1. ©Strachan, L.K. (2009). ISBE 2009 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 ISBE Nov 09

3. Conceptual model External influences PESTLE Culture Subculture Demographics Social Status Reference Groups Family Self-Concept and Perceived or real Barriers Internal influences Perception Learning & Skills Memory Motives, Intention Personality, Age and life cycle stage Emotions Beliefs, Attitudes Knowledge Lifestyle Resources Input Awareness/ unawareness of skills needed by ME’s How do ME’s want to learn? Previous experiences And effects Educators Delivery systems Gap analysis, Changes New model Output 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. ISBE 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 ISBE Nov 09