Education Marketing System for Entrepreneurship: Analysis of MEI and ME Entrepreneurs
Abstract
With the increase in demand, technological facilities and digitalization, entrepreneurship education gained prominence among the business public that was already operating in the market and wanted to develop skills to manage their businesses, which boosted the diversification of offers and management solutions. At that time, marketing demands stood out, causing problems for entrepreneurs who were often unable to deal with the requirements and were unable to understand and act within the scope of the area. Therefore, the problem addresses this context from a perspective of Macromarketing and marketing systems, aiming to analyze how entrepreneurship education in marketing aimed at MEI and ME entrepreneurs is configured in light of the concept of a marketing system. To this end, the described exploratory and qualitative research understands the phenomenon by conducting 12 interviews with entrepreneurs and professionals working in this context. In this way, the marketing system of entrepreneurship education (SMEE) is delimited, characterizing its inputs, its functioning and its outputs, analyzing its impact on those involved and, also, contributing to the debates on the theory and application of marketing.
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