Canons, competencies and critique: delivering an undergraduate entrepreneurial marketing module

Ardley, Barry and Hardwick, Jialin (2017) Canons, competencies and critique: delivering an undergraduate entrepreneurial marketing module. In: Academy of Marketing Annual Conference, 3rd -7th July 2017, University of Hull.

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Abstract

In the context of the debate about the status of marketing degrees, graduate knowledge and competencies, this paper reflects on a set of pedagogic issues associated with the delivery of a final level entrepreneurial marketing module. Drawing on key literature, the module takes a set of entrepreneurial marketing canons as the basis of learning. Primary research was conducted into student perceptions of the module based on an interpretative methodology, using an open ended questionnaire. Students were asked to consider whether the module approach of fostering entrepreneurial thought and action was a worthwhile one and if learning about the issues of opportunity identification, risk assessment, creativity and innovation and the role of business models, is advantageous to their development as competent marketers. The research also aimed to provide insight into student views of the critical perspective adopted in the module to mainstream marketing prescriptions. Findings suggest that students see value in studying entrepreneurial marketing and recognise limits to traditional theory. With a lack of focus in marketing degrees on the realities of marketing management and entrepreneurialism, it is suggested that the curriculum needs some realignment as arguably, significant numbers of marketing students are graduating, deficient in key knowledge and competencies.

Keywords:Entrepreneurial marketing, Pedagogy
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
ID Code:27829
Deposited On:14 Jul 2017 09:50

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