Entrepreneurship Education and Digital Marketing: What Does the Future Hold?

Abstract

Entrepreneurship education and digital marketing courses tend to be studied separately although some topics around digitalisation are similar to both. The aim of this chapter is to discuss in more depth how entrepreneurship education can embed more digital marketing techniques. This is useful particularly in response to the COVID-19 crisis where most entrepreneurship education courses have moved to an online format. To take advantage of this increase in digital technology, entrepreneurship educators need to embed more effectively digital marketing techniques within their courses. This will lead to an embrace of a digital marketing philosophy that is conducive to the overall understanding of entrepreneurship education being about how to progress based on emerging technology changes. Suggestions for future research are stated in the chapter that highlight the relevance of digital marketing for entrepreneurship educators.

Citation

Ratten, V. and Rashid, S. (2021), "Entrepreneurship Education and Digital Marketing: What Does the Future Hold?", Thaichon, P. and Ratten, V. (Ed.) Developing Digital Marketing, Emerald Publishing Limited, Leeds, pp. 87-101. https://doi.org/10.1108/978-1-80071-348-220211006