©Strachan, L.K. (2009). ISBE 2009

When life gets in the way of learning: How do Micro Enterprises want to learn? By Lesley StrachanNovember 2009

Aims

To evaluate the external and internal influences including self-concept(s), perceived or real barriers that impact on an individuals learning decision

To examine the learning needs of Micro Enterprises and how they desire to engage with educators to learn marketing skills

To critically evaluate whether educators can deliver marketing skills to Micro Enterprises to meet their needs and desires more effectively in the future

ISBE Nov 09

Conceptual

model

External influencesExternal

influences

PESTLECulture

SubcultureDemographicsSocial Status

Reference GroupsFamily

PESTLECulture

SubcultureDemographicsSocial Status

Reference GroupsFamily

Self-Conceptand

Perceived orreal

Barriers

Self-Conceptand

Perceived orreal

Barriers

Internalinfluences

InternalinfluencesPerception

Learning & SkillsMemory

Motives, IntentionPersonality,

Age and life cycle stage

EmotionsBeliefs, Attitudes

KnowledgeLifestyle

Resources

PerceptionLearning & Skills

MemoryMotives, Intention

Personality, Age and

life cycle stageEmotions

Beliefs, AttitudesKnowledge

LifestyleResources

Inp

ut

Inp

ut

Awareness/unawareness

of skills needed by

ME’s

Awareness/unawareness

of skills needed by

ME’s

How do ME’s want to learn?

How do ME’s want to learn?

Previousexperiences

Andeffects

Previousexperiences

Andeffects

Educators Deliverysystems

Educators Deliverysystems

Gap analysis,Changes

New model

Gap analysis,Changes

New model

OutputOutput

Figure 1

Methods

Quantitative primary research survey with 200 randomly selected Micro Enterprises in Hampshire, UK across all sectors. Opt in questionnaire, e-mail or post.

Qualitative primary research using a naturalistic approach with a random selection of 20 Micro Enterprises from the quantitative survey. Personal one-to-one interviews.

ISBE Nov 09

Implications

Gaps in knowledge revolve around how educators could better interact with Micro Enterprises

Learning needs to be meaningful and productive to Micro Enterprises

Educators are not fulfilling their customers’ needsThese needs must be met if the UK economy is to

be successful in a global economyThis work could be valuable to all educators who

have contact with this sector

ISBE Nov 09