Journal of Entrepreneurship Education (Print ISSN: 1098-8394; Online ISSN: 1528-2651)


Franchise Education in The United States: A Content Analysis of Syllabi from U.S. Business schools

Author(s): Denise M. Cumberland, Jenny Buchan, Ben Litalien

As entrepreneurship education has broadened to include franchising as an independent course, the authors sought to understand what elements of a paradigm may be operating. The study presents findings from a content syllabi analysis of 25 stand-alone franchising courses offered in business schools across the United States. The authors identify key characteristics of the higher education institutions offering these courses and explores what the curriculum includes, how the courses are being taught, and by whom. Findings show both Introductory and Advanced courses are available. The majority of Introductory courses cover both the franchisor and franchisee perspectives, but the Advanced courses take either a franchisor or a franchisee orientation. There is some limited agreement on a paradigm for what content is covered in the Introductory courses, but little consistency in course texts. As franchising represents a popular entry path for small business ownership, this study identifies what academia is offering prospective or nascent entrepreneurs.