RT Book, Section
T1 Service-Learning in Higher Education Marketing Courses: The Use of a Marketing Plan
A1 Vázquez-Carrasco, Rosario
A1 Olavarría Jaraba, Ana
A1 Grott, Emily Mary
A1 Ramón-Jerónimo, María Ángeles
K1 Service learning
K1 Marketing teaching
K1 Service orientation
K1 Service dominant logic
AB 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.
PB IGI Global
YR 2024
FD 2024-03-18
LK https://hdl.handle.net/10433/22139
UL https://hdl.handle.net/10433/22139
LA en
NO Vazquez-Carrasco, R., Olavarria-Jaraba, A., Grott, E. M., & Ramon- Jeronimo, M. A. (2024). Service-Learning in Higher Education Marketing Courses: The Use of a Marketing Plan. In Applications of Service Learning in Higher Education (pp. 261-288). IGI Global.
NO This work has been financed by the 5th Research plan of Pablo de University Olavide. Call A2: Grants for the concurrency to the National Research Plan, Reference: PID2020-117676GB-I00 and by the European Regional development fund (ERDF) and by the Department of Economy, Knowledge, Firms and University of the Junta de Andalucía, in the framework of the operative program ERDF Andalucía 2014-2020. Specific objective 1.2.3.  «Promotion and generation of frontier knowledge and knowledge oriented to the challenges of society, development of emerging technologies») within the framework of the reference research project UPO-1380797. ERDF co-financing percentage 80%.
NO Organización de Empresas y Marketing. Universidad Pablo de Olavide.
DS RIO
RD May 13, 2026