ERIC Number: EJ1130255
Record Type: Journal
Publication Date: 2015
Abstractor: As Provided
Using a Service Audit Project for Improving Student Learning in a Service-Marketing Course
Gonzalez-Padron, Tracy; Ferguson, Jeffery M.
Marketing Education Review, v25 n2 p99-116 2015
Service-marketing education provides students customer service skills sought by employers who recognize the relationship between service and profit. Students in service marketing benefit from active-learning activities with actual organizations to apply customer service frameworks taught in the course. The purpose of this paper is to describe an experiential team project taught through collaboration with a local Better Business Bureau (BBB). Descriptions of the class project address challenges with group and experiential-learning projects. The paper provides suggestions for working with a local business organization for service marketing team projects.
Descriptors: Audits (Verification), Service Learning, Marketing, Employers, Correlation, Active Learning, Teaching Methods, Experiential Learning, Teamwork, Student Projects, Cooperation, National Organizations, Awards, Evaluation Criteria, Peer Evaluation, Feedback (Response), Course Descriptions, Success, Recruitment, Business, Undergraduate Students
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Publication Type: Journal Articles; Tests/Questionnaires; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A
Grant or Contract Numbers: N/A