Perceived satisfaction with a student-run agency service learning project: a client perspective

Abstract

A number of marketing and marketing communication service learning (SL) projects/ student-run agencies (SRAs) are used to provide real clients with valuable services, resources, knowledge and many other benefits. However, most research only examines the student benefits, so this research addresses the research gap by considering the community partner (small business client) perspective. The main research objectives are to establish if SRA developed integrated marketing communication (IMC) campaign plans result in satisfaction regarding the business performance, presentation and implementation methods. The South African small business clients were highly satisfied with the SRA developed IMC campaign plans. Several business performance benefits were highlighted, for example, increased sales, brand awareness and new customers. The small business clients showed increased satisfaction when the IMC campaign plan was implemented by the SRAs, and presented in verbal, written and PowerPoint formats. Hence, this SL project should continue and could be expanded to other universities and countries.