Service-Learning in a Nonprofit Marketing Course: A Comparative Case of Pedagogical Tools

Abstract

Service-learning has been explored from a number of perspectives, however, this research examines the use of service-learning as a pedagogical tool in a nonprofit marketing course and compares it with other pedagogical tools such as case studies, analysis and discussion, lectures, textbooks, guest speakers, and current readings. Overall it was found that the service-learning project was perceived by students as being the best pedagogical tool in terms of increasing the students' knowledge of nonprofit marketing, understanding the difference between nonprofit and for-profit marketing, developing marketing strategies for nonprofit organizations, and using marketing tools. A variety of service-learning experiences that fostered civic engagement are offered as examples along with the service-learning format and the instructor's role in facilitating active engagement within the community.