UCD-PMIA Partnership

The Proudly Made in Africa Fellowship in Business and Development is our flagship education programme delivered to third level business schools across Ireland.  Resident at UCD, the Fellowship creates realtime case studies on African and Irish businesses and their role in the sustainable development of Africa.  Since its inception in 2013, it has successfully built ties to 15 universities and colleges, reached almost 20,000 students and been influential in shaping the business minds of the future to the opportunities Africa presents today.

Contact: Proudly Made in Africa and UCD College of Business are recruiting a new Fellow, more details to follow shortly                      

For any other inquiries regarding education material, contact us directly.

Subjects taught include: The African Business Environment(s); Supply Chain Management – Approaches in, and for Africa; Innovation and (Social) Entrepreneurship in Africa, among others.

Foundational theoretical concepts taught include: Base of Pyramid Markets, Value Addition, ICT4D, Creating Shared Value, Inclusive Business, and Sustainable Development Goals.

Proudly Made in Africa and UCD College of Business are recruiting a new Fellow.


Second Level

TY Resource Pack

Proudly Made in Africa, our Transition Year Educational Unit, has been developed in collaboration with teachers and in accordance with the NCCA Guidelines for writing transition units. This novel unit is listed by the NCCA as an exemplar TU for use in schools, and is applicable in study areas ranging from business, CSPE, religion and geography.

This TU teaches students about Ireland’s relationship with particular African countries – Ethiopia, Lesotho, Tanzania, Mozambique, Uganda and Zambia. Learners find out more about these countries, and about how they are linked to Ireland by trade. They consider perspectives of residents of these countries and examine how individuals have/can overcome barriers to forming successful businesses.

In examining the role of business in development, business-oriented students explore the options available in seeking ways to combat poverty through trade.

See below PDF and Word versions of the TU Resource Pack, Descriptor, and Learner Portfolio:

Resource Pack:

Proudly Made in Africa: A Business Studies & Development Education Transition Unit Resource Pack (PDF)
Proudly Made in Africa: A Business Studies & Development Education Transition Unit Resource Pack (Word)


Proudly Made in Africa: A Business Studies & Development Education Transition Unit Descriptor (PDF)
Proudly Made in Africa: A Business Studies & Development Education Transition Unit Descriptor (Word)

Learner Portfolio:

Proudly Made in Africa: A Business Studies & Development Education Transition Unit Learner Portfolio (PDF)
Proudly Made in Africa: A Business Studies & Development Education Transition Unit Learner Portfolio (Word)


INDEX - Autumn 2013 (PDF)


To Purchase a Booklet: 

Hard copies of the newly-designed Resource Pack can be purchased from VAA at the below cost:

1-20 copies: €15 per booklet
20-30 copies: €12 per booklet 
30+ copies: €10 per booklet

(All prices inclusive of VAT.)

Please email to place your order.


Market Research

PMIA is interested in engaging in varied research studies – subject to funding – with students, NGOs, academic and business partners. We do not have a research fund, but we are open to collaboration, and availing of appropriate opportunities when they arise. The one certainty is our focus is always on African producers and African produced goods. 

PMIA’s strategic interest is the growth of value added business in Africa to generate incomes and reduce the cycle of poverty and dependency.

Key areas: Business in and with Africa (Management, Strategy, Marketing, Supply Chain, Entrepreneurship and Innovation), as well as Brand Africa and Sustainable Development.

Related studies: Economics, Finance and International Relations. 

See Outline Research Topics and publications for more details.  The topics listed are indicative – we welcome discussions with anyone interested in engaging in mutually beneficial research in cooperation with us.


PMIA research:


Africa Making It: A Business Perspective(2015)


This research explores how rapid growth in many African countries will impact supply chains of UK retailers and brands. UK leading businesses see the case for sourcing products from Africa is based both on the commercials and on the opportunities for increased sustainability. 

The research included interviews with top retailers and brands, and a seminar hosted at the House of Lords by Baroness Lola Young of Hornsey. Among the leading companies participating in the process were Marks and Spencer, Arcadia Group, The Co-operative Group, Puma, Finlays, TK Maxx, The Body Shop, Mondelez and Taylors of Harrogate.


