This document outlines a National Occupational Skills Standard (NOSS) for Agriculture and Agro-Based Product Sales and Marketing Operation Level 3 in Malaysia. It defines the job competencies, working conditions, and career prospects for this role. Developing this NOSS will help standardize skills and provide guidelines for the rapidly developing agriculture and agro-based sales and marketing industry. The NOSS was created based on input from industry experts and identifies core competencies like marketing information, sales activities, and customer service that personnel at this level should possess.

1. 1
STANDARD PRACTICE
NATIONAL OCCUPATIONAL SKILLS STANDARD (NOSS) FOR;
AGRICULTURE AND AGRO-BASED PRODUCT SALES AND MARKETING
OPERATION
LEVEL 3
1. INTRODUCTION
This is a NOSS developed for Agriculture and Agro-Based Product Sales and
Marketing Operation Level 3 under the sub sector of Agriculture and Agro-Based
Product Sales and Marketing. There is a high demand for skilled personnel in this
field as the industry is developing rapidly.
Sales and Marketing is the business function that identifies unfulfilled needs and
wants, defines and measures their magnitude, determines which target market the
organization can best serve, decides on the appropriate products, pricing and
promotion and distribution programs to serve these markets to develop a market
orientation. From a societal point of view, sales and marketing is the link between a
society’s material requirements and its economic patterns of response. Sales and
Marketing satisfy these needs and wants through exchange processes and building
long term relationships. The process of communicating the value of a product or
service through positioning to customers. Sales and Marketing can be looked at as
an organizational function and a set of processes for creating, delivering and
communicating value to customers, and managing customer relationships in ways
that benefit the organization and its shareholders. Sales and Marketing is the
science of choosing target markets through market analysis and market
segmentation, as well as understanding consumer buying behavior and providing
superior customer value.
The demand for skilled and experienced sales and marketing personnel is
important as of now and may increase in the near future. Hence, the development
of this NOSS is essential for the industry to have certain guidelines and standards
based on the level of competencies that have been set by the industrial experts in
this field.
This NOSS is developed focusing on the Agriculture and Agro-Based Product
Sales and Marketing Operation. Based on the DACUM workshop findings, it was
decided that the entry level for this Agriculture and Agro-Based Product Sales and
Marketing career is at Level 3. The justification is based on the nature of work that
requires competent in performing a significant range of varied work activities,
performed in a variety of contexts. Some of the activities are non-routine and
required individual responsibility and autonomy.
This NOSS provides first hand information to the workers regarding the Agriculture
and Agro-Based Product Sales and Marketing Personnel working environment.
This NOSS also provides a career path and employment development for those
involved in this industry.
NOSS development is conducted starting with Occupational Area Analysis (OAA),
which is an analysis of the specific area that the NOSS will be developed. The
Occupational Structure (OS) of Occupational Analysis (OA) will be the basis for the
analysis. In case non-existing OS, the OA session should be conducted for that
specific occupational area to produce OS by NOSS panel experts.

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Consequently, the development of this NOSS at Level 3 (Refer Figure 1.1
Proposed Occupational Profile Chart for Agriculture and Agro-Based Product Sales
and Marketing Operation is essential so that the sub sector will have complete
standards and guidelines to be used by the industry.
Pre-requisite
The pre-requisite to pursue this course include basic mathematical skills, able to
read and write in both Bahasa Malaysia and English. Candidates must have
interest in Agriculture and Agro-Based Product Sales and Marketing.
2. OCCUPATIONAL STRUCTURE
Existing Occupational Structure
SECTOR AGRICULTURE
SUB-
SECTOR
AGRICULTURE AND AGRO-BASED PRODUCT
SALES AND MARKETING
AREA AGRICULTURE AND AGRO-
BASED PRODUCT SALES
AGRICULTURE AND AGRO-BASED
PRODUCT MARKETING
L5
SALES MANAGER MARKETING MANAGER
L4
SALES EXECUTIVE MARKETING EXECUTIVE
L3
SALES SUPERVISOR MARKETING SUPERVISOR
L2
SALES REPRESENTATIVE MARKETING REPRESENTATIVE
L1
ASSISTANCE SALES
REPRESENTATIVE NIL
Figure 1.1: Existing Occupational Framework matrix for Sales and Marketing
- Sub sector of Agriculture and Agro-Based Product Sales and Marketing in
Malaysia

