SOCIAL MARKETING AND ENTREPRENEURIAL EDUCATION: THE CASE OF JUNIOR ACHIEVEMENT

Abstract

Junior Achievement Portugal (JAP) is a nonprofit organization dedicated to developing entrepreneurial and financial education among youth through active, experiential learning approaches. This case examines the “A Empresa” program, in which students create mini-companies and engage in real-world management and innovation processes. The analysis presents the program’s objectives, target audience, social marketing strategies, and the role of corporate partners in sustaining the initiative. It also highlights how the program strengthens the connection between schools and the labor market, supporting essential skill-building among young participants. Finally, the case discusses impacts, scalability challenges, sustainability issues, and the need for stronger long-term impact evaluation.