Four questions of entrepreneurial marketing education: Perspectives of university educators

Published on May 1, 2020in Journal of Business Research
· DOI :10.1016/J.JBUSRES.2018.12.016
Audrey Gilmore30
Estimated H-index: 30
(Ulster University),
Andrew McAuley (International Institute of Minnesota)+ 1 AuthorsHugh M. Pattinson7
Estimated H-index: 7
(USYD: University of Sydney)
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.
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