Sports Marketing Special Session: Enlightened Learning in Sport Marketing: An Abstract

Abstract

Experiential learning is a topic that continues to receive much attention and promotion in academic settings. Given enhanced program funding, mounting student opportunities, and increased research consideration, there are ample guidelines and widespread support for the effective integration of theory and practice. In 2002, Kayes reported that there were over 1500 refereed articles, dissertations and papers that studied theories and applications of experiential learning (Kayes 2002). Over a decade later, in 2013, the Association to Advance Collegiate Schools of Business (AACSB) mandated the integration of academic and professional engagement and instructed schools to offer business students “a portfolio of experiential learning opportunities” (AACSB 2016, p.38). Since this time, momentum has soared as has the published knowledge surrounding theories and practices of experiential learning. While some may question the added-value of sharing yet another such case, this presentation offers unique perspectives recorded through the implementation of four progressive experiential learning projects in sport marketing courses at Nipissing University (Canada). Learning objectives were numerous including the development and execution of event plans, financial management and fiscal responsibility, managing multi-stakeholder relationships, advancing professional skills, and developing social and self-awareness. In all cases, students worked in dedicated management teams to organize charity-linked varsity sporting events that raised almost $30,000 for worthy community causes. Lessons learned from each event were instrumental in influencing the design of subsequent projects and enhancing the student learning experience. A retrospective analysis of the management and delivery of these events is contrasted with other published cases in order to inform and advance the understanding and creative application of these learning methods and to present recommendations for broader pedagogical use and adaptation. The main themes that will be shared with respect to developing sport marketing experiential learning opportunities include: Ideal class sizes and the management of both intra and inter-team dynamics and communication.Student ownership, active engagement, and learning reflection.Measuring individual versus group learning outcomes.Instructor support and mentorship.Enriching social interactions and citizenship through multi-stakeholder relationships.Enduring growth and innovation in recurring program offerings.Integration of faculty research in experiential learning settings.Extending learning platforms through inter-university collaboration.Common barriers and resource demands of experiential learning initiatives.