Field Learning: Experiential Learning Through Participant Observation and Self-Reflection of Consumer Behavior at Sporting Events

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.