Bridging Aspirations: The Interplay of Entrepreneurial Marketing Education in Shaping Entrepreneurial Intention

Universities play a pivotal role in fostering entrepreneurship, recognized as a critical factor for economic growth and innovation. The imperative of universities extends beyond traditional academic functions, encompassing a responsibility to cultivate an entrepreneurial mindset among their students. Acknowledging the influential role of Entrepreneurship Education (EE) in shaping students' Entrepreneurial Intention (EI) and subsequent success as entrepreneurs, this study explores the challenges and opportunities associated with the current state of EE initiatives.

Drawing upon the works of Heiko et al. (2018), Walter et al. (2011), Azamudin et al. (2017), Samuel et al. (2013), Sascha and Jörn (2016), and Oosterbeek et al. (2010), the research seeks to address the gaps identified in prior studies. Notably, Oosterbeek et al. (2010) highlighted that, despite the widespread implementation of EE, the anticipated objectives have often fallen short, and there is a tendency to underestimate students' Entrepreneurial Intention. This discrepancy calls for a critical examination of the effectiveness of current EE practices and underscores the urgency of recalibrating strategies to meet the intended outcomes.

The overarching goal of this research is to contribute to the ongoing discourse on entrepreneurship within the university setting. By analyzing existing literature, the study aims to delineate the strengths and weaknesses of current EE approaches, emphasizing the pressing need for more targeted and impactful interventions. As Azamudin et al. (2017) and Jones and Hegarty (2011) have argued, there is a consensus among scholars about the imperative to elevate the prominence of EE in universities.

In conclusion, this research advocates for a reevaluation of the role of universities in instilling an entrepreneurial spirit among students. By understanding the intricacies of Entrepreneurship Education and its impact on students' Entrepreneurial Intention, institutions can tailor their approaches to better align with the desired objectives. The findings of this study contribute to the broader conversation on enhancing the effectiveness of EE initiatives, ensuring that universities remain at the forefront of cultivating future generations of innovative and successful entrepreneurs