Service Learning in the Marketing Curriculum: Faculty Views and Participation

Abstract

This article provides an overview of service learning, introduces a measurement protocol, presents findings from a national survey of marketing professors, and offers insights into how better to integrate service learning into the curriculum. Using Cleary and Benson's (1998) typology of service learning and Andreasen's (1995) stages of behavior change, we develop a means of measuring faculty participation in five types of service learning. The findings provide insight into the types of service learning faculty are currently participating in and their perceptions of service learning inputs and outcomes. Finally, we identify ways to increase marketing faculty participation in service learning.