What is the role of university service providers in developing marketing student employability? Evidence from 'Enablers'

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


Abstract/Purpose – to review current employability and enterprise education literature to establish stakeholder evidence gaps from marketing and small-to-medium enterprise (SME) contexts. Gather new insights from Higher Education Institution (HEI) employability and enterprise support service staff.Theoretical background – Marketing education, SME marketing, Enterprise education, Employability, Work-Related Learning.Assumptions –‘Employability’ concept is widely understood and supported within HEIs, yet less so by employers. HEI career development activity is skewed towards assisting students in finding work with larger firms, with less active support for start-ups. Success of employability and enterprise related activities rely on multi-stakeholder collaboration. Design/Methodology - thematic analysis of new data (under collection) from in-depth, semi-structured interviews, with senior members of UK HEI support service providers, related to employability and enterprise activities.Findings & Practical Implications – it is anticipated insights gained will be of benefit to related stakeholders to derive practical and implementable actions, for the improvement of collaborative employability and enterprise programmes. Originality & Contribution – moves Employability debate forwards, through inclusion of under-represented stakeholder perspectives.Keywords: Marketing, SME, Employability, Enterprise education, work-related learning.
Original languageEnglish
Title of host publication2015 Academy of Marketing Conference
Subtitle of host publicationthe magic in marketing
EditorsLisa O'Malley
PublisherAcademy of Marketing
Number of pages3
ISBN (Print)9781905952649
Publication statusPublished - 8 Jul 2015
EventAcademy of Marketing Conference 2015: The magic of Marketing - University of Limerick, Limerick, Ireland
Duration: 7 Jul 20159 Jul 2015


ConferenceAcademy of Marketing Conference 2015
Abbreviated titleAM2015
Internet address


  • SME
  • Education
  • Marketing
  • Enterprise
  • Employability


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