Marketing Challenges in Entrepreneurship: Perspectives from Business Students

This study explores the marketing challenges perceived by aspiring entrepreneurs, focusing on undergraduate business students’ perspectives. Drawing on an empirical qualitative approach, this research utilizes data from semi-structured interviews with 31 students at a midwestern U.S. university to examine key barriers that hinder business development and growth. The research identifies five key themes: budget constraints, customer identification and engagement, branding and market differentiation, digital marketing barriers, and the role of education. The findings reveal that financial limitations and resource constraints hinder students’ ability to implement effective marketing strategies, while limited practical experience complicates customer engagement and market research efforts. Additionally, participants emphasized challenges in establishing distinct brand identities and adapting to rapidly evolving digital marketing tools. These insights align with existing entrepreneurial marketing theories, reinforcing the role of adaptability and resourcefulness in early-stage business ventures. Education emerged as both a strength and an area for improvement, with students valuing theoretical foundations but identifying gaps in hands-on, experiential learning opportunities. This study contributes to entrepreneurial marketing literature by highlighting the interplay between resource constraints, creativity, and adaptability in understanding marketing challenges. It further underscores the importance of integrating digital marketing competencies and alternative financing strategies, such as crowdfunding and fintech solutions, into entrepreneurship education. It also emphasizes the need for educational reforms that integrate practical applications, mentorship, and digital marketing training to prepare students for real-world entrepreneurial endeavors. By addressing these gaps, the findings offer actionable insights for educators, policymakers, and entrepreneurial support systems to better equip aspiring entrepreneurs for sustainable success.