Field trips : taking the classroom outside

This paper showcases the learning benefits of field trips in university courses. It aims to highlight how class excursions can complement class materials and integrate the gained experience and knowledge into subsequent class activities. Research has shown the benefits of field trips to school children, but they have widely been avoided at university level. In this paper, we show how a half day class excursion to a local shopping centre can facilitate learning, reinforce marketing theories and subsequently increase learning outcomes. Details are provided on the excursion tasks including guidelines for subsequent practice-oriented exercises, and class activities. Academics are provided with an example of how to integrate a real life situation into the classroom and to give students hands on experience. Our results support the use of excursions and show that students actively engage in related activities and tasks, and improved their learning outcomes