AN ENTREPRENEURSHIP FRAMEWORK IN THE NEW VENTURE CREATION AMONG ART EDUCATION STUDENTS

Abstract

Entrepreneurship education has a bearing on new venture creation of economic growth, promoting a variety of products and services, stimulating investments, and creating jobs. The main elements behind entrepreneurship particularly for new venture creation processes have been widely highlighted by researchers. The role of various media applications and platforms in learning can be accessed through the Internet enables to expand businesses globally. This study aims to build an entrepreneurship framework in the context of integrated entrepreneurship among university students. The study applied an action research approach conducted through focus group [N=20] involving 104 art education students attending the Integrated Entrepreneurship course. Data were collected through 14 weeks’ observation of lectures and documents gathered. The observation emphasised students’ creativity in producing a business plan, art product, and product advertisement video. The roles of entrepreneurship education are to educate students to understand entrepreneurial activities as well as developing an entrepreneurial attitude and the intention to lead a business. Therefore, this study had established a Cyclic Framework for Creative and Innovative Entrepreneurship by integrating ICT in the promotion of art products. Document analysis was conducted to identify the emerging factors in relation to the entrepreneurship environment among students. Findings from the study show that an entrepreneurship framework should have five factors to achieve better performance and higher productivity in academic entrepreneurship.