In the age of automation and artificial intelligence, the need for sustainable entrepreneurship for job creation has significantly raised. For the development of sustainable entrepreneurship in recent years, business schools worldwide have recognised their roles, and started providing entrepreneurship education (EE). Due to being in emerging phase, the EE at business schools is following pedagogic approaches that are not exclusively developed for entrepreneurship, and hence, not suitable with the practical entrepreneurial needs. This leaves graduates lacking in many types of entrepreneurial skill-sets. One of those key skill-sets is entrepreneurial marketing (EM), which is one of the most dominating problems for SME entrepreneurs for the survival and growth of their businesses. Furthermore, the literature highlights that lack of EM skill-set is also one of the leading causes of entrepreneurial failure. The failure of SME entrepreneurs not only discourages them, but also damages the initiatives taken by the governments and private institutions for entrepreneurship development in the economies. Thus, considering the critical importance of EM education for the development of entrepreneurship, this paper has highlighted the pedagogical gaps in EM education, proposed future research avenues, and made practical implications for business schools' academic authorities to upgrade their pedagogical models.

Abstract:The study aimed to analyse the impact of brand image, brand perception, brand preference and brand loyalty on consumer purchase intention in the FMCG industry of Pakistan. It also used entrepreneurial marketing as moderator between the association of brand loyalty, brand perception, brand image and brand preference with purchase intention. The study has used quantitative explanatory research design. In this concern, a sample of 424 responses was collected using convenience sampling technique from different self-service stores and mega malls of Karachi city, Pakistan. Survey instrument was adapted from numerous past literatures and designed on fivepoint Likert measurement scale. The results and findings of the study showed that brand loyalty, brand perception and brand preference have statistically significant and positive impact on purchase intention. Among the three statistically significant variables, brand loyalty has most impact on purchase intention, followed by brand preference and least influenced by brand perception. Additionally, the results showed that entrepreneurial marketing moderates the relationship of brand loyalty, brand perception and brand preference with purchase intentions of consumer toward FMCG brands in Pakistan. However, the results interestingly showed that brand image does not influence purchase intention and also, entrepreneurial marketing does not moderate its relationship with purchase intention in regards to FMCG brands in Pakistan. The study also showed that combination of all the variables has strength to predict 34.1 percent of purchase intention in regards to FMCG brands of Pakistan. The study further provides conclusion, managerial recommendations and future research directions.