This amide examines the opportunity that marketing and advertising educators have to direct service-learning projects in interactive marketing for community partners who request help with a Web site upgrade or redesign. Service-learning pedagogy is based on the interaction and aligned interests of four distinct groups: faculty (as content specialists), students, the university (as a mission-driven social institution) and community partners. After discussing the goals and scope of service-learning and how it applies to business programs and advertising curricula, the paper outlines a process model for service-learning projects that focuses on Web site design and content management analysis. Theoretical frameworks, reference studies and tactical processes for project completion are examined and discussed.
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