CREATING LIFELONG LEARNING THROUGH SERVICE-LEARNING

Challenges continue for higher education to improve learning outcomes and better prepare graduates for successful careers. Service-learning, an instructional method that integrates theoretical learning with real life experimentation and community service, offers the positive impacts of its pedagogy in enhancing students’ learning and personal growth. This study measures critical aspects of learning in multiple marketing courses using the same applied project. Data are compared to the same courses during prior semesters and for the study semester from three perspectives – the students, the instructor, the businessperson. Analysis includes comparing higher and lower performing students based on examination scores, project grades, and between examinations and projects. The results from each of the three perspectives were that the service-learning project and course learning were successful. Furthermore, the findings have implications to and demonstrate the critical importance of first learning knowledge (textbook) then its applications (project), the integration of not only the content and its application but also across different courses, and the role of team teaching in creating lifelong learning.