TY - JOUR
T1 - Four questions of entrepreneurial marketing education : perspectives of university educators
AU - Gilmore, Audrey
AU - McAuley, Andrew
AU - Miles, Morgan P.
AU - Pattinson, Hugh
PY - 2020
Y1 - 2020
N2 - This paper reviews and reflects on the design and delivery of entrepreneurial marketing (EM) education in universities. During recent decades, there has been a growing interest in EM from policymakers, educators, organizations, and individuals, in tandem with a desire to enhance growth potential within regional and national economies. EM activities and processes have been adopted by many entrepreneurial firms across industries as diverse as agriculture, tourism, and engineering. All of these developments have impacted upon EM education. A review of relevant literature indicated four key questions, these are: (1) what should be taught; (2) how it should be taught; (3) where it should be taught; and (4) who should teach EM. These four questions were posed to an international forum of EM university educators, and their responses are incorporated into a reflection of the nature of EM education today and the implications for educators.
AB - This paper reviews and reflects on the design and delivery of entrepreneurial marketing (EM) education in universities. During recent decades, there has been a growing interest in EM from policymakers, educators, organizations, and individuals, in tandem with a desire to enhance growth potential within regional and national economies. EM activities and processes have been adopted by many entrepreneurial firms across industries as diverse as agriculture, tourism, and engineering. All of these developments have impacted upon EM education. A review of relevant literature indicated four key questions, these are: (1) what should be taught; (2) how it should be taught; (3) where it should be taught; and (4) who should teach EM. These four questions were posed to an international forum of EM university educators, and their responses are incorporated into a reflection of the nature of EM education today and the implications for educators.
KW - education_higher
KW - entrepreneurship
KW - experiential learning
KW - marketing
UR - http://hdl.handle.net/1959.7/uws:50972
U2 - 10.1016/j.jbusres.2018.12.016
DO - 10.1016/j.jbusres.2018.12.016
M3 - Article
SN - 0148-2963
VL - 113
SP - 189
EP - 197
JO - Journal of Business Research
JF - Journal of Business Research
ER -