This article describes an interdisciplinary, experiential learning project that combined marketing and communications courses at a state university. Two professors from different colleges partnered with a domestic violence center to enable students to create a community-based social marketing campaign. Student assessments indicated success in achieving educational objectives and practical knowledge. The resulting multimedia campaign was well received throughout the state and illustrates opportunities for developing interdisciplinary knowledge and teaching in business and communication studies.
Andreasen, A. (1995). Marketing social change: Changing behavior to promote health, social development and the environment. San Francisco: Jossey-Bass.
2.
Athaide, G.A., & Desai, H.B. (2005). Design and implementation of an interdisciplinary marketing/management course on technology and innovation management. Journal of Marketing Education, 27, 239-249.
3.
Belch, G.E., & Belch, M.A. (2006). Advertising and promotion. New York: McGraw-Hill.
4.
Bhattacharya, C.B., & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social responsibility initiatives. California Management Review, 47, 9-24.
Cooper, H., Carlisle, C., Gibbs, T., & Watkins, L. (2001). Developing an evidence base for interdisciplinary learning: A systematic review. Journal of Advanced Nursing , 35, 228-237.
7.
Crittenden, V.L., & Wilson, E.J. (2006). An exploratory study of cross-functional education in the undergraduate marketing curriculum. Journal of Marketing Education, 28, 81-86.
8.
Dommeyer, C.J. (1986). A comparison of the individual proposal and team project in the marketing research course. Journal of Marketing Education, 8, 30-38.
9.
Gourville, J., & Rangan, K. (2004). Valuing the cause of marketing relationship. California Management Review, 47, 38-57.
10.
Kolb, D.A. (1984). Experiential learning: Experience as the source of learning and development. Upper Saddle River, NJ: Prentice Hall.
11.
Locker, K.O. (1998). The role of association in business communication in shaping business communication as an academic discipline. Journal of Business Communication, 35, 14-49.
12.
Lunsford, D.A., & Henshaw, J.M. (1992). Integrating courses in marketing research and engineering design. Journal of Marketing Education, 14, 10-19.
13.
O'Hara, B.S., & Shaffer, T.R. (1995). Details and student perceptions of an experiential program for personal selling and purchasing classes. Journal of Marketing Education, 17, 41-49.
14.
Perreault, W.D., & McCarthy, J. (2006). Essentials of marketing: A global marketing approach . New York: McGraw-Hill.
15.
Peter, P.J., & Olson, J.C. (2005). Consumer behavior and marketing strategy. New York: McGraw-Hill.
16.
Petkus, E. (2000). A theoretical and practical framework for service-learning in marketing; Kolb's experiential learning cycle. Journal of Marketing Education, 229, 64-70.
17.
Petty, R.E., Cacioppo, J.T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research , 15, 379-385.
18.
Prochaska, J.O., DiClemente, C.C., & Norcross, J.C. (1992). In search of how people change: Applications to addictive behaviors. American Psychologist , 47, 1102-1114.
19.
Rosenstock, I.M., Strecher, V.J., & Becker, M.H. (1988). Social learning theory and the health belief model . Health Education Quarterly, 15, 183-197.
20.
Smith, S.M., & Alcorn, D.S. (1991). Cause marketing: A new direction in the marketing of corporate responsibility. Journal of Services Marketing , 5, 21-38.
21.
Titus, P.A., & Petroshius, S.M. (1993). Bringing consumer behavior to the workbench: An experiential approach. Journal of Marketing Education, 15, 20-41.
22.
Witte, K., Meyer, G., & Martell, D. (2000). E fective health risk messages: A step-by-step guide. Thousand Oaks, CA: Sage.
