The online promotion of entrepreneurship education: a view from Canada

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.