Marketing Education for the Small Firm Entrepreneur: A Work-Based Learning Approach

Abstract

This paper examines the concept of work-based learning and explores its suitability to the development of marketing knowledge in an entrepreneurially owner managed small firm. In particular it considers how the problems faced by an entrepreneur in the workplace can be integrated into a custom built curriculum to form a unique, valuable and formalized learning experience. The paper argues that knowledge gained in this way is not only valued and worthwhile but, in fact, might actually constitute a new branch of knowledge. To demonstrate the potential of work-based learning the paper examines how an existing program of marketing development for small firm entrepreneurs might be developed into a work-based program.