The implementation of service learning in marketing education: A case at university of economics - the university of Danang

Abstract

In this study, the authors conducted a research on the implementation of service learning – a form of experiential learning under which students apply theoretical knowledge to “real world” situations, and, at the same time, they connect the service experience to the course content. 386 students participating in the research showed improvements marketing knowledge, critical thinking, teamwork skill and career attitude from the beginning to the end of the semester. In addition, the students’ social responsibility were detected as the major benefit from engaging in a service learning course. The findings of this study suggest that service learning contributes to students’ academic learning and personal and social development.