Authors: Thirarut Worapishet
Addresses: Faculty of Business Administration, Kasersart University, 50 Phoholyothin Road, Jatujak, Bangkok 10900, Thailand
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.
Keywords: entrepreneurial marketing; growth strategies; teaching practice; youths; entrepreneurship; small and medium size enterprises; SMEs; Thailand; entrepreneurs; youth entrepreneurial education; marketing for small firms.
Journal for International Business and Entrepreneurship Development, 2017 Vol.10 No.3, pp.258 - 272
Available online: 25 Jul 2017 *Full-text access for editors Access for subscribers Purchase this article Comment on this article