Business Paradigms in Einstellung: Entrepreneurship Education, A Creative Industries Perspective.

Penaluna, Andy and Penaluna, Kathryn (2006) Business Paradigms in Einstellung: Entrepreneurship Education, A Creative Industries Perspective. In: Business paradigms in Einstellung : entrepreneurship education. A creative industries perspective.

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Research into the relevance and effectiveness of pedagogies that underpin entrepreneurship education is incommensurate with the increase in enterprise activities that are offered within higher education. The considerable conceptual confusion as to what constitutes enterprise education exacerbates the dilemmas we face when attempting to identify effective educational strategies and exemplars of good practice. A review of the literature suggests that research either explores curriculum development within the business school environment, or, alternatively, embeds modules within non-business school environments as ‘electives’. This offers minimal guidance to educators in the creative industries, who seek to redress not only the lack of ‘business skills’ within their programme of studies, but also, the perception that it may not be required knowledge. Growing in social and economic importance, it is a sector for which business start up is a legitimate career choice. Moreover, it is already recognised that traditional approaches for the development of entrepreneurial skills are not necessarily the most effective in the creative sector. These students frequently do not have the inclination to, or recognise their capacity to commercialise their creative endeavour. This paper discusses a model that embeds ‘entrepreneurship’, as a ‘core’ module within the art and design discipline. The model, designed by an academic/entrepreneur and an ex bank manager/entrepreneur, is devised to be ‘for’ as opposed to ‘about’ entrepreneurship and aims to develop entrepreneurial behaviours, attributes and skills. It uses as a case study the Swansea Institute of Higher Education second year undergraduate, core module ‘professional studies’. An analysis of questionnaires completed by the student cohort, during and at the end of the module, informs the findings and considers the design of the programme itself, what is offered, by whom and how it is delivered. The findings are reinforced by evidence provided from ‘entrepreneurial’ alumni and other professionals. Motivating the students to overcome their initial reluctance to engage with ‘business’ related studies is a key issue. Modified teaching strategies incorporate ‘entrepreneurial’ alumni who motivate students to engage with the studies and maximise the opportunities afforded to them. Of particular significance, is the value of the reciprocal ‘entrepreneurial’ support provided to programme alumni from tutors as a result of these formal and informal consultancies. As an ‘enabling strategy’ it has thus far met with considerable success. The paper proposes that these pedagogies could enhance entrepreneurship development both within and beyond the creative industries. It highlights the challenges of ‘capability’ issues and suggests that ‘entrepreneurial education’ demands ‘entrepreneurial educators’. A few models of practice discuss the manner by which educators in the creative industries have been mentored and assisted by colleagues from the business sector. As yet, however, none have been found that discuss the alternative, where ‘creatives’ mentor the business educator. This is the model at Swansea Institute’s Faculty of Art and Design, and a feature of this discourse.

Item Type: Conference or Workshop Item (Other)
Additional Information: Citation: PENALUNA, A. and PENALUNA, K. 2006. Business Paradigms in Einstellung: Entrepreneurship Education, A Creative Industries Perspective. 16th Global IntEnt conference- International Entrepreneurship Education and Training: Innovative Formats for Entrepreneurship Education Teaching. Innovative ways of teaching entrepreneurship strand. Centro de Empreendedorismo e Novos Negocios da Fundacao Getulio Vargas, Sao Paulo, Brazil, 9-12 July 2006..
Uncontrolled Keywords: entrepreneurial pedagogies, alumni, creative industries, compulsory
Subjects: H Social Sciences > H Social Sciences (General)
N Fine Arts > NX Arts in general
Divisions: Faculties > Yr Athrofa – the Institute of Education
Depositing User: John Dalling
Date Deposited: 10 Nov 2010 15:46
Last Modified: 15 Jun 2017 11:51

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