In the project-based component, students interview business owners and business managers and report back to the class in form of a written paper and an oral presentation. Unpublished data (from 1995 to 2009) provided by Student Affairs and Development Division, Universiti Sains Malaysia specifically Student Personality Development Section, and Centre for Curriculum Programme. Since 1995, 190 firms were started, of which 100 in the period 2005-09 (IPTTN (National Higher Education Research Institute) 2010). Universiti Sains Malaysia’s “3-track promotion exercise” based on research, teaching and community engagement or industry collaboration provides a promising tool for rewarding and incentivising community engagement and entrepreneurship support.