Service-Learning in Higher Education Marketing Courses: The Use of a Marketing Plan

Abstract

This work focuses on presenting a service-learning experience, resulting from the concern of the teaching staff as to the extent to which students of the business faculty, in particular marketing students, acquire a service orientation during their degree studies, as this can help guide them in their future careers. As such, service-learning methodology is proposed as an appropriate means to foster a service orientation. The results show that service-learning can stimulate a service orientation in students, help develop a social dimension and gain knowledge of marketing. This specific service-learning experience involved developing a marketing plan in profit and non-profit organizations.