Exploring Students’ Motivation to Participate in Entrepreneurial Marketing Education

Despite recognition of Entrepreneurial Marketing’s (EM) growing global importance, Marketing Education (EME) is relatively under-researched. Applying the concept autonomous motivation, this article proposes that EME might offer a more valuable learning experience for students and their future employers as compared with either Entrepreneurship (EE) or (ME). Through two studies involving undergraduate students, research found when set alongside EE ME, not attractive to overall, but was likely be participated in by business non-business students. However, little no prior knowledge EM possessed, likelihood participate any student very low. Evidence emerged only mainly associated starting instead seen relevant expecting work smaller organization. The confirms intrinsic motivation sufficient encourage participation rather extrinsic form an appreciation benefits it generate, also required. Recommendations are made how can presented such enhanced.