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Propose Occupational Area Structure (OAS)
SECTOR AGRICULTURE
SUB
SECTOR
AGRICULTURE AND AGRO-BASED PRODUCT SALES AND MARKETING
AREA AGRICULTURE AND AGRO-
BASED PRODUCT SALES
AGRICULTURE AND AGRO-BASED
PRODUCT MARKETING
L5
AGRICULTURE AND AGRO-BASED PRODUCT SALES AND MARKETING
MANAGEMENT
L4
AGRICULTURE AND AGRO-BASED PRODUCT SALES AND MARKETING
ADMINISTRATION
L3
AGRICULTURE AND AGRO-BASED PRODUCT SALES AND MARKETING
OPERATION
L2 NIL
L1 NIL
Figure 1.2: Proposed Occupational Framework matrix for Agriculture and Agro-Based
Product Sales and Marketing Operation
- Sub sector of Agriculture and Agro-Based Product Sales and Marketing in
Malaysia

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3. DESCRIPTION OF COMPETENCY LEVEL
The NOSS is developed for various occupational areas. Candidates for certification must
be assessed and trained at certain levels to substantiate competencies. Below is a
guideline of each NOSS Level as defined by the Department of Skills Development,
Ministry of Human Resources, Malaysia.
Malaysia Skills Certificate Level 1: Competent in performing a range of varied
(Operation and Production Level) work activities, most of which are routine and
predictable.
Malaysia Skills Certificate Level 2: Competent in performing a significant range
(Operation and Production Level) of varied work activities, performed in a variety of
contexts. Some of the activities are non-routine
and required individual responsibility and
autonomy.
Malaysia Skills Certificate Level 3: Competent in performing a broad range of
(Supervisory Level) varied work activities, performed in a variety of
contexts, most of which are complex and non-
routine. There is considerable responsibility and
autonomy and control or guidance of others is
often required.
Malaysia Skills Diploma Level 4: Competent in performing a broad range of
(Executive Level) complex technical or professional work activities
performed in a wide variety of contexts and with
a substantial degree of personal responsibility
and autonomy. Responsibility for the work of
others and allocation of resources is often
present.
Malaysia Skills Advanced Diploma Competent in applying a significant range of
Level 5: (Managerial Level) fundamental principles and complex techniques
across a wide and often unpredictable variety of
contexts. Very substantial personal autonomy
and often significant responsibility for the work of
others and for the allocation of substantial
resources features strongly, as do personal
accountabilities for analysis, diagnosis, planning,
execution and evaluation.

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4. MALAYSIAN SKILL CERTIFICATION
Candidates after being assessed verified and fulfilled Malaysian Skill Certification
requirements shall be awarded with Sijil Kemahiran Malaysia (SKM) for Level 1, 2
and 3 as for Level 4, 5 and 6 shall be awarded with Diploma Kemahiran Malaysia and
Diploma Lanjutan Kemahiran Malaysia respectively.
Assessment must be in accordance with the following:
This NOSS outlines duties and tasks in the sales and marketing working environment
as required by the industry and has been developed and documented following
extensive collaboration across key Malaysian organisations. To meet the
requirements of this industry, it is imperative that the duties and tasks outlined follow
a high standard as well as maintenance of consistency throughout the assessment
process. This can only be done by stipulating a precise framework in which the
assessment of duties and tasks must be conducted. The training & assessment of a
sales and marketing practitioner must be deployed in accordance with JPK policy and
in adherence to National Agriculture Training Council standard as follows:
a) The final assessment of competence must include the combination of
documented continuous assessment conducted by the facilitator during training
and the results of post-training examination;
b) The post-training examination must be practical in nature and involve
demonstration & application of the CU utilizing real equipment and real-world
examples;
c) The CU as outlined in this NOSS must be assessed throughout the training
program and during a post-training examination;
d) The learning environment and facilities need to be in accordance with the
requirements of the industries;
e) The development and assessment of the CU must demonstrate that they
develop transferable skills;
f) The development and assessment of the CU must include documentation by
candidates both during training and examination; and
g) All training and assessment materials must be mapped and verified to be in
accordance with the NOSS Agriculture and Agro-Based Product Sales and
Marketing Operation by a panel of industry subject matter experts appointed by
JPK.
5. JOB COMPETENCIES
Agriculture and Agro-Based Product Sales and Marketing Operation (Level 3)
personnel are competent in performing the following core competencies:
Marketing Information
Sales Activities
Supply Chain
Merchandising Activities
Advertising And Promotion
Customer Services
Administrative Function
Transportation Arrangement
Optionally, Agriculture and Agro-Based Product Sales and Marketing Operation
(Level 3) personnel are competent in performing the following elective
competencies:-
Product certification & licensing

