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Conference Proceeding

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A sample of 191 sports marketing students responded to a survey that focused on issues germane to attending sports marketing field trips. The results indicate that there is an understanding that these types of events are important to those seeking a career in the sports marketing industry. This study examines expectations on the part of two segments: students who attended at least one event and students who attended none of the five field trips scheduled for the 2016-17 academic year. The results indicate that the primary reason students did not attend is a scheduling conflict. It also delineates the benefits that the attendees feel they received while also identifying the singular most important benefit (gaining new insight). Students who attended also indicated in which of several proactive behaviors they engaged during and after the event. It concludes with an assessment of their own decision to either attend or to not take advantage of the field trip opportunities presented by their sports marketing professors.

About the Authors

Sam Fullerton received his PhD in marketing from Michigan State University. He is a professor of marketing at Eastern Michigan University. He has also served as a visiting professor at the University of Michigan, the University of Waikato (NZ), the University of Southern Queensland (Australia), and the North West University (South Africa) where he was awarded the title of Extraordinary Professor. His research primarily focuses on ethics, sports marketing, and marketing education. In recent years, his research has appeared in Sport Marketing Quarterly, the Journal of Applied Marketing Theory, the Australasian Marketing Journal, and Health Marketing Quarterly. He has received eight best paper awards at the AMTP and SMA conferences. He has also authored books on Sports Marketing, Contemporary Selling, and Marketing Research.

Tammy McCullough is a professor of Marketing at Eastern Michigan University. Her doctorate in marketing was granted by the University of Washington. Her research has appeared in numerous journals including the Journal of Applied Marketing Theory, Health Marketing Quarterly and Research Technology Management. She has also presented papers at numerous conferences including AMTP, the ABA, and ACR. She is an avid sports participant who cycles, plays organized ice hockey, has twice run in the Boston Marathon, and has completed several Ironman Triathlons.

Robert Twells is an instructor of Marketing and Management at Eastern Michigan University. His BBA was awarded by Baylor University and his MBA was granted by James Madison University. He has also taught at Miami University where he was the recipient of two Outstanding Faculty awards. He has also received numerous teaching awards at Eastern Michigan University. At the University of Toledo, he served as the Recruitment Coordinator for the College of Business. His case studies have appeared in Business Case Journal and Case Research Journal. His most recent research appeared in the 2014 Proceedings of the Association of Marketing Theory and Practice.

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This work is licensed under a Creative Commons Attribution 3.0 License.

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