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Four questions of entrepreneurial marketing education: Perspectives of university educators

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

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.

Suggested Citation

  • Gilmore, Audrey & McAuley, Andrew & Miles, Morgan P. & Pattinson, Hugh, 2020. "Four questions of entrepreneurial marketing education: Perspectives of university educators," Journal of Business Research, Elsevier, vol. 113(C), pages 189-197.
    • Handle: RePEc:eee:jbrese:v:113:y:2020:i:c:p:189-197
    DOI: 10.1016/j.jbusres.2018.12.016
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    References listed on IDEAS

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    Cited by:

    1. Mohammad Rashed Hasan Polas & Valliappan Raju, 2021. "Technology and Entrepreneurial Marketing Decisions During COVID-19," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(2), pages 95-112, June.

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