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6. WORKING CONDITIONS
Generally, Agriculture and Agro-Based Product Sales and Marketing Operation
Personnel work is according to project schedule and responsible to meet project
deadlines. He/she is also responsible to adhere to workplace standard operating
procedure and project development specification. They must also be always aware of
new technologies in order to keep abreast in the rapidly changing of Agriculture and
Agro-Based Product Sales and Marketing sector. They may work individually or in a
modular group in a minimum supervision by superior.
Personnel in this field of work also required to adhere to safety and security
procedures because the working environment for Agriculture and Agro-Based
Product Sales and Marketing Operation Personnel may lead to exposure to various
accidents.
7. EMPLOYMENT PROSPECTS
The Agriculture and Agro-Based Product Sales and Marketing Operation Personnel
has a high employment prospect whether locally or internationally because of lack of
expertise in this industry. This in turn increases the demand for skilled personnel in
this field to be employed locally or internationally.
Other related occupation with respect to employment opportunities are:
Marketers
Salesman
Promoter
Businessman
Trainer
Other related industries with respect to employment opportunities are:
Food industry
Education
Manufacturing
Hospitality
Services Industry
Retail Industry
8. TRAINING, INDUSTRIAL/PROFESSIONAL RECOGNITION, OTHER
QUALIFICATION AND ADVANCEMENT
As per career advancement, most competent Agriculture and Agro-Based Product
Sales and Marketing Operation personnel learn their competency on the job. They
usually begin as qualified salesman and marketers and gradually learn their new
skills as they gain experience for career advancement.

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9. SOURCES OF ADDITIONAL INFORMATION
9.1 Local
National Agriculture Training Council,
Level 3, Block 4G1, Wisma Tani,
No. 28, Persiaran Perdana,
Presint 4, Pusat Pentadbiran Kerajaan Persekutuan,
62624, Putrajaya, Malaysia.
Tel: 03 88701000 Fax: 03 88886908
Emel: natc@moa.gov.my
Laman Web : http://www.natc.gov.my
Institute of Marketing Malaysia
1G-1st
Floor, Bangunan SKPPK,
Jalan SS9A/17, Petaling Jaya,
47300, Selangor Darul Ehsan.
Malaysia.
Tel: +603 7874 3089 / 6726 Faks: +603-78763726
Email: imm.malaysia@gmail.com
Lembaga Pemasaran Pertanian Persekutuan (FAMA)
Kementerian Pertanian dan Industri Asas Tani Malaysia,
Bangunan Fama Point, Lot 17304,
Jalan Persiaran Satu, Bandar Baru Selayang
68100 Batu Caves, Selangor.
Tel: 03-6138922 Faks: 03-61383650/61385200
Website: http//www.fama.gov.my
Email: fama@fama.net.my
9.2 International
AllMedia. Inc.
5601 Democracy Dr. Suite 255
Plano, Texas 75024
Telephone: 469-467-9100
Toll-Free: 800-466-4061
FAX: 214-291-5431
DKSH Holdings (Malaysia) Bhd.
Jalan University
Singapore
Tel: +603 7966 0288
Fax: +603 7957 0829
10. ACKNOWLEDGEMENT
The Director General of DSD,would like to extend his gratitude to the organisations
and individuals who have been involved in developing this standard especially to;
Datin Noor Ashikin Binti Abdul Aziz from Zat Kernia Enterprise for validated this
document.

