Europe aspires to increase its share of the international students market, in which the number of internationally mobile students is predicted to rise to 7.2 million by 2025. Entrepreneurship, as a relative “recent” and potentially high attractive field of study, could represent a strategic subject to enhance the attractiveness of European higher education, especially towards those students coming from countries where entrepreneurship education is less developed.
Starting from the above considerations, this book aims: a) to present an extensive picture of entrepreneurship higher education in Europe; b) to analyze perceptions and intentions of potential target groups (i.e. foreign students); c) to design a suitable marketing strategy to improve the European entrepreneurship higher education offer and its share in the international students market, as a result of the previous analyses. To this aims, two different surveys have been managed.
On one side, primary data have been collected on the presence of entrepreneurship education activities – from the undergraduate to the post-graduate courses – within the universities of all the 27 European Union member States. On the other side, the real interest in pursuing some educational activities in Europe, especially related to entrepreneurship, has been assessed among students from extra-European universities. In particular, the same questionnaire has been submitted to a sample of students at higher education level in India, Singapore, China, Russia, Argentina, Brazil and Turkey.
Finally, as a result of the two surveys, a strategic marketing framework has been developed through the definition of products and segments (i.e. “product portfolio” of the European education offer and “emerging segments” in third countries) and the identification of market opportunities in order to define attractive educational products.
The results discussed in this book are a significant part of the research activity carried out within the three-years project “ENDEAVOUR: Entrepreneurial Development as a Vehicle to Promote European Higher Education”, co-financed by the Erasmus Mundus Programme in 2006.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Entrepreneurship Education within the European Union: Assessing the Current Offer at University Level
- Introduction
- The higher education sector in the European Union
- International students studying in the European Union
- Entrepreneurship education in the European Union
- Undergraduate courses in entrepreneurship
- Postgraduate courses in entrepreneurship
- An analysis of the overall offer from undergraduate level through to PhD
- PhD programmes in entrepreneurship
- Professional courses in entrepreneurship
- Entrepreneurial leadership courses
- Student's extra-curricula activities
- Entrepreneurial research centres
- Entrepreneurial incubators
- Industrial liaison offices
- Spin-off companies
- Patents and licenses
- Entrepreneurship Education within the European Union: Excellence Cases, Shortages and Opportunities
- Introduction
- Excellence cases in the entrepreneurship education offer
- Examples of excellence cases in the curricula education activities
- Examples of excellence cases in the extra-curricula activities
- Examples of excellence cases among the incubators
- Main limitations and shortages in the entrepreneurship education offer within the European Union
- Key factors to improve entrepreneurship education within the European Union
- SWOT Analysis of the entrepreneurship education offer within the European Union
- Strengths of the European entrepreneurship education offer
- Weaknesses of the European entrepreneurship education offer
- Opportunities for the European entrepreneurship education offer
- Threats for the European entrepreneurship education offer
- Attractiveness of European Offer of Entrepreneurship Education: Assessing Foreign Students' Perceptions
- Introduction
- Key findings from the survey in India
- Interest in studying abroad
- Destinations preferred for studying abroad
- Knowledge of European languages and constraints against studying at EU institutions
- Interest in entrepreneurship education abroad
- Key findings from the survey in China
- Interest in studying abroad
- Destinations preferred for studying abroad
- Knowledge of European languages and constraints against studying at EU institutions
- Interest in entrepreneurship education abroad
- Key findings from the survey in Russia
- Interest in studying abroad
- Destinations preferred for studying abroad
- Knowledge of European languages and constraints against studying at EU institutions
- Interest in entrepreneurship education abroad
- Key findings from the survey in Brazil
- Interest in studying abroad
- Destinations preferred for studying abroad
- Knowledge of European languages and constraints against studying at EU institutions
- Interest in entrepreneurship education abroad
- Key findings from the survey in Argentina
- Interest in studying abroad
- Destinations preferred for studying abroad
- Knowledge of European languages and constraints against studying at EU institutions
