Beneficiaries’ Perspective on Service Learning: Case Study of Advertising and Public Relations Campaign Course

SAGE Open

Eno Akpabio¹ 

关键词: beneficiaries;    campaign;    public relations;    advertising;   

DOI  :  10.1177/2158244012460694

学科分类：社会科学、人文和艺术（综合）

来源: Sage Journals

【 摘 要 】

The literature on service learning is replete with the benefits of this pedagogical approach to students as well as the community. The literature is almost silent on the viewpoints of beneficiaries of service learning projects. The overarching aim of this study was to obtain the reaction of beneficiaries to campaign materials produced by students of an advertising and public relations campaigns course at the University of Botswana. Using in-depth interviews, officials of 13 organizations were asked to evaluate the campaign materials in the indices of how these are aligned to corporate outlook and the brief they gave the students as well as to find out their attitudes toward the concepts. Majority of respondents expressed favorable attitude toward the campaign materials and indicated a willingness to flight the campaigns to give greater mileage to their marketing efforts.

【 授权许可】

CC BY