Innovative pedagogy in sport marketing: the annual SPAD field trip
by Ann Pegoraro, Benoit Seguin, Norm O'Reilly, Steven Harrington
International Journal of Sport Management and Marketing (IJSMM), Vol. 4, No. 2/3, 2008

Abstract: The issue of the relevancy of business education has been a topic of ongoing discussion since the late 1980s (Porter and McKibbon, 1988). At the time, business educators also began to recognise the value of experiential learning as a teaching method to increase the knowledge and skill development among graduates (Slavin, 1988). Beginning in 1982, the Sport Administration Program (SPAD) at Laurentian University adopted a 4th Year 'Field Trip' course as the capstone to its applied programme. This experiential learning based course involved students working in teams on Client-Based Projects (CBPs). This paper presents four mini-cases of these field trips over the past 20 years to illustrate the considerable benefits realised by all stakeholders. Key conclusions are drawn to create a proposed model for a CBP-based capstone course for sports management, a model for use by both practitioners and researchers in the development of the future workers the industry desires.

Online publication date: Wed, 04-Jun-2008

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