Service Learning Inputs and Outcomes in a Personal Selling Course

被引：21
作者：
Hagenbuch, David [1 ]
机构：
[1] Messiah Coll, Dept Management & Business, Mkt, 1 Coll Ave,Box 3042, Grantham, PA 17027 USA
来源：
JOURNAL OF MARKETING EDUCATION | 2006年 / 28卷 / 01期
关键词：
service learning; personal selling; experiential learning; sales training; nonprofit marketing;
D O I：
10.1177/0273475305280882
中图分类号：
G40 [教育学];
学科分类号：
040101 ; 120403 ;
摘要：
To improve the use of service learning in the marketing curriculum, Petkus (2000) recommended that future research focus on empirical studies of service learning in specific marketing courses. Personal selling represents a key component of marketing that is quite amenable to service learning, yet very little research has examined the use of service learning in a personal selling course. This study seeks to remedy this omission by describing the inputs and outcomes of a service learning-based Sales Project that forms the cornerstone of a unique approach to teaching personal selling. Quantitative and qualitative analysis provide evidence that the class Sales Project is associated with numerous benefits for the course's students and nonprofit partners.
引用
收藏
页码：26 / 34
页数：9
相关论文
共 50 条
  • [1] Alessandra Anthony J., 1977, CONT MARK THOUGHT 19, P262
  • [2] ANDREASEN AR, 1982, HARVARD BUS REV, V60, P105
  • [3] Avila R.A., 1991, MARKETING ED REV, V1, P54
  • [4] Beckman Mary, 2003, TRANSFORMATIONS, V19, P77
  • [5] Bennett G., 2003, J EXPT ED, V26, P61, DOI DOI 10.1177/105382590302600203
  • [6] Bobbitt L. M., 2000, J MARKETING ED, V22, P15, DOI [10.1177/0273475300221003, DOI 10.1177/0273475300221003]
  • [7] Bowman Karen, 1998, NONPROFIT WORLD, P42
  • [8] Boyer E. L., 1990, SCHOLARSHIP RECONSID
  • [9] Brehm J, 1960, ATTITUDE ORGAN CHANG, P1
  • [10] Chickering Arthur W., 1976, EXPERIENTIAL LEARNIN, P62
12345