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The online promotion of entrepreneurship education: a view from Canada

Roger Pizarro Milian (Centre for the Study of Canadian and International Higher Education, Ontario Institute for Studies in Education, University of Toronto, Toronto, Canada)
Marc Gurrisi (Department of Leadership, Higher and Adult Education, Ontario Institute for Studies in Education, University of Toronto, Toronto, Canada)

Education + Training

ISSN: 0040-0912

Article publication date: 9 October 2017

863

Abstract

Purpose

The purpose of this paper is to empirically examine how entrepreneurship education is being marketed to students within the Canadian university sector.

Design/methodology/approach

A content analysis of the webpages representing 66 entrepreneurship education programs in Canada is performed.

Findings

Entrepreneurship education is found to be framed as providing students with a collaborative learning experience, useful hands-on skills with real world applications and an entrepreneurial mindset.

Research limitations/implications

This study looks at only one type of promotional material, and thus, further research is needed to triangulate its findings.

Originality/value

This is the first study that empirically examines the marketing of entrepreneurship education in Canada.

Keywords

Citation

Pizarro Milian, R. and Gurrisi, M. (2017), "The online promotion of entrepreneurship education: a view from Canada", Education + Training, Vol. 59 No. 9, pp. 990-1006. https://doi.org/10.1108/ET-12-2016-0183

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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