Enhancing Social Marketing Education Through Experiential Learning: A Case Study of a Student Project for the Visually Impaired

Abstract

Background and Situation Analysis

An experiential learning project in an undergraduate consumer behavior course is presented as a case study of how to utilize social marketing principles in marketing courses. It is intended for educators, academics, and college professors specializing in marketing education who seek to engage students in societal impact initiatives through service learning.

Priority audience(s)

The primary audience for the marketing mix strategies developed by the student teams was visually impaired people (VIPs), particularly those participating in the programs offered by the Hearts for Sight Foundation in Los Angeles, California. Over 12 million Americans aged 40+ have vision impairment, with one million classified as legally blind.

Behavioral Objectives

The project had a dual objective: one focusing on student learning outcomes and the other on the non-profit organization’s priority audience. For students, the project aimed to facilitate the application of marketing theories and concepts in a real-world context. For the non-profit organization, the goal was to increase participation among visually impaired individuals in eco-therapeutic activities while enhancing volunteer engagement. The initiative addressed challenges such as passive lifestyles resulting from transportation barriers and social isolation, promoting physical fitness, social interaction, and alternative transportation solutions such as ridesharing. Additionally, the project sought to expand volunteer involvement and enhance the organization’s overall visibility.

Strategy/Intervention Planning and Development

The project followed a three-phase framework for developing and implementing societal impact initiatives in higher education. Students designed a marketing strategy informed by audience insights, focusing on overcoming key barriers while promoting the benefits of the non-profit’s programs. The product strategy centered on eco-therapeutic activities, incorporating enhancements such as increased family involvement and expanded digital fitness offerings. Non-monetary incentives, including free transportation and digital partnerships, were proposed to improve accessibility. Promotional efforts leveraged podcasts, newsletters, and social media to highlight the benefits of participation, such as improved health, stronger social connections, and greater independence, while encouraging volunteer engagement.

Evaluation Methods and Results

The reflective exercises submitted by the students indicated that working with a nonprofit gave students valuable hands-on experience applying marketing concepts in real-world settings. They developed key skills like research, teamwork, communication, and strategic thinking while navigating unique challenges such as limited budgets and inclusive marketing for the visually impaired. Integrating GenAI tools and direct collaboration with professionals enriched their learning and boosted confidence. Students felt personally and professionally transformed, gaining insights and a sense of purpose. In a post-project debriefing, the non-profit president stated that their contributions provided practical solutions and creative ideas that advanced the foundation’s growth, supported its development, and contributed to securing funding.

Recommendations for Social Marketing Practice

When designing student projects that incorporate experiential learning with social marketing applications, educators should design a mutually beneficial project in collaboration with the community partner and implement structured check-ins and feedback sessions between students and community partners. Emphasizing the real-world impact of marketing strategies enhances the educational experience by connecting theoretical concepts to practical applications and societal issues.