Integrating Marketing and Environmental Studies Through an Interdisciplinary, Experiential, Service-Learning Approach

Abstract

This article describes and evaluates an interdisciplinary, experiential service-learning project that combined environmental studies and marketing courses at a liberal arts college over a 2-year period. The inherent tensions between these two disciplines regarding issues of environmental protection and conservation make this project’s contribution unique. The project is in line with the increased emphasis on environmental issues as a key strategic consideration for both marketing academics and practitioners. Environmental studies students identified and prioritized solid waste streams. Marketing students developed social marketing initiatives aimed at reducing the high-priority waste streams. The two best initiatives were implemented by students via pilot projects in environmental studies and marketing courses. Students in environmental studies were able to identify and apply ways in which marketing tools can be employed to promote social causes and effect positive environmental behavioral change. Marketing students applied marketing concepts to a real-life situation, while gaining a greater awareness of environmental issues and the role of businesses in environmental stewardship. The authors summarize the project’s learning objectives, planning and design, implementation, and assessment of learning outcomes. Challenges and obstacles encountered and recommendations for the development and implementation of similar learning projects are also discussed.