The Influence of Student-Imparted Marketing Skills and Knowledge Instruction on Small Businesses’ Satisfaction: A Service Learning Programme in South Africa

Abstract

Purpose of the Study: This study examines the effectiveness of a service learning program (SLP) in South Africa from the perspective of small businesses that received student input. The study also highlights important issues in developing and implementing SLP programs. Method/Design and Sample: The study provides a descriptive evaluation of a SLP via a quantitative research approach and empirical survey. Small businesses that had participated in the SLP over a five-year period were surveyed and data was received from 107 participants via a structured questionnaire. The data was analyzed via a Generalized Linear Model, Wald chi-square and Bonferroni post hoc measures. Results: Most small businesses that participated in the SLP were satisfied with the marketing skills (computer, Microsoft Office, website and Facebook) and knowledge instruction (marketing, sales promotion, and advertising) received from the marketing students. Many of these small businesses also reported an increase in sales, new customers, brand awareness and customer loyalty. Value to Marketing Educators: This study shows that students can be used to successfully impart marketing skills and knowledge to community partners via SLPs, which not only provides students with the opportunity to apply marketing fundamentals to practical problems, but has the potential to make a meaningful difference among the participating small businesses in local communities. Considering the multiple benefits of this SLP, it could be expanded to other local and international universities, but lessons can also be learnt from the SLP’s shortcomings.