Exploring the impact of student developed marketing communication tools and resources on SMEs performance and satisfaction

A number of SMEs lack the essential marketing skills, knowledge, tools and resources, financial access to ensure survival their businesses. Service learning could be used as an effective pedagogy for assisting with vital communication (MC) strategies via development resources that may increase business growth sustainability. The primary research objective was evaluate SMEs’ satisfaction regarding performance factors, student developed MC were implemented a service programme (in form student-run agencies). inquiry utilized triad model quality assurance cycle apply evaluation design substantiated by expectancy-disconfirmation paradigm. survey conducted among 107 SME owners managers structured questionnaire. perceived usefulness resulted in positive influence on factors SMEs. such customer database, email address, Facebook page had largest factors. Performance sales, new customers, brand awareness, competitive advantage, efficiency, motivation employees found have satisfaction. Further replicate study various marketing-related programmes different countries divergent cultures, economics contexts.