Bridging marketing and higher education: resource integration, co-creation and student learning

Abstract

Consumers are constantly searching for new experiences that provide more than just a product or a service. A cup of coffee is not just a cup of coffee. The atmosphere surrounding the coffee experience is a matter of ever greater importance to consumers. Along with an increased demand for experiences, the lecture hall has also become a setting where students expect to be entertained and engaged. This article looks into how value created through co-creation and mutual resource exchange can contribute in higher educational experiences. The article also explores how implementing tools from marketing can promote learning experiences. This study is based on focus group interviews, evaluations and observations. The findings show that co-creation of values can contribute to students perception of learning. By linking theories of marketing and higher education, the article contributes to new ways of thinking that focuses on cocreation of value in a teaching-learning context.

Utilization of Various Disruptive Community Learning Resources for the Covid-19 Period in the Perspective of Life Based Learning

“…Many learning messages are spread in the community, both learning messages related to cultural preservation, local wisdom-based behaviour, survival strategies, togetherness attitudes, and other social activities. [38]. Learning interactions in tertiary institutions must always try to land and be in direct contact with community sources and problems [39].…”

“…[38]. Learning interactions in tertiary institutions must always try to land and be in direct contact with community sources and problems [39].…”

Twelve Tips for Using Co-creation for Value Creation and Professional Development

“…Much research emphasises the developmental benefits for those participating in co-creation activities (for example, (Temple Clothier and Matheson, 2019;Smørvik and Vespestad, 2020). The co-creation working group becomes a 'learning organisation' (Senge, 1990, p.3) Paralleling Wenger's (1999) community of practice model, Broadley, Martin and Curtis (2019) advocate learning communities, whereby members develop a sense of belonging; create a shared vision, set of values and purpose; and negotiate purpose, goals and accountability.…”

The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

“…It is important to note that while there are empirical studies on co-creating value reported in the HE marketing literature [5,[18][19][20], few consider outcomes in the Asian HE context. This study was conducted in the context of HE in Taiwan, which is a country with the third-lowest birth rate in the world.…”