Can marketing lessons go beyond the classroom?

This article explores the transformation of digital marketing pedagogy through the integration of the Service-Learning Malaysia–University for Society (SULAM) framework, bridging the gap between theoretical classroom knowledge and real-world application. While traditional digital marketing education equips students with foundational concepts, it often lacks the authentic constraints and complexities of actual practice. To address this, a service-learning project was incorporated into a higher education digital marketing course, positioning students as digital consultants rather than mere content creators for local Food and Beverage (F&B) Small and Medium Enterprises (SMEs). Methodologically grounded in educator reflection and experiential learning, the study analyzes how students transitioned from viewing marketing through a purely technical lens (e.g., aesthetics and viral trends) to developing strategic, empathetic, and contextually relevant solutions based on direct interactions with business owners. The findings demonstrate that extending education beyond the classroom enhances students' strategic thinking, accountability, and civic responsibility, while simultaneously humanizing the learning process and fostering holistic development for both students and educators.