Marketing in SMEs: assessing the contribution of a business school to the development of competent managers

Ardley, Barry and Taylor, Nick (2012) Marketing in SMEs: assessing the contribution of a business school to the development of competent managers. In: Academy of Marketing Annual Conference , 2nd July - 5th July, Southampton University.

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Abstract

The purpose of this paper is to assess the contribution that a business school can make to the development of marketing competencies in SME managers. Literature reveals that in comparison to undergraduate marketing learning, less attention is paid to the SME manager. The primary research here is based on workshops run by tutors from the University of Lincoln’s Business school marketing group. Workshops were organised around an entrepreneurial marketing theme and based on a philosophy of participative learning. Course member’s responses to the workshops were gathered via a questionnaire that allowed for the collection of qualitative and quantitative data. The results of both tutor and course participant evaluation suggests that models from entrepreneurial marketing, as opposed to traditional marketing, provide a sound basis for the development of SME managers skills. The positive course evaluation also suggests a good degree of satisfaction with the learning methods used in the workshops. Further research should be undertaken to assess the degree to which workshop thinking has become embedded in the actual practices of managers who attended the course. Finally, it is posited that there exists considerable scope for future workshops of this nature at both a national and local level.

Item Type:Conference or Workshop Item (Paper)
Additional Information:The purpose of this paper is to assess the contribution that a business school can make to the development of marketing competencies in SME managers. Literature reveals that in comparison to undergraduate marketing learning, less attention is paid to the SME manager. The primary research here is based on workshops run by tutors from the University of Lincoln’s Business school marketing group. Workshops were organised around an entrepreneurial marketing theme and based on a philosophy of participative learning. Course member’s responses to the workshops were gathered via a questionnaire that allowed for the collection of qualitative and quantitative data. The results of both tutor and course participant evaluation suggests that models from entrepreneurial marketing, as opposed to traditional marketing, provide a sound basis for the development of SME managers skills. The positive course evaluation also suggests a good degree of satisfaction with the learning methods used in the workshops. Further research should be undertaken to assess the degree to which workshop thinking has become embedded in the actual practices of managers who attended the course. Finally, it is posited that there exists considerable scope for future workshops of this nature at both a national and local level.
Keywords:Entrepreneurial marketing, participatory learning, workshops
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:College of Social Science > Lincoln Business School
ID Code:6211
Deposited By: Barry Ardley
Deposited On:20 Sep 2012 21:29
Last Modified:12 Jun 2014 08:06

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