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UCD-PMIA Fellowship

The Proudly Made in Africa Fellowship in Business and Development envisages a future where all third Level Business Schools in Ireland will incorporate a global view on the role of business in stimulating and sustaining development, focusing on Africa as both an underdeveloped continent marginalised business-wise. To achieve this, we work with business educators to support them with the integration of Africa in their teaching and research, with the aim to: better inform business students’ perceptions of Africa as a place to do business in and with, and promote the role of business in poverty reduction on a sustainable basis.


Collaboration with lecturers is through co-designing and delivering guest lectures,  running iAfricaLabs for students, co-designing student projects and drafting exam questions, co-authoring papers and case studies and conducting staff seminars. iAfricaLabs are contexts where students simulate businesses for specific African markets, or solve real issues faced by businesses operating across the continent. Teaching is at both undergraduate and post graduate levels and the initiative aims to work with all third level business schools in Ireland. 


Subjects taught include: The African Business Environment(s); Supply Chain Management – Approaches in, and for Africa; Innovation and (Social) Entrepreneurship in Africa; Cross Cultural Management in Africa; African Consumers; Project Management; Leadership – An African Perspective; Brand Africa and Sustainable Development.

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




Penelope Muzanenhamo (PhD) was appointed Proudly Made in Africa Fellow in Business and Development in August 2015. The role is a joint initiative of Value Added in Africa and University College Dublin School of Business, funded by Irish Aid / Department of Foreign Affairs & Trade, Concern and Trócaire. Penelope holds a PhD from Warwick Business School (WBS), University of Warwick. Her doctoral thesis investigated the contribution of Brand Africa to Sustainable Development from a diasporan perspective. She is also a holder of two Masters degrees (in Strategic Management and in Business Administration) from the University of Innsbruck, Austria. During her doctoral studies, Penelope taught a number of under- and postgraduate subjects at WBS in the areas of Marketing, Organisational Behaviour/Analysis, Strategic Brand Management, Global Project Management and Global Environment of Business. Currently, she is a faculty member of the Prague Summer Schools where she co-teaches a module on New Forms of Development Cooperation and Poverty Alleviation since 2013. Prior to her PhD studies, she worked in Germany as a Market Research Analyst for a boutique brand strategy consultant firm, and in Austria as a Marketing Strategy Consultant for Small & Medium Enterprises. She also worked on Austrian funded projects in Zimbabwe and South Africa before and during her University studies in Austria. Penelope has also published academic work and opinion pieces, as well as presented at global conferences including the Academy of Marketing, where she won the Best Track Paper Award in 2011. She is keen to hear from, and network with anyone interested in her work as the Proudly Made in Africa Fellow at UCD School of Business:

Dr. Penelope Muzanenhamo

Email: penelope.muzanenhamo [at]                            

Room Q108, Quinn School of Business, University College Dublin, Belfield, Dublin 4, Ireland