The Effectiveness of e-Learning Micro-Credentials in Enhancing Agriculture Business Pitching Skills Among Agro-Entrepreneurial Students

Abstract

Effective business pitching is a vital skill for agro entrepreneurs, yet many students lack the confidence, structure, and persuasive delivery needed to secure support for their ventures. This study investigates the effectiveness of e-learning micro-credential in strengthening agricultural business pitching skills among Diploma in Agropreneurship students at UiTM Sabah. Using a pre-experimental one-group pre-test–post-test design, 33 students were first exposed to a Massive Open Online Course (MOOC). AGB283 Agriculture Business Pitching and later enrolled in a targeted micro-credential module, UMC579: Crafting Agri-Startup Business Plan. Data were collected through structured questionnaires and analysed using paired t-tests. Results revealed significant improvements in pitching performance, engagement, and perceived learning relevance, with post-micro-credential outcomes far surpassing those of the MOOC stage (t(32) = 13.36, p < .001). Students reported improvements in pitch structuring, confidence, and clarity, which were further enhanced using interactive digital tools, including AI-driven pitching coaches and gamified assessments. The findings highlight micro-credentials as a transformative pedagogical innovation that aligns with 21st-century education emphasising learner-centered design, digital engagement, and competency-based outcomes. This approach not only fosters entrepreneurial competencies but also ensures higher completion, satisfaction, and pitching skill mastery compared to traditional MOOCs. Future research should explore long-term retention, scalability across sectors, and integration of emerging technologies to further strengthen their impact on agro-entrepreneurship education.