- Interest in entrepreneurship education abroad
- Key findings from the survey in Singapore
- Interest in studying abroad
- Destinations preferred for studying abroad
- Knowledge of European languages and constraints against studying at EU institutions
- Interest in entrepreneurship education abroad
- Key findings from the survey in Turkey
- Interest in studying abroad
- Destinations preferred for studying abroad
- Knowledge of European languages and constraints against studying at EU institutions
- Interest in entrepreneurship education abroad
- Attractiveness of European Offer of Entrepreneurship Education: a Comparative Perspective across Seven Countries
- Introduction
- A comparative assessment of the findings in the seven countries
- Interest in studying abroad and perceptions about Europe as a destination
- Interest in studying entrepreneurship abroad and perceptions about Europe in this field of education
- Attractiveness of European entrepreneurship education: final comments
- Marketing Insights to Enhance the Attractiveness of European Offer of Entrepreneurship Higher Education
- Introduction
- Defining European portfolio in entrepreneurship higher education
- Emerging segments in foreign countries for European entrepreneurship education
- Identification of market opportunities in order to develop attractive educational product
- Conclusions and marketing implications
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This work aims to assess the current state of entrepreneurship education in European higher education, identify key strengths and weaknesses, and explore opportunities to attract more foreign students. The authors conducted surveys in seven countries to gather insights into students' perceptions of entrepreneurship education in Europe. Key themes explored in this work include:- The current state of entrepreneurship education in Europe, including a detailed analysis of courses, programs, and support services.
- Identifying and analyzing excellence cases in entrepreneurship education across European universities.
- Assessing the attractiveness of the European offer of entrepreneurship education for international students, including their perceptions of Europe as a study destination.
- Identifying key factors that influence international students' decisions to study entrepreneurship in Europe and exploring ways to enhance the appeal of the European offer.
- Developing marketing insights and strategies to enhance the attractiveness of entrepreneurship education in Europe for foreign students.
Zusammenfassung der Kapitel (Chapter Summaries)
- The introduction provides an overview of the research project, its objectives, and the research methodology used.
- Chapter 1 presents a comprehensive analysis of the current state of entrepreneurship education in European higher education. It examines the existing offer from undergraduate to PhD level, including extra-curricular activities, research centers, incubators, spin-off companies, and intellectual property rights.
- Chapter 2 highlights excellence cases in entrepreneurship education in Europe, focusing on exemplary programs, extra-curricular activities, and successful incubators. The chapter also identifies key limitations and challenges faced by entrepreneurship education in Europe and explores potential solutions to address them.
- Chapter 3 presents the key findings from surveys conducted in seven countries: India, China, Russia, Brazil, Argentina, Singapore, and Turkey. The surveys explored international students' perceptions of entrepreneurship education in Europe, their interest in studying abroad, their preferred study destinations, their knowledge of European languages, and their reasons for choosing Europe for their studies.
- Chapter 4 provides a comparative analysis of the findings from the seven country surveys, highlighting key trends and insights about the attractiveness of entrepreneurship education in Europe for international students.
- Chapter 5 focuses on developing marketing strategies and insights to enhance the appeal of European entrepreneurship education for foreign students. This includes defining the European portfolio in entrepreneurship education, identifying emerging segments in foreign countries for European entrepreneurship education, and identifying market opportunities to develop more attractive educational products.
Schlüsselwörter (Keywords)
This work focuses on entrepreneurship education, higher education, international students, Europe, attractiveness, marketing, SWOT analysis, and survey research. The text examines the state of the art in entrepreneurship education within the European Union, analyzes the perceptions of potential foreign students, and explores marketing insights to enhance the attractiveness of European entrepreneurship education for international students.- Citation du texte
- Angelo Riviezzo (Auteur), Alessandro De Nisco (Auteur), Maria Rosaria Napolitano (Auteur), 2012, Entrepreneurship Higher Education in Europe, Munich, GRIN Verlag, https://www.grin.com/document/204563