Evidence and Opportunity Report I (2011)

PMIA's report 'Evidence and Opportunity: Ireland's Trade with its Six Partner Countries' (2011) was groundbreaking in its examination of Ireland's trade relationship with its six longstanding African programme countries in the sixteen year period 1995-2010: Ethiopia, Lesotho, Mozambique, Tanzania, Uganda and Zambia.  The report found a decline in imports as well as a significant imbalance in the trading relationship, with Ireland's exports outstripping imports by an aggregate ration of 15:1 over the sixteen years.


Evidence and Opportunity Report II (2012)

In 2012, PMIA published the second Evidence & Opportunity report: “Ireland’s Trade with Sierra Leone & Liberia", which continues the critical examination of Ireland’s trade relationship with the African countries with which it has an official development engagement. 


Knowledge and Attitudes to Business' Role in Development in Africa (2013)

The 'Knowledge and Attitudes to Business' Role in Development in Africa: A baseline survey of 3rd level business students in Ireland' report set out to measure business students’ knowledge, understanding and attitudes to doing business with Africa and business’ role in creating social change. It established a baseline against which student’s attitudes can be measured to identify changes resulting from education programmes.


Evidence and Opportunity 2.0 (2016)

This report is an update on the original 2011 report on Ireland's trade with its 6 long standing key partner countries in Africa: Ethiopia, Lesotho, Mozambique, Tanzania, Uganda and Zamiba.  The report, covering 2011-'14 finds that since the original report the trade flows have become even more unbalanced in Ireland's favour. 


Primary Level

Just Connections, Just Trade: A collaborative project between Marino Institute of Education and Proudly Made in Africa (PMIA), with funding support from Irish Aid - this new teaching pack enables children to think critically about major global issues like consumerism, globalisation and international trade and development.

Written to support 5th and 6th class primary school teachers in teaching about the wider world and in developing global citizenship in relation to curricular areas such as SESE and SPHE, this resource examines topics such as interdependence and globalisation, trade relationships, and consumer choices, in child-friendly language, and through a range of active and participative methodologies designed to enable children to understand and engage with complex issues. It examines global trade issues while promoting a view of African countries as equal trade and economic partners.

The pack was written by: Tom Larkin, Liz Morris, PMIA founder Conall O'Caoimh, former PMIA Fellow Penelope Muzenenhamo, Barbara Wilson, and Barbara O'Toole

You can download it here.


Third Level Resources

We are continually developing and supplying resources to support lecturers, researchers and students' engagement with doing Business in Africa and Sustainable Development. The resources we identify and provide to our network and interested parties seek to boost their awareness of Africa as an evolving global market actor. With particular focus on students and lecturers, the resources are conceived of as a means by which various value-adding business models become units of analysis, and basis for business initiatives by the students in their role as future practitioners, entreprenuers, policy and decision makers and supply chain managers inter alia.

So how does it work?

To enhance students' general understanding of the nexus between Business in Africa and Sustainable Development, we draw upon theoretical concepts that include: Base of Pyramid Markets, Value Addition,ICT4D, Creating Shared Value, Inclusive Business, and Sustainable Development Goals.

To develop students' better understanding of African business environments, and explore how businesses can contribute to the continent's sustainable socio-economic transformation, we teach the following subjects among others: The African Business Environment(s); Supply Chain Management – Approaches in, and for Africa; Innovation and (Social) Entrepreneurship in Africa; and Project Management in Africa.

Case Studies and examples of best practices bring to life the many ways that local and international businesses progressively shape peoples’ lives across Africa on a daily basis. Also see publications and other sources informing our teaching content.

We also listen to the voices of African students in Ireland and scholars on the continent, in an endeavour to learn more from them and strengthen the Fellowship and its implementation. For more on this, download our latest report here.


Case Studies - External Sources

Quite a number of enterprises in Africa are founded with initial funding from international donors. The majority of such donor-dependant ventures are designed to (or aim to) facilitate social progress. While the Enterprises may aspire to scale, their growth strategies are not always clearly defined, and easy to implement. On the challenges of transforming a heavily donor dependant business model to an independent and viable business venture see Branzei et al. (2008): Yogurt Mamas: Probiotics in Tanzania, available on Ivey Publishing

A lot is said about music: For example, It lifts our spirits, brings joy to our hearts and souls, and brings people together, among other powerful socio-psychological functions. However, not many consumers seem willing to, or can afford paying for music particularly in many African countries. But this has not deterred African artists from producing quality music. Now some of the artists are tapping into Viral Marketing to promote their music, and earn a decent living. The challenge for most artists though, remains that of sustained growth and optimal utilisation of social media. For more on these challenges, music consumption and Viral Marketing in Africa, consider Maunder and Saini (2009): Verity: In tune with Viral Marketing, available at Wits Business School’s case centre.

