Abstract

This chapter traces the growth of the SME Marketing course (in small and medium-sized organization marketing) at a London university from a miniscule six students in the first cohort enrolled on the programme in 2005/06 to more than 100 in 2011/12. Drawing upon participant observation, and action research aided with the use of in-depth interviews, the chapter highlights a considerable increase in the enrolment figures since the course launch, and thereby clearly demonstrates the popularity of the module, as well as how the university has positioned itself as an entrepreneurial entity in tune with the reality of the society. However, although the study could be seen as enlightening in some ramifications, its key limitation is in its inability to generalize the findings. Nonetheless, a slightly different perspective on the entrepreneurial university is highlighted, by focusing on how a single module launch could enhance and elevate the entrepreneurial mindsets of students.