The Entrepreneurial University: A Exploration of a value-creation in a non-Management department

Purpose:
This study highlights the strategies undertaken by “entrepreneurial” universities to leverage their bottom-line especially in response to withdrawals of public funding. Internationalisation has been the most prominent from setting-up overseas branch campuses to aggressive recruitment drives for international students; and more recently, the launch of new programmes to attract a wider market.

Design/Methodology/Approach:
Based on a documentary analysis, this study explores the future of curriculum development in entrepreneurial universities, using narratives around an “unconventional course” launch as a case illustration.

Findings:
The findings reveal an interesting interaction of innovation, opportunity recognition, risk taking, and proactiveness at play within a university environment. The study also highlights how instructors have, in the past, based their syllabi on celebrities – from Georgetown University to the University of South Carolina, University of Missouri and Rutgers University cutting across departments from English through sociology to Women’s and Gender Studies.

Research limitations/implications:

Practical implications:
Overall this study captures the relationship between hip-hop artistry and poetry, as well as meeting the demands of society – societal impacts – not the least, bringing “street cred” into the classroom.

Social implications:
The case illustration of a course launch at the University of Missouri linking hip-hop artists to curriculum development and pedagogy, opens up the discourse on the future trajectory of teaching and learning in higher education, with its attendant social implications – not the least for life after graduation.

Originality/value:
This study provides fresh insights into the entrepreneurial potential of universities in co-branded/ marketing activities with the hip-hop industry.