On incubation programmes started by African entrepreneurs to promote home grown businesses, and the challenges of taking responsibility for all areas of their protégées’ development, see Gaylard and Urban (2012): Raizcorp: Planting the Seeds for Entrepreneurial Growth and Prosperity, available at the Case Centre.

Places are complex entities. For an in-class strategic discussion on rebranding Africa as a marketplace, inter alia, consider Srikant (2013): Africa rising: A myth or reality, available at the Case Centre.

From Qatar to Canada, many consumers across the World may be enjoying Nandos without knowing its origins. But why do some African brands appear to remain so silent about their ‘Proudly Made in Africa’ core? To stimulate debate on the place of origin effects and internationalisation, review Dunkwu (2013): Nando’s Brand: South Africa to global, available at the Case Centre.

Like many other financial institutions across the globe, African banks seek growth and competitiveness. For deliberations on an intra-Africa growth strategy based on competitive human resources, see El-Agamy and Leif (2012): Ecobank: A Passion To Build A World-Class Pan-African Bank, available at the Case Centre.

For a better understanding of how Multinational Corporations are deploying Bottom of the Pyramid Strategies to fuel Africa’s growth through internet and digitalisation, review Ratna (2015):‘White Spaces’ Connecting Africa with the World, available at Case Centre.

On the competitive mobile banking terrain across Africa, consider Sarit Markovich and Nilima Achwal (2015): M-Changa:
 Leveraging Kenya’s Mobile Money Market for Community Fundraising. Also note another piece by Suchitra Mohanty (2015): M-Pesa Will the Expansion Strategy Pay Off? available at the Case Centre.

Also you may find Muzanenhamo (2016) useful on commercialising 'folklore' and Digital Marketing; assessing the symbolic value of natural resources to locals and paying a fair price within the context of FDI and international stakeholder management; and managing supply chain resources and infrastructure. All the cases are available at the Case Centre.


Examples of Good and Best Practices

The Journey from Subsistence to Commercial Viability: The Case of Meru Hebs, Kenya

M-Pesa: The Safaricom Story

Meru Herbs: From Subsistence to self-sufficiency

Greater than the sum of the parts: The story of Value Added in Africa

Madecasse: Competing with “4x Fairtrade” business model



O’Connor, Christina and McGee, Siobhán (2015), "Proudly Made in Africa - The Value Added in Africa (VAA) Branding Story" in D. Jobber & E. Chadwick, Chapter 2, Principles and Practice of Marketing, 8ed., McGraw Hill (forthcoming).

O’Connor, Christina and McGee, Siobhán (2015), "M-Pesa the Mobile Money Service: Vodafone’s Market in Africa"  in D. Jobber & E. Chadwick, Chapter 2, Principles and Practice of Marketing, 8ed., McGraw Hill (forthcoming).

McGee, Siobhán (2014), Integrating Development Education into Business Studies: The Outcomes of a Consultative Study, Policy & Practice Review, 19 (1). 

McGee, Siobhán and Maeve Houlihan (2014), "Doing Business with Africa: Exploring a Business School T&L Intervention", Paper presented at 17th Irish Academy of Management Conference, University of Limerick, 5 September 2014.


Other Sources

The Africa Business Agenda 2017 by PwC

EY's Attractiveness Survey (2015) Africa: Executing Growth, Ernst and Young (2015).

Rethinking the Global Supply Chain, Science Magazine (June, 2014).

Beyond the Pioneer: getting inclusive industries to scale (Executive Summary and Report), Monitor Inclusive Markets (April, 2014).

Lions on the Move: The progress and potential of African economies, McKinsey Global Initiative (June, 2010).

Inclusive Business Guide: How to Develop Business and Fight Poverty by Gradl, C. and Knobloch, C. (2010).

The Fortune at the Bottom of the Pyramid, Eradicating Poverty through Profits, by Prahalad, C.K. and Hall, S.L. (2002).