Reflections from a field trip to an international trade show

Research output: Contribution to conferenceAbstractpeer-review


This study report findings of students' perceptions of a field trip. Analyses is based on the reflections of 92 second year marketing communication students. A content analyses of the reflective exercise resulted in two themes Pre and Post visit. In the pre visit stage, many students were sceptical of the field trip and were somewhat reluctant to visit. Several students failed to see the relevancy of the field trip and expressed concerns that it would be a waste of time, dull and boring. Post-visit reflections revealed both cognitive and non-cognitive outcomes. Students were able to connect theory to practice and gain new knowledge. An appreciation of B2B business practices was also noted. Non-cognitive learning outcomes included enhanced teamwork, bonding with course mates and a general sense of enjoyment. An overall shift in attitude was observed between pre and post visit stages. It is recommended that marketing units include field trips to enable students to bridge the gap between theory and practice.
Original languageEnglish
Number of pages1
Publication statusPublished - 2020
EventAsian Conference on Education 2020 - Virtual/Online, Tokyo, Japan
Duration: 31 Oct 20202 Nov 2020
Conference number: 12th (Proceedings)


ConferenceAsian Conference on Education 2020
Abbreviated titleACE 2020
Internet address

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