Assessing the impact of the Educators Mentorship Pedagogy (EMP) on sales performance among diploma-level students

The traditional entrepreneurship education (EE) in conventional formats needs to include effective components for behavioral change. This is an exploratory study of Educators Mentorship Pedagogy (EMP) framework utilizing Traditional Teaching (TTC), Psychosocial Mentorship (PTM), Career-Related Function (CRF) and Peer Mentoring (PMM) to determine the basis of recommendation for real-world sales performance. A qualitative multiple-case study was conducted analyzing 10 student groups across a four-week project assignment for business opportunities at an institution in Malaysia. The intervention embedded mentorship into weekly tutorials to convert explicit theoretical frameworks into tacit experience. Findings show that while TTC established the cognitive foundation, PTM and PMM were essential in mitigating the "fear of failure" and building sales resilience. Despite time and resource constraints, top cases achieved significant market traction: BrosJelly sold 360 units (RM720 revenue), Cakesistars sold 341 units (RM341 profit commission), and Kemamzz sold 200 units. Results demonstrate that structured, multidimensional mentorship effectively bridges the "knowledge-action gap," enabling diploma level students to achieve high-volume sales and operational efficiency. This study validates EMP as a superior pedagogical tool for driving tangible performance outcomes in the Malaysian Higher Learning Institution (HLI) ecosystem.