Four questions of entrepreneurial marketing education : perspectives of university educators

Audrey Gilmore, Andrew McAuley, Morgan P. Miles, Hugh Pattinson

Research output: Contribution to journalArticlepeer-review

20 Citations (Scopus)

Abstract

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.
Original languageEnglish
Pages (from-to)189-197
Number of pages9
JournalJournal of Business Research
Volume113
DOIs
Publication statusPublished - 2020

Keywords

  • education_higher
  • entrepreneurship
  • experiential learning
  • marketing

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