This article presents a strategy for incorporating experiential learning into university coursework through the use of Extension fieldwork projects. In this case, undergraduate agribusiness management students construct business plans for primary agricultural industries and proposed new industries, such as food processing. Results of the study suggest that fieldwork projects enhance student learning and provide a valuable "real world" application of their classroom coursework. Undergraduate fieldwork projects should have a clear set of steps/goals, and instructors may need to help students identify an industry and appropriate industry contacts, as well as specify region of interest and number of contact hours required.