Acceso usuarios
Tayyab Amjad, Shamsul Huda Binti Abdul Rani, Shiza Binti Sa'atar
In the age of automation and artificial intelligence, the need for sustainable entrepreneurship forjob creation has significantly raised. For the development of sustainable entrepreneurship inrecent years, business schools worldwide have recognised their roles, and started providing en-trepreneurship education (EE). Due to being in emerging phase, the EE at business schools isfollowing pedagogic approaches that are not exclusively developed for entrepreneurship, andhence, not suitable with the practical entrepreneurial needs. This leaves graduates lacking inmany types of entrepreneurial skill-sets. One of those key skill-sets is entrepreneurial marketing(EM), which is one of the most dominating problems for SME entrepreneurs for the survival andgrowth of their businesses. Furthermore, the literature highlights that lack of EM skill-set is alsoone of the leading causes of entrepreneurial failure. The failure of SME entrepreneurs not onlydiscourages them, but also damages the initiatives taken by the governments and private in-stitutions for entrepreneurship development in the economies. Thus, considering the criticalimportance of EM education for the development of entrepreneurship, this paper has highlightedthe pedagogical gaps in EM education, proposed future research avenues, and made practicalimplications for business schools’ academic authorities to upgrade their pedagogical models.
