Teaching practice across disciplines: marketing and entrepreneurship for youths

Abstract

This paper introduces teaching practice in the marketing and entrepreneurial disciplines with entrepreneurial cases. After giving examples for practice, the paper suggests implications and considerations. Entrepreneurial education is explained. Marketing topics including growth strategies and entrepreneurial marketing concepts which can be used in teaching entrepreneurship are analysed. Three examples of teaching cases illustrate the implications. Examples are drawn from in-depth interviews with SME owners. Primarily, entrepreneurial cases can be used to teach across marketing and entrepreneurship disciplines. Cases help to clarify marketing topics, growth strategies, entrepreneurial marketing strategies, entrepreneurial practices, teaching objectives and entrepreneurial qualities. Two points should be noted. First, the same marketing strategies have different applications in large and small firms. Second, new ways to perform traditional marketing strategies could bring innovation. Teaching entrepreneurship and marketing to youths is important, but teaching with cases from large international firms causes problems. This paper shows how to use SME cases in entrepreneurial marketing classes. Practice was introduced but not measured formally. Future research is required. In other contexts, this teaching practice needs to be modified.