to podcasts