Service-Learning Programs: What Are Universities Selling to Students?

ABSTRACT

Service-learning, in which students learn course concepts as they carry out community service, is becoming more common in higher education. This paper analyzes promotional material for service-learning opportunities found on twenty-one university Websites. The study reveals that the Websites are promoting a range of benefits from participation in service-learning. The paper concludes with a discussion of ethical as well as practical implications of how service-learning opportunities are being marketed online.

KEYWORDS:

• Service-learning
• higher education
• marketing concept in nonprofits
• online marketing