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The Marketing Institute & MES Make Mementum

Posted By The Marketing Institute & the Department of Marketing, Entrepreneurship & Strategy Ulster University, 24 October 2016

The Marketing Institute of Ireland and the Department of Marketing, Entrepreneurship and Strategy at Ulster University recently made metric-centric momentum, by collaborating in the staging of a ‘MEMETRICKS Symposium’, facilitating current and future marketing educators to exchange perspectives on the developmental and enabling tricks of the entrepreneurial learning and teaching trade which equip marketing professionals to meet performance expectations and standards.

Dr Ponsonby-McCabe, the Department Learning and Teaching Coordinator & Advisor highlighted that “this initiative was welcomed by colleagues, who, at the time of its launch, were becoming increasingly aware of the growing need for marketing educators and graduates to creatively and strategically align their practices with key 'metrics'. The symposia, which examine different aspects of innovative learning and teaching theory and practice, operate under the MEMETRICKS banner, reflecting the differing chairpersons' roles in unveiling and sharing the tricks of the metrics trade in their respective areas of expertise”. 

Dr Pauric McGowan, who is Professor of Entrepreneurship at the Ulster University Business School, chaired the recent MEMETRICKS symposium which he titled ‘On becoming an ‘entrepreneurial’ educator’. He argued that the fundamental principles of entrepreneurship which depict it as being about challenging the status quo in ways that make a positive difference to peoples’ lives as well as about taking positive action to initiate change, were pertinent in challenging educators to become more entrepreneurial in how they helped their students learn. Starting a business venture is only one context in which the entrepreneurial person is active. Other contexts are self-employment or as an entrepreneurial employee engaged in growing a business or a social enterprise.  

Dr McGowan noted the importance of “recognising the difference in an approach that focuses on learning ‘for’ versus learning ‘about’ entrepreneurial engagement”, highlighting that this is “a key ingredient in becoming an ‘entrepreneurial’ educator”. With respect to his own professional practice, Dr McGowan outlined that “different learning approaches have sought to recognise the ‘individual in the learner’ where possible”; and, with regard to wider approaches, suggested a more recent “shift from ‘learning by transmission’ or ‘passive learning’ towards more ‘problem solving’ and ‘active engagement/learning’”. 

Dr McGowan’s core message was that “the marketing educator who tunes into his or her own entrepreneurial potential, draws on an intimate, research and practice based knowledge of his or her subject, and is highly empathetic. He or she recognises the potential for co-learning, demonstrates mutual respect, is passionate about learning (their own and that of others), and desirous of making a lasting impact- of making a difference in how marketing practitioners think and act”. 


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