The effect of demographic variables upon university students’ service-learning experiences in marketing

Purpose of the Study: The components of a successful service-learning (SL) program are Intended Outcomes, Program Environment and Student Characteristics. Much has been written about the first two factors, but little empirical research is available concerning Student Characteristics or SL in marketing courses. The study examines the impact of various demographic characteristics on student outcomes. Method/Design and Sample: A questionnaire was developed utilizing items from a survey instrument designed for assessing the impact of service-learning by the Center for Academic Excellence at Portland State University. Data were gathered from thirty-eight sections of a marketing course over a period of eight years, resulting in 2,135 usable student surveys. Results: The findings indicate that academic major, age and ethnicity had a strong impact upon student SL experiences in marketing. Gender had only a minor impact on these student outcomes. The results indicate that some adjustments, with respect to program or project design, may be needed for certain students. Value to Marketing Educators: Faculty considering the implementation of SL assignments in their courses should be made aware that student diversity does indeed make an impact on the SL experience in marketing. This information would allow faculty to offer their students the very finest service-learning experience available.