Educators are faced with a demanding generation of learners who are assertive and demand immediate results in a high-tech environment. Service learning is proving to be a successful approach to engage these active learners and empower them by using real-life applications. Students have the chance to practice what they learn in the classroom, while enhancing their citizenship, social and personal responsibility, practical, interpersonal and problemsolving skills. Service learning is an innovative learning pedagogy, which possesses the potential to improve students’ knowledge and awareness about their communities, develop citizenship, as well as helping them to attain positive graduate attributes. A case study was conducted at the University of Botswana with 11 undergraduate industrial design students with one community-based organisation involved in the travel and tourism industry. The main challenge was to assist the organisation to be more visible and remain competitive by bringing their brand on-line. The findings indicate that the service learning pedagogy facilitates a reciprocal learning process between the University and the community partners.

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