Module Details

Module Code: AGRI S7015
Full Title: Agricultural Entrepreneurship and Diversification
Valid From: Semester 2 - 2020/21 ( February 2021 )
Language of Instruction:English
Duration: 1 Semester
Credits: 5
Module Owner:: Eamon Mullen
Departments: Agriculture, Food and Animal Health
Module Description: This module introduces students to the concept of entrepreneurship with emphasis on diversification into new products and services that move away from traditional farming practices. It is designed to enable students to think creatively and be innovative at all stages of the entrepreneurial process.
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Examine the principles of entrepreneurship and diversification in an agricultural setting.
MLO2 Apply creative thinking techniques to generate, evaluate and screen ideas for a potential new business on a farm.
MLO3 Identify and discuss the elements of feasibility studies and business plans for new enterprises.
MLO4 Create and present a basic market feasibility study for a new enterprise.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Module Indicative Content
Entrepreneurship and Farm Diversification
What is entrepreneurship?; Farm diversification; Alternative enterprise development and farming; Characteristics and behaviour of the entrepreneur; Role and benefits of planning in new enterprise development. Feasibility studies and business plans.
Finding and evaluating the idea
Creativity and idea generation: Sources of business ideas; Screening ideas for business opportunities.
Planning for start-up
Forms of business start-ups; Legal and regulatory issues at start up; Locating the business; Developing a production plan; Accessing staffing requirements; Attracting, recruiting and training staff; Financial planning; Sources of finance.
Marketing research and planning
Drawing up a marketing research plan. Primary and secondary sources of information. Target market analysis. Customer profiling. Competitor analysis. Forecasting sales and revenues; Marketing objectives and strategies.
Presenting a feasibility study or business plan
Accessing what a financial institution or support agency wants from a business plan; Pitching a plan to an investor/financial institution/support agency.
Module Assessment
Assessment Breakdown%
Course Work25.00%
Module Special Regulation


Part Time

Course Work
Assessment Type Presentation % of Total Mark 25
Marks Out Of 0 Pass Mark 0
Timing Week 11 Learning Outcome 4
Duration in minutes 0
Assessment Description
Students will present the findings of their marketing feasibility study to a panel.
Assessment Type Project % of Total Mark 75
Marks Out Of 0 Pass Mark 0
Timing Week 12 Learning Outcome 1,2,3
Duration in minutes 0
Assessment Description
Each student will research and draw up a marketing feasibility study for a new business of their choice
No Practical
No Final Examination
Reassessment Requirement
No repeat examination
Reassessment of this module will be offered solely on the basis of coursework and a repeat examination will not be offered.
Reassessment Description
Students can repeat both the project or presentation elements of the assessment.

DKIT reserves the right to alter the nature and timings of assessment


Module Workload

This module has no Full Time workload.
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Module content and in class tasks Every Week 2.00 2
Directed Reading Non Contact Relating to module Every Week 2.00 2
Independent Study Non Contact Relating to module and project Every Week 2.00 2
Online Contact Contact Online support Every Week 1.00 1
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Module Resources
Recommended Book Resources
  • Tracy, B.. (2019), Entrepreneurship : How to Start and Grow Your Own Business, G&D Media, New York, [ISBN: 97817225101769781722521356].
Supplementary Book Resources
  • Gutterman, Alan. (2018), Sustainable Entrepreneurship, Business Expert Press, [ISBN: 97819489765729781948976589].
  • Nekesah, Wafullah. (2019), Agricultural Entrepreneurship, Delve Publishing, [ISBN: 9781773617879].
Recommended Article/Paper Resources
  • McCarthy, P. and Young P. (2007), Twelve Steps to Success – Your Guide to Starting a Business in Rural Ireland, Irish Farmers Journal.
Other Resources