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

Allbwn ymchwil: Cyfraniad at gyfnodolynErthygladolygiad gan gymheiriaid

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Dangosydd eitem ddigidol (DOI)

  • Rosalind Jones
    Centre for Public Health, Liverpool John Moores University
  • Sussie C. Morrish
    University of Canterbury
  • Elizabeth M. Heyworth-Thomas
    Centre for Public Health, Liverpool John Moores University
  • Edith Graham
    Centre for Public Health, Liverpool John Moores University
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.
Iaith wreiddiolSaesneg
Tudalennau (o-i)211–225
CyfnodolynJOURNAL OF MARKETING EDUCATION
Cyfrol45
Rhif y cyfnodolyn3
Dyddiad ar-lein cynnar1 Gorff 2023
Dynodwyr Gwrthrych Digidol (DOIs)
StatwsCyhoeddwyd - Rhag 2023
Cyhoeddwyd yn allanolIe
Gweld graff cysylltiadau