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.
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Fullerton, Sam; McCullough, Tammy; and Twells, Robert, "Sports Marketing Field Trips: Student Expectations, Perceived Benefits, and Proactivity" (2018). Association of Marketing Theory and Practice Proceedings 2018. 94.