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ERIC Number: EJ1178210
Record Type: Journal
Publication Date: 2018
Pages: 6
Abstractor: As Provided
ISSN: ISSN-1052-8008
Field Learning: Experiential Learning through Participant Observation and Self-Reflection of Consumer Behavior at Sporting Events
Schaller, Tracey King
Marketing Education Review, v28 n2 p98-103 2018
As marketing educators, we can enhance student learning by providing experiences that go beyond the classroom and into the real world. In this way, we encourage students to become lifelong learners where they observe the world around them through the lens of what they have learned. This article describes a project used in an undergraduate-level Consumer Behavior class where students engage in participant observation and self-reflection at local professional sporting events. A description of field learning and detailed steps for implementing the activity are provided. Initial assessment results are presented, and several issues of concern are discussed.
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Georgia
Grant or Contract Numbers: N/A