Association of Marketing Theory and Practice Proceedings 2020

Document Type

Conference Proceeding

Conference Track

Marketing Education/ The Dynamic Business School


Since CSR is an interdisciplinary topic, a CSR service learning project, too, should be interdisciplinary. Accordingly, Marketing was selected to be combined with the CSR service learning project. Since careful planning and design are paramount for service learning projects, a model is shared that was implemented in three undergraduate hybrid CSR classes. Three deliverables are discussed: The first is a CSR Marketing Analysis Report to guide students in their evaluation of an organization’s marketing initiatives permitting students to then analyze what new/enhanced marketing initiatives were needed. The second is a CSR Marketing Action Plan to identify marketing initiatives to complete. The third is a Final Presentation and Reflection Paper. Appendices contain templates, skill inventories, and letters as examples. Last, marketing results are thematically discussed along with a thematic discussion of the impact.

Included in

Marketing Commons