EXPLORING THE MARKETPLACE: SCAVENGER HUNTS AS FIELD-BASED EXPERIENTIAL LEARNING. Issue 2 (2nd April 2020)

• Record Type: Journal Article
• Authors: Schaller, Tracey King
• Is Part Of: Marketing education review. Volume 30:Issue 2(2020)
• Page Start: 118
• Page End: 124
• Publication Date: 2020-04-02
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2020.1755602
• Languages: English
• ISSNs: 1052-8008

Abstract

ABSTRACT: This article describes the process of implementing a field-based experiential learning activity using a marketplace scavenger hunt. Evidence for integrating short-term field-based learning in marketing classes is limited, compared to other disciplines. This is surprising given the accessibility and richness of marketplace settings that can add realism to marketing course concepts. The marketplace scavenger hunt is designed to facilitate deep understanding and application of consumer behavior concepts through observation and interpretation of real-world marketing strategies. Additional benefits for students include development of observation skills, exposure to retail settings, and heightened awareness of how marketing influences buying behaviors.