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Entrepreneurship Education in an Era of Digital Communications

Universities and Entrepreneurship: Meeting the Educational and Social Challenges

ISBN: 978-1-83982-075-5, eISBN: 978-1-83982-074-8

Publication date: 15 February 2021


Entrepreneurship education should catch up with the current developments in today’s digitally interconnected and virtual world. As all forms of conducting business become digital, essentially entrepreneurship needs a new digital competence-based learning approach. This chapter proposes a Digital Communications competency profile that every modern entrepreneur should possess. The proposed profile incorporates digital marketing (DM) as it recognises the need for major changes in entrepreneurship educational programmes. The proposal is based on an extensive literature review, which reveals that future demand for competencies goes beyond basic traditional entrepreneurship skills to include digital communication. It is shown that future entrepreneurs should possess advanced communication skills, in DM, which includes social media marketing, digital marketing strategies, search engine optimisation, content marketing and E-mail marketing. These competencies would facilitate customer involvement and open innovation. As a result, via the process of co-creation creative ideas can be transformed into successful products and services. The modern entrepreneurship profile underlines the paramount role of digital communications skills, which should be incorporated in entrepreneurship educational programmes.




The work presented in this chapter is based on collective work under the Erasmus+, KA2-funded project DIMAS Digital Marketing at Secondary schools, Project Reference: 2019-1-ES01-KA201-065134.


Papageorgiou, G., Mihai-Yiannaki, S., Ioannou, M., Varnava-Marouchou, D. and Marneros, S. (2021), "Entrepreneurship Education in an Era of Digital Communications", Jones, P., Apostolopoulos, N., Kakouris, A., Moon, C., Ratten, V. and Walmsley, A. (Ed.) Universities and Entrepreneurship: Meeting the Educational and Social Challenges (Contemporary Issues in Entrepreneurship Research, Vol. 11), Emerald Publishing Limited, Leeds, pp. 65-77.



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