TY - JOUR
T1 - Experiencing the Macromarketing Dimensions of Sustainability
T2 - Lessons Learned from Field Trips to the Ultra Novel
AU - Samuel , Anthony
AU - Thomas, Robert
AU - Mcgouran , Cathy
AU - White , Gareth
N1 - © Sage 2021. The final publication is available via Sage at http://dx.doi.org/10.1177/02734753211049825
PY - 2021/10/13
Y1 - 2021/10/13
N2 - This paper seeks to determine the value of field trips that help establish macromarketing and sustainability scholarship in mainstream business/marketing education. It explores the experiences of postgraduate marketing and business strategy students undertaking a field trip to the “World’s Greenest Football Club,” Forest Green Rovers. It responds to the call to establish the macromarketing viewpoint within business and management education and provides contemporary insight into the hitherto unexplored use of field trips for postgraduate students. Through student focus groups the study identifies the importance of selecting field trip locations where the complex and interwoven interplay of meso, micro, and macro activities can be critically evaluated through multiple stakeholder interactions. In addition, it points to the value of students experiencing “ultra-novel” organizations and situations to motivate learning, stimulate critical debate, and thereby facilitate cognition of macromarketing systems and sustainability.
AB - This paper seeks to determine the value of field trips that help establish macromarketing and sustainability scholarship in mainstream business/marketing education. It explores the experiences of postgraduate marketing and business strategy students undertaking a field trip to the “World’s Greenest Football Club,” Forest Green Rovers. It responds to the call to establish the macromarketing viewpoint within business and management education and provides contemporary insight into the hitherto unexplored use of field trips for postgraduate students. Through student focus groups the study identifies the importance of selecting field trip locations where the complex and interwoven interplay of meso, micro, and macro activities can be critically evaluated through multiple stakeholder interactions. In addition, it points to the value of students experiencing “ultra-novel” organizations and situations to motivate learning, stimulate critical debate, and thereby facilitate cognition of macromarketing systems and sustainability.
KW - climate change
KW - field trips
KW - macromarketing
KW - marketing education
KW - sustainability
UR - https://pure.southwales.ac.uk/en/publications/experiencing-the-macromarketing-dimensions-of-sustainability-lessons-learned-from-field-trips-to-the-ultra-novel(f226024e-1fdc-4d22-a116-b63706ca77d0).html
UR - https://journals.sagepub.com/doi/full/10.1177/02734753211049825
UR - http://www.scopus.com/inward/record.url?scp=85117104541&partnerID=8YFLogxK
U2 - 10.1177/02734753211049825
DO - 10.1177/02734753211049825
M3 - Article
SN - 0273-4753
JO - Journal of Marketing Education
JF - Journal of Marketing Education
ER -