ABSTRACT
Lack of critical competencies are generally acknowledged as a major setback among Small and medium-sized enterprises, more so in their marketing operations. From an entrepreneurial marketing (EM) perspective, business models are about mainly process of innovation, particularly when firms focus on developing a unique business model. In the context of the EM module, students experience features of learning like entrepreneurial marketing theory, group working and negotiation, project management, and opportunity scanning, all of which they reflect on and build into their own knowledge base. Claes M. Hultman and G. E. Hills point out that mainstream marketing neglects the entrepreneur’s methods, impoverishing student learning. In the debate about the value of marketing education, a recurrent issue is the extent to which programmes adequately prepare young marketers for the demands of a modern work environment. In the Lincoln’s International Business School module, students learn that EM implementation can be based on approaches to thinking that stand outside the traditional marketing textbook.
