Assessing Service-Learning Outcomes in a Principles of Marketing Course: A Team-Based vs. Individual-Based Approach

Abstract

This paper provides a discussion of assessment outcomes of service-learning assignments for students in a marketing course. Specifically, the coverage includes a description of service-learning, the formulation of service-learning objectives, the utilization of service-learning assignments for marketing students, and assessment methods for service-learning objectives. Further, it sets forth the results of an empirical study to measure service-learning outcomes for students in a marketing principles course. The results include data that was collected at a Western U.S. university over an eight-year period. The inquiry indicates that many of these students benefit from a service-learning project with regards to their career, academics, personal development, and civic responsibility. The results also demonstrate that team-based service-learning projects tend to receive more positive assessments than individually-based projects across career, personal development, and civic responsibility outcomes.