Purpose

After reviewing the literature focused on real-world course–client marketing projects as well as the literature regarding teaching entrepreneurial marketing (EM), the current paper assesses a census population (N = 106) of course–client projects selected by the current author via Riipen – an online course–project matching hub – for marketing courses taught from Spring 2018 through Spring 2023. The purpose of this paper is to uncover and explore the degree of EM teaching relevance of said course projects over the five-year span indicated.

Design/methodology/approach

All Riipen-sourced course–client projects selected by the current author for marketing courses taught from Spring 2018 through Spring 2023 (N = 106) were reviewed so that broad project-level and firm-level characteristics and trends – especially EM relevance – could be excavated and assessed over the five-year/10-semester span. In addition, an in-depth qualitative primacy-recency/bookend approach was taken with regards to the first semester (Spring 2018) and the most recent semester (Spring 2023).

Findings

The main finding is that Riipen-sourced course–client projects exhibited an increasingly high degree of EM relevance between Spring 2018 through Spring 2023. Project representatives at the founder/co-founder level or the equivalent made up only 20% of the pool in Spring 2018 yet constituted slightly over 94% of the pool by Spring 2023. Similarly, whereas only 33% of firms sourced and selected in Spring 2018 were in startup mode, fully 100% of firms selected in Spring 2023 were in startup mode.

Research limitations/implications

The population of 106 Riipen-sourced-and-selected course–client projects do not represent a statistically valid basis for “apples-to-apples” comparisons because: the population of projects was spread across multiple courses and across multiple semesters over a five-year span where many shifts and trends were ongoing – including impacts to course-delivery modality due to COVID-19, and it is likely that unconscious idiosyncratic biases of the current author were operant during selection. Moving forward, researchers are encouraged to pursue questions such as the following: are there statistically significant EM-related learning outcomes that differ for students paired to projects that vary across the preliminary project taxonomy detailed?

Practical implications

Many practical teaching recommendations regarding effective ways to source, select and integrate high-EM course–client projects into otherwise standard-issue marketing courses are made. The paper also serves as something of a primer on how best to source and adapt Riipen marketing projects. Cautionary teaching notes and recommendations based on the current author’s observations are also shared.

Social implications

Over the course of the five-period (Spring 2018 through Spring 2023), it was observed that a rapidly increasing percentage of firms on the Riipen platform self-identified as female-owned, minority-owned and/or LGBTQ-owned. Similarly, a moderately increasing percentage of marketing projects with “social entrepreneurship” and/or “social impact” and/or “environmental impact” elements were posted to the platform.

Originality/value

To the best of the author’s knowledge, this is the first peer-reviewed journal article to explore the EM value of real-world course–client marketing projects sourced via Riipen.

中文翻译：

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采购和共同创建课程客户创业营销 (EM) 项目

目的

在回顾了现实世界课程客户营销项目以及有关创业营销 (EM) 教学的文献之后，本文评估了当前作者通过以下方式选择的课程客户项目的人口普查人口 (N = 106) ： Riipen – 一个在线课程-项目匹配中心 – 用于从 2018 年春季到 2023 年春季教授的营销课程。本文的目的是揭示和探索所述课程项目在所示五年时间内的 EM 教学相关性程度。

设计/方法论/途径

当前作者为 2018 年春季至 2023 年春季教授的营销课程（ N = 106）选择的所有 Riipen 课程客户项目都经过审查，以便可以了解广泛的项目级别和公司级别的特征和趋势，尤其是新兴市场相关性。在五年/十个学期的跨度内进行挖掘和评估。此外，我们对第一学期（2018 年春季）和最近一个学期（2023 年春季）采取了深入的定性首要-新近/书挡方法。

发现

主要发现是，从 2018 年春季到 2023 年春季，Riipen 来源的课程客户项目表现出越来越高的 EM 相关性。创始人/联合创始人级别或同​​等级别的项目代表仅占春季项目池的 20%到 2023 年春季，2018 年的企业数量仍略高于 94%。同样，虽然在 2018 年春季采购和选择的公司中只有 33% 处于初创模式，但在 2023 年春季选择的公司中，100% 都处于初创模式。

研究局限性/影响

106 个 Riipen 来源和选择的课程客户项目的总体并不代表“同类”比较的统计上有效的基础，因为：项目的总体分布在多个课程和多个学期中，超过五年在这一年里，许多转变和趋势正在持续发生——包括 COVID-19 对课程交付方式的影响，并且当前作者的无意识的特殊偏见很可能在选择过程中发挥作用。展望未来，鼓励研究人员提出以下问题：对于与初步项目详细分类中不同的项目配对的学生来说，是否存在统计上显着的与 EM 相关的学习成果？

实际影响

许多实用的教学建议涉及如何有效地寻找、选择高级管理课程客户项目并将其整合到其他标准的营销课程中。这篇论文还可以作为关于如何最好地寻找和调整 Riipen 营销项目的入门读物。还分享了基于当前作者观察的警示性教学笔记和建议。

社会影响

在这五个时期（2018 年春季至 2023 年春季）中，我们观察到，Riipen 平台上自我认定为女性所有、少数族裔所有和/或 LGBTQ 拥有的公司比例迅速增加。同样，带有“社会创业”和/或“社会影响”和/或“环境影响”元素的营销项目在平台上发布的比例也略有增加。

原创性/价值

据作者所知，这是第一篇同行评审的期刊文章，探讨了来自 Riipen 的真实世界课程客户营销项目的 EM 价值。