SURPRISING WAYS ENTREPRENEURIAL MARKETING EDUCATION AND IS MORE REFRESHING

PRO. ABIODUN ENIOLA ALAO; PRO. ALIU AJANI ODUNMBAKU

(Department of social studies and informatics, University of Toronto, Canada)

VOLUME03ISSUE12

 

ABSTRACT


This study looked into the relationship between entrepreneurial marketing education and graduates’ capacity for self-employment in the southwest, Nigeria. The study unit for this research is the Universities and Polytechnic graduates in South West, Nigeria. A cross-sectional descriptive survey research design was used to investigate how entrepreneurial marketing education would have a significant effect on graduates’ capacity to become self-employed in specialized fields of marketing. The population of the study consisted of three hundred and forty seven (347) graduating students of marketing in 9 tertiary institutions that offer marketing in southwest, Nigeria. Using questionnaire administration as data collection technique, a total enumeration (census) of the population was sampled. Data collected was analyzed using both descriptive and inferential statistics. Findings of the study hypothesis one revealed that there is a significant positive relationship between entrepreneurial marketing education and entrepreneurial digital marketing (r = .696, n = 329, p <.005). Similarly, the study’s second hypothesis showed that there is a significant positive relationship between entrepreneurial marketing education and entrepreneurial event marketing (r =.897, n =329, p<.05). The third hypothesis further showed a significant positive relationship between entrepreneurial marketing education and entrepreneurial merchandising (r = .636, n = 329, p = .005).The study concluded that there is a significant positive relationship between entrepreneurial marketing practices and graduates’ capacity for self-employment in Southwest, Nigeria.

KEYWORDS

Entrepreneurial, Marketing Education, Self-Employment.

REFERENCES

Arogundade, B.B. (2011). Entrepreneurship Education: an imperative for sustainable development in Nigeria. Journal of emerging trends in educational research and policy studies; 2(1), 26-29.

Barringer, B.R. & Ireland, R.D. (2015).entrepreneurship successfully launching new ventures.(5th edition). Prentice hall

Bruyn, A.D. (2008). A multi-stage model of word of mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.

Bygrave, W.D. (1989) “The Entrepreneurship Paradigm (I): A Philosophical Look, Entrepreneurship Theory and Practice, 14(1), 7-26.

Cornwall, J. & Perlman, B. (1990).Organizational Entrepreneurship, Homewood, IL: Richard D. Irwin Publishing.

Dagget, W.R. (2005). Achieving academic excellence through rigor and relevance (white paper) Retford, NY: International center for leadership in education, retrieved June 3, 2011 from http://www.leardered.com/pdf/Academic –Excellence.pdf.

Darling, H.L. (2006). Securing the Right to Learn, Policy and Practice for Powerful Teaching and Learning. Education researcher, 35(7), 13-24.

Davidson, P. &Honig, B. (2003).The role of social and human capital among nascent entrepreneurs.Journal of Business Venturing. 18,301-331.

Drucker, P. (1954). The Practice of Management, New York, NY: Harper and Row.

Epstein, J. (2005). Attainable Goals the Spirit and Letter of the No Child Left behind act on parental involvement. Sociology of Education, 78(2), 179-182.

European Commission (2005).The new SME definition: User guide and model declaration. Enterprise and Industry Publications.

Fooster, J. & Lin, A. (2003).Individual differences in Learning Entrepreneurship and their implications for web-based instruction in e-business and e-commerce.British Journal Education Technology 34(4); 4 55-65

Gibb, A.A & Ritchie, J. (1982). Understanding the process of starting small businesses European Small Business Journal, 1 (1) 26-45.

Gilmore, A. (2010).Reflections on methodologies for research at the marketing/entrepreneurship interface.Journal of research in marketing and entrepreneurship, 12 (1) 11-20

Gilmore, A. (2011). Entrepreneurial and SME Marketing.Journal of research in marketing and entrepreneurship, (13) 2.

Global Entrepreneurship Monitor (2008). Executive report available at www.gemconsotium.org

Gupta, S. (2003). Event Marketing: Issues and Challenge IIMB Management Review, 15(2), 87-96.

Hills, G. &Hultman, C. (2006). Marketing, Entrepreneurship, and SMES: Knowledge and Education revisited”, Paper presents at the Academy of marketing special interest group on entrepreneurial and SME marketing, Southampton, UK, January.

Ionita, D. (2012). Entrepreneurial Marketing: A New Approach for Challenging Times. Management & Marketing Challenges for the knowledge society.7 (1) pp.131-150.

Ireland, R.D. &Hitt, M.A. (1999). Achieving and Maintaining Strategic Competitiveness in the 21st Century: The Role of Strategic Leadership, Academy of Management Executive, 13 (1), 43-57.

Kaman, P. (2017), Digital Marketing: A Framework Review and Research Agenda. InternationalJournal of Research in Marketing, 34(1), 22-45.

Kannan-Narasimhan, R. (2014). Organizational ingenuity in nascent innovations: Gaining resources and legitimacy through unconventional actions. Organization Studies, 35(4), 483- 509.

