APRIL 2000JOURNAL OF MARKETING EDUCATION A Theoretical and Practical Framework for Service-Learning in Marketing: Kolb’s Experiential Learning Cycle

The purpose of this article is to provide a framework for the design and implementation of service-learning courses in marketing. First, this article describes an experiential learn-ing framework to be used as a guide for planning, designing, implementing, and evaluating a service-learning course. Sec-ond, this article specifies in detail service-learning imple-mentation strategies for particular marketing courses. Third, this article describes actual methodology and outcomes of a service-learning case history for a consumer behavior course. Service-learning is a pedagogical process whereby students participate in course-relevant community service to enhance their learning experience. Service-learning can be incorpo-rated into a curriculum in different specific forms—class projects, internships, “fourth-credit ” options, and so on. Bu