The online promotion of entrepreneurship education: a view from Canada
The purpose of this paper is to empirically examine how entrepreneurship education is being marketed to students within the Canadian university sector.
A content analysis of the webpages representing 66 entrepreneurship education programs in Canada is performed.
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.
This study looks at only one type of promotional material, and thus, further research is needed to triangulate its findings.
This is the first study that empirically examines the marketing of entrepreneurship education in Canada.