THE CURRICULUM DEVELOPMENT TO ENHANCE DIGITAL MARKETING CAPABILITIES FOR ONLINE BUSINESS AMONG A GROUP OF SELF-EMPLOYED PEANUT FARMERS IN NIKHOM SANG TON ENG, MUEANG DISTRICT, LOP BURI PROVINCE

Abstract

This research article aims to 1) study necessary foundational data, 2) create and assess the quality, 3) experiment with usage, and 4) evaluate the curriculum. The research follows four steps: Step 1 involves studying foundational data through document analysis, relevant research, interviews, and necessary inquiries. Step 2 focuses on creating and verifying the quality of the curriculum, outlining it, quality checks, pilot studies, and improvements before implementation. Step 3 involves applying the curriculum to a group of 30 self-sustaining peanut farmers in Nikhom Sang Ton Nam, Mueang District, Lopburi Province. Step 4 evaluates the curriculum by utilizing Kirkpatrick's evaluation model. The research findings indicate: 1) Essential foundational knowledge for curriculum development includes six necessary topics: 1.1) Online product selling, 1.2) Creating user accounts on Facebook, 1.3) Establishing online stores on pages, 1.4) Store management,             1.5) Selling on pages, and 1.6) Image editing before posting. 2) The curriculum creation results in eight components: 2.1) Principles and reasoning, 2.2) Curriculum objectives, 2.3) Key competencies,            2.4) Curriculum structure and content, 2.5) Curriculum development processes, 2.6) Duration,            2.7) Learning media, and 2.8) Measurement and evaluation. 3) Post-curriculum implementation, the peanut farmers exhibit significantly higher abilities in using digital platforms for aggressive online marketing compared to their pre-curriculum abilities, with statistical significance at the .05 level. And 4) Curriculum evaluation shows a significantly high level of reaction and the highest level of results. Post-curriculum learning and behavioral changes significantly surpass pre-curriculum levels, statistically significant at the .05 level.