Abstract
ABSTRACT Service-Learning (SL) is a teaching method utilizing experiential learning and meaningful community service. Although SL is proven to be an effective high-impact teaching strategy, more research is needed to illustrate how SL marketing courses can provide high societal impact. Based on student reflection activities and in-depth interviews with 20 community partners, this paper offers a means for maximizing societal impact. The findings identify seven core components of SL pedagogy: commitment, customized offerings, clear and consistent communication, collaboration and transformation, community compassion, critical reflection, and continuous improvement. Building upon these “7 Cs of SL,” two additional Cs of service learning deliver high societal impact: (1) co-creation of value for all constituents and (2) cyclical partnerships. The findings are discussed with specific applications for marketing courses.
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