Keller, J.M. (1987). Strategies for Stimulating the Motivation to learn.Performance and Instruction, 26(8), 1-7.

Kraus, S., Harms, R. & Fink, M. (2009). Entrepreneurial Marketing Moving beyond Marketing in new venture; International Journal of Entrepreneurship and Innovative Management Special Issue, 331-352.

Lazear, E.P. (2004). Balanced skills and entrepreneurship.American Economic Review, 94(2), Papers and Proceedings of the One Hundred Sixteenth Annual Meeting of the American Economic Association, San Diego, CA, 3-5 January 2004 (May 2004), 208-211.

Lodish, L.M., Morgan, H.L., Achambeau, S. &Babin, J.A. (2016).Marketing that works: How entrepreneurial Marketing can add sustainable value to any sized company. 2nd Edition, United States of America, New Jersey: Pearson Education Inc..

Mc Cole, P. (2004). Refocusing Marketing to Reflect Practice.The changing role of marketing for business.Marketing intelligence and planning, 22(5), 531-539.

Miles, M.P. & Arnold, D.R. (1991). The Relationship between Marketing Orientation and Entrepreneurial Orientation, Entrepreneurship Theory and Practice, 15(4), 49-65.

Minniti, M. &Byrgave, W. (2001).A dynamic model of entrepreneurial learning.Entrepreneurship Theory and Practice, 25(3), 5-16.

Morris, M.H, Schindehutte, M, &Laforge, R.W. (2002).Entrepreneurial marketing a construct for integrating emerging entrepreneurship and marketing perspectives, Journal of marketing theory and practice, 10 40, 1-19.

Morris, M.H. &Kuratko, D. (2001). Corporate Entrepreneurship: Entrepreneurial Development Inside Organizations, Dallas: Harcourt Publishers.

Mulongo, G. (2012). The human capital theory in education principles, critiques and current thinking. University of London, Institute of Education.

Mwangi. H.W. &Bwisa, H. (2013). The effects of entrepreneurial marketing practices on the growth of hair Salons: a case study of hair salons in Kiambu Township, International Journal of Academic Research in Business and Social Sciences, 3(5), 467-480.

National Universities Commission (2004). Labour market expectations of Nigerian graduates. Abuja: Education Trust Fund (ETF).

Nwangwu, I.B. (2007). Higher education for self-reliance.An imperative for the Nigerian economy. NAEAP Publication, 126-129.

Oyedeji, S.O. (2015). Lapses in Education Policy Formulation Processes in Nigeria: Implications for the Standard of Education. Journal of Education and Practice, 6(29), 195-202.

Patrutru B.L. (2015). Content Marketing the Fundamental Tool of Digital Marketing.Bulletin of the Transilvania University of Brasov. Series V. Economic Sciences, 8(2), 111-118.

Peterman, N.E, & Kennedy, J. (2003) Enterprise education influencing students perception of entrepreneurship. Entrepreneurship theory and practice, 28(4), 129-141

Pinchot, G. (2000). Intrapreneuring. New York: Harper and Row.

Robert, (2006).Human capital development and education by Atlantic evolution and research consultations skills and knowledge for Canada’s future.Seven perspectives towards an integrated approach to human capital development. Canadian policy research networks Inc.

Sadik, A. (2008). Digital story tolling: A meaningful technology-integrated approach for engaged student learning. Education Technology Research and Development, 56 (4), 487-506.

Shane, S. Locke, E. A. & Collins, C. J. (2012).Entrepreneurial motivation.Human resource management review, 13 2, 257-279.

Shonola, S.A, &Juy, M.S. (2016).The impact of Mobile devices for learning in higher education institutions.Nigeria Universities Case Study.International Journal of Modern Education and Computer Science (IJECS), 8(8), 43-50.

Smilor, R. (1997). Entrepreneurship: Reflections on a subversive activity. Journal of Business Venturing, 12(5), 341-346.

Williams, A. (2006). Tourism and hospitality marketing: Fantasy, feeling and fun. InternationalJournal of Contemporary Hospitality Management, 18(6), 482-495.

Wood, E.H. (2009), Evaluating Event Marketing; Experience or Outcome? Journal of Promotion Management 15(1) 247-268.

World Economic Forum (2009). Educating the next wave of entrepreneurs: Unlocking entrepreneurial capabilities to meet the global challenges of the 21st century.

Yadav, M. S &Pavlai, P.A. (2014). Marketing in Computer-Mediated Environments. Research Synthesis and New Directions.Journals of Marketing, 78(1), 20-40.

Yasaf, U &Altaf, M. (2013). Improving Entrepreneurial Marketing Learning: A study of business graduates, Pakistan Original Scientific Paper UDC 005.961.005.914 3(545.1)

 AUTHOR’S AFFILIATION

ABIODUN ENIOLA ALAO

Department of Marketing, Moshood Abiola Polytechnic, Abeokuta, Ogun State, Nigeria

ALIU AJANI ODUNMBAKU

Department of Marketing, Moshood Abiola Polytechnic, Abeokuta, Ogun State, Nigeria

Scroll to Top