2007•Journal of Nonprofit & Public Sector MarketingRequires access

Service-Learning Programs: What Are Universities Selling to Students?

Lynda St. Clair, Mary Tschirhart

Abstract

Service-learning, in which students learn course concepts as they carry out community service, is becoming more common in higher education. This paper analyzes promotional material for service-learning opportunities found on twenty-one university Websites. The study reveals that the Websites are promoting a range of benefits from participation in service-learning. The paper concludes with a discussion of ethical as well as practical implications of how service-learning opportunities are being marketed online.

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Key concepts: Service-learning, Service (business), Business, Service design, Public relations, Marketing, Higher education, Community service