Heuristics and the Choice of Method in Entrepreneurial Marketing Education

Autor/inn/en	Lopez-Castro, Itzel; Larios-Hernandez, Guillermo J.; Borbolla-Albores, Alberto
Titel	Heuristics and the Choice of Method in Entrepreneurial Marketing Education
Quelle	In: Journal of Marketing Education, 45 (2023) 3, S.296-308 (13 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Lopez-Castro, Itzel)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0273-4753
DOI	10.1177/02734753231190886
Schlagwörter	Marketing; Teaching Methods; Heuristics; Entrepreneurship; Teacher Attitudes; College Faculty; Specialists; Mentors; Best Practices; Decision Making; Cognitive Style; Profiles; Undergraduate Students + Suchen Sie Ihr Suchwort? Teaching method; Lehrmethode; Unterrichtsmethode; Heuristik; Unternehmungsgeist; Lehrerverhalten; Fakultät; Decision-making; Entscheidungsfindung; Cognitive styles; Kognitiver Stil; Charakterisierung; Profilanalyse
Abstract	This article exhibits that entrepreneurial marketing educators recur to their own heuristics to deal not only with the challenges that relate to their mentees' entrepreneurial projects, but also with the operationalization of their teaching and methodological approaches. Based on the identification of heuristics derived from a convenience sample of 20 entrepreneurship educators, this research characterizes four archetypes of educators: academics, experts, entrepreneurs-in-residence, and mentors. Findings indicate that academics refer to the most common and successful practices, whereas experts qualify methods that fulfill their purposes and follow best practices. Entrepreneurs-in-residence mirror their own startup experiences, involving a certain level of pragmatism, and mentors base their decisions on experience, choosing practices that they judge suitable. Each profile tends to replicate heuristics patterns in the selection of the education method, suggesting an impossibility to separate context and experience from the methodological choices that determine entrepreneurial marketing education, whose learning process is presented as an adapted version of the model originally proposed by Kolb for students. This article contributes to the academic discussion of the role of educators in entrepreneurial marketing, offering an exploratory explanation as to why and how different educator profiles choose their teaching and methodological approaches. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01