Educating graduates for marketing in SMEs: An update for the traditional marketing curriculum
Cheng, R.; Lourenço, F.; Resnick, S. · White Rose Research Online
Purpose – Despite rising graduate unemployment in the UK, there are insufficient numbers of graduates employed in small and medium sized-enterprises (SMEs). The literature suggests that a teaching emphasis on large organisational business models in higher education institutions, particularly in the teaching of marketing theory, renders the SME sector unattra…