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Building a Marketing Curriculum to Support Courses in Social Entrepreneurship and Social Venture Competitions

Seattle Pacific University, Washington, rschlee{at}spu.edu

Mary T. Curren

California State University, Northridge

Katrin R. Harich

California State University, Fullerton

This study examines the implications of the increased popularity of social enterprise programs and social venture competitions for the marketing curriculum. Social enterprise programs and competitions are often offered outside the school of business and target students from a variety of academic backgrounds. Although social enterprises use business skills to solve social problems, the specific marketing skills required differ from those covered in most marketing curricula. This article recommends some changes in emphasis and/or scope to specific areas in the marketing curriculum and includes an outline of the proposed marketing curriculum for social enterprise programs.

Key Words: social venture • social entrepreneurship • social enterprise

This version was published on April 1, 2009

Journal of Marketing Education, Vol. 31, No. 1, 5-15 (2009)
DOI: 10.1177/0273475308324087


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