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Purpose
The purpose of this paper is to empirically examine how entrepreneurship education is being marketed to students within the Canadian university sector.
Design/methodology/approach
A content analysis of the webpages representing 66 entrepreneurship education programs in Canada is performed.
Findings
Entrepreneurship education is found to be framed as providing students with a collaborative learning experience, useful hands-on skills with real world applications and an entrepreneurial mindset.
Research limitations/implications
This study looks at only one type of promotional material, and thus, further research is needed to triangulate its findings.
Originality/value
This is the first study that empirically examines the marketing of entrepreneurship education in Canada.
© Emerald Publishing Limited
2017
Emerald Publishing Limited
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