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 co-creation of value in a teaching-learning context.

KEYWORDS:

• Value co-creation
• interaction
• experience
• higher education
• resource integration

Acknowledgements

The authors would like to acknowledge the editors and the anonymous reviewers for their help in developing this article.

Disclosure statement

No potential conflict of interest was reported by the author(s).