8. 8
11.COMMITTEE MEMBERS FOR DEVELOPMENT OF STANDARD PRACTICE
(SP), COMPETENCY PROFILE CHART (CPC), COMPETENCY PROFILE
(CP) AND CURRICULUM OF COMPETENCY UNIT (CoCU)
AGRICULTURE AND AGRO-BASED PRODUCT SALES
AND MARKETING OPERATION
- Level 3
PANEL EXPERTS
1. Mr. Norman Rajen Bin Abdullah
Senior Manager
Mydin Mohamad Holding Bhd
Subang Jaya, Selangor
2. Mr. Muzzammil Bin Kasim
Manager House Brand
Felda Trading Sdn Bhd
Jalan Maktab, Kuala Lumpur
3.
Dato’ Syed Abdul Rahman Bin Syed
Abdul Rashid
Director
Syed Agriculture Product & Service Taman
Agro Al Manshoor
Cameron Highland, Pahang
4. Hj. Khairani Bin Mohd
Director
KHM Strawberi & Jam
Cameron Highland, Pahang
5.
Hj. Muhammad Hairin Bin Ahmad
Supian
Senior Trainer
GCH Retail (M) Sdn Bhd
Puchong, Selangor
6. Mr. Azmi Bin Omar
Director
RA Training & Management
Shah Alam, Selangor
7. Hj. Abdul Rahman Bin Bakar
Director
DC Farm
Muar, Johor
8. Mr. Fairuz Adzar Bin Ahmad
General Manager
ADZ Diversified Aquaculture (M) Sdn Bhd
Lenggeng, Negeri Sembilan
9. Mr. Mazlisham Bin Muhammad
Marketing Executive
Majuikan Sdn Bhd
Sungai Besi, Kuala Lumpur
10. Mr. Hamran Bin Md Nasir
General Manager
Coffee Omega (M) Sdn Bhd
Batu Caves, Selangor
11. Mr. Muzairee Bin Daud @ Roni
Managing Director
Ryverra Chocolate & Confectionery Sdn Bhd
Hulu Langat, Kuala Lumpur
12. Mr. Mohd Irwan Bin Sanusi
Senior Director
Perniagaan Felda Trading Sdn Bhd (FTSD)
Kuala Lumpur
13. Mrs. Noraini Binti Ahmad
Managing Director
Noraini Cookies Worldwide Sdn Bhd
Subang, Selangor

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14. Mr. Muhamad Lattepi Bin Hashim
President/CEO
Coffee Omega (M) Sdn Bhd
Batu Caves, Selangor
13. Hj. Shafee Bin Ardi
Operation Manager
Persatuan Nelayan Kebangsaan
Jalan Ipoh, Kuala Lumpur
14. Dr. Mohd Yazid Bin Ithnin
Senior Director
Pembangunan Modal Insan,
Ibu Pejabat FAMA
Bandar Baru Selayang, Selangor
15.
Mr. Mohamad Mustahapa Bin
Awang
Director
School of Marketing and Training Division
FAMA Headquarters, Selangor
16. Mr. Mansor Bin Omar
Director of FAMA Selangor
Shah Alam, Selangor
17. Mr. Selladurai Perakasam
Manager
School of Marketing, FAMA
Sungai Petani, Kedah
18. Mr. Sabri Bin Naseh
Deputy Director
Pejabat FAMA Negeri Perak
Gopeng, Perak
19. Mr. Yong Shee Haw
Assistance Manager
Pusat Operasi FAMA
Selayang, Selangor
FACILITATORS
1. Mr. Basharudin Bin Mohammed PFH Management Services Sdn Bhd
2. Mr. Abdul Hadi Bin Che Wail Aresjay Venture Sdn Bhd
3. Mrs. Noor Hashimah Binti Khalid PFH Management Services Sdn Bhd
4. Mr. Mohamad Hafiz Bin Hashim Aresjay Venture Sdn Bhd
5. Mrs. Suhaila Binti Sulaiman National Agriculture Training Council (NATC)
SECRETARIAT
6. Cik Nur Adawiyah Binti Abdul Hadi National Agriculture Training Council (NATC)

10. 10
COMPETENCY PROFILE CHART (CPC)
COMPETENCY COMPETENCY UNIT
CORE
MARKETING
INFORMATION
SALES
ACTIVITIES
SUPPLY CHAIN
MERCHANDISING
ACTIVITIES
ADVERTISING AND
PROMOTION
CUSTOMER SERVICES
ADMINISTRATIVE
FUNCTION
TRANSPORTATION
ARRANGEMENT
ELECTIVE
PRODUCT
CERTIFICATION &
LICENSING
SECTOR AGRICULTURE
SUB SECTOR AGRICULTURE AND AGRO-BASED PRODUCT SALES AND MARKETING
JOB AREA AGRICULTURE AND AGRO-BASED PRODUCT SALES AND MARKETING OPERATION
JOB LEVEL THREE (3) JOB AREA CODE