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

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

2. 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 Nov 09

3. Conceptual model External influences PESTLE Culture Subculture Demographics Social Status Reference Groups Family Awareness/ unawareness of skills needed by ME’s Input Output Self-Concept and Perceived or real Barriers How do ME’s want to learn? Educators Delivery systems Gap analysis, Changes New model Internal influences Previous experiences And effects Perception Learning & Skills Memory Motives, Intention Personality, Age and life cycle stage Emotions Beliefs, Attitudes Knowledge Lifestyle Resources Figure 1

4. 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. Nov 09

5. 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’ needs • These needs must be met if the UK economy is to be successful in a global economy • This work could be valuable to all educators who have contact with this sector Nov 09