Four questions of entrepreneurial marketing education: Perspectives of university educators

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

Journal of Business Research, 2020, vol. 113, issue C, 189-197

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.

Keywords: Entrepreneurship; Marketing; Education; Entrepreneurial marketing; University (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:113:y:2020:i:c:p:189-197

DOI: 10.1016/j.jbusres.2018.12.016

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