Abstract
Entrepreneurial Marketing (EM) is crucial in today’s business landscape as it enables businesses to adapt quickly, optimize resources, focus on customers, drive innovation, embrace digital transformation, facilitate growth, and build strong brands. It was adopted by several enterprises across divers sectors and have greatly influenced upon EM Education (EME). This latter was seen as an interesting course, which develops students' Entrepreneurial Intention (EI). The present work aims to examine the effects of EME on students' EI determinants. Data were collected from 285 Tunisian Entrepreneurship Master Students, and the results were analyzed using structural equation modelling (AMOS.18 and SPSS.20). We founded that EME influences positively students' EI determinants. Technology related to Marketing, EM Strategies and Practices, Networking and Exposure to Entrepreneurs affected positively Perceived Desirability (PD) and Perceived Feasibility (PF) as EI determinants. This work is one of the rarest research going over EME contribution to rise students' EI Influential factors. It contributes in extending EME literature. It covers pedagogical and practical gaps in EME to develop valuable entrepreneurial skills.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
