Entrepreneurship Higher Education in Europe

Document from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing University of Sannio course: Entreprenership/Marketing language: English abstract: 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 identif