A Theoretical and Practical Framework for Service-Learning in Marketing: Kolb’s Experiential Learning Cycle

Abstract

The purpose of this article is to provide a framework for the design and implementation of service-learning courses in marketing. First, this article describes an experiential learning framework to be used as a guide for planning, designing, implementing, and evaluating a service-learning course. Second, this article specifies in detail service-learning implementation strategies for particular marketing courses. Third, this article describes actual methodology and outcomes of a service-learning case history for a consumer behavior course.