Post-Pandemic Marketing: Use of Business Crisis Recovery Frameworks to Enhance Entrepreneurial Marketing Education

Autor/inn/en	Jones, Rosalind; Morrish, Sussie C.; Heyworth-Thomas, Elizabeth M.; Graham, Edith
Titel	Post-Pandemic Marketing: Use of Business Crisis Recovery Frameworks to Enhance Entrepreneurial Marketing Education
Quelle	In: Journal of Marketing Education, 45 (2023) 3, S.211-225 (15 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Jones, Rosalind)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0273-4753
DOI	10.1177/02734753231190249
Schlagwörter	Entrepreneurship; Marketing; Business Administration Education; Foreign Countries; Experiential Learning; Learning Processes; Teaching Methods; Graduate Students; Masters Programs; Cross Cultural Studies; Management Development; Classification; New Zealand; United Kingdom; India + Suchen Sie Ihr Suchwort? Unternehmungsgeist; Ausland; Experiental learning; Erfahrungsorientiertes Lernen; Learning process; Lernprozess; Teaching method; Lehrmethode; Unterrichtsmethode; Graduate Study; Student; Students; Aufbaustudium; Graduiertenstudium; Hauptstudium; Studentin; Magister course; Magisterstudiengang; Cultural comparison; Kulturvergleich; Classification system; Klassifikation; Klassifikationssystem; Neuseeland; Großbritannien; Indien
Abstract	This article investigates entrepreneurial marketing (EM) and use of business recovery frameworks within experiential learning cycles (ELC)s to investigate post-COVID learning techniques during the learning process. Three distinct post-graduate learner cohorts took part in the study consisting of part-time MBA entrepreneurs from the United Kingdom, part-time upGrad MBA students from India (managers and marketers in large firms) and full-time MCom (Masters in Commerce) marketing students in New Zealand. This inductive study uses coursework artifacts, student feedback with thematic coding, and analysis from live business projects. Use of the post-disaster business recovery framework led to deeper learning, increased understanding, and generation of insights and new knowledge. Both student learner and entrepreneurial marketer skills and competencies are evidenced as essential for business resilience and growth in post-pandemic environments, while the framework aided co-creation of learning between the student and the focal business. Implications for marketing educators are offered together with future opportunities for education research in the EM education, entrepreneurship education and marketing fields. The study will allow educators to understand the three student typologies, leading to effective and impactful pedagogy in EM education. (As Provided).
Anmerkungen	SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01