What is it about?
Entrepreneurship education (EPE) plays a vital role to enhance employment creation and reduce poverty. Marketing audit is a main tool for evaluating and improving the marketing performance in a manufacturing or service sector. Despite the vast amount of literature which emphasizes entrepreneurship education, no empirical studies address the marketing audit model for EPE in the higher education sector. This study aims to develop a standardized marketing audit model for the EPE at higher education generally, business schools specially. A total of 200 participants were chosen by a purposive judgmental sampling technique from the only two universities which took steps towards establishing EPE in Egypt. A descriptive survey method using a questionnaire, focus group, semi-structured interviews and workshops were employed to develop a standardized model. The results showed the importance of the six dimensions in a standardized marketing audit model for EPE at business schools in Egypt.
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Why is it important?
Research on marketing auditing has emerged over the past decade, partly as a response to changes in the business environment. Recent studies have investigated the audit function . Few studies were specialized in marketing auditing for entrepreneurship education. Despite the importance of these studies which highlight the marketing audit of EPE as a vital issue at the present time, but these studies were theoretical studies which identified how a marketing audit approach can be adopted to re-invent the business school, and presented a conceptual framework for using marketing audit to globalize entrepreneurial universities. Therefore, we can say that, marketing auditing for entrepreneurship education, which existed solely, is too narrow and hinders its ability to address the major objectives of this vital issue. From the above, it can be evinced that there are three salient research gaps. First, marketing auditing in the marketing literature is incoherent. Second, marketing practices of higher education institutions lacks the model which reflects marketing audit . Finally, no empirical study addresses a marketing audit model for EPE. Therefore, there is a need for developing a standardized marketing audit model to the entrepreneurship education.
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This page is a summary of: A Standardized Marketing Audit Model for Entrepreneurship Education in Egypt, IGI Global,
DOI: 10.4018/978-1-4666-8468-3.ch064.
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