An Incubator Approach in the New Social and Economic Landscape for WIL Industry Partnerships in Marketing Education

The purpose of this paper is to present the concept of a “Incubation for Professional Experience” as an example of providing experiential learning opportunities in an accounting degree program. It presents an inclusive model for university–industry partnership in accounting education going beyond providing usual field practicum. In doing so, this paper analyzes the motives, challenges, interactions and benefits for engaging in partnerships for WIL. It proposes an alternative type of stakeholder partnership and a collective responsibility for overcoming the traditional WIL challenges for marketing students.