The Potential of Student Co-Creation in Extracurricular Experiences

Abstract

Given trends in the marketing literature, marketing education is attempting to innovate to enhance its value proposition. Education is an experiential service where student engagement implies involvement in activities both in and out of the classroom that reinforce educational value. In order to create value in service delivery, there is a need for more understanding of student extracurricular experiences. This study contributes to the field by describing a student co-design platform consistent with emerging thinking related to customer orientation, engagement, and co-creation. The framework received empirical support, which holds implications for future marketing educational value creation that bonds students to universities.

Notes

Manfen W Chen received her DBA in finance and is an associate professor of finance at the University of Southern Indiana. Her research interests are information theory, regulatory policies, and asset pricing. Address: Romain College of Business, University of Southern Indiana, 8600 University Boulevard, Evansville, IN 47712, USA. [email: [email protected]]

Jeanette Maier-Lytle is an accounting instructor at the University of Southern Indiana (USI). She holds an MBA from USI and a CPA designation. Her research interests are managerial accounting and student engagement. Address: Romain College of Business, University of Southern Indiana, 8600 University Boulevard, Evansville, IN 47712, USA. [email: [email protected]]

Jack Smothers is an assistant professor of management at the University of Southern Indiana and holds a PhD in management from the University of Mississippi. His research interests include innovation, business education, leadership, and entrepreneurship. Address: Romain College of Business, University of Southern Indiana, 8600 University Boulevard, Evansville, IN 47712, USA. [email: [email protected]]

Additional information

Notes on contributors

Kevin Celuch

Kevin Celuch is the Blair Chair of Business Science and a professor of marketing at the University of Southern Indiana. Kevin has been actively involved in critical thinking, counterfactual thinking, customer engagement, and business-to-business partnering-related research. Address: Romain College of Business, University of Southern Indiana, 8600 University Boulevard, Evansville, IN 47712, USA. [email: [email protected]]

Dinko Bačić

Dinko Bačić is an assistant professor of computer information systems at the University of Southern Indiana. He holds a DBA degree in Information Systems from the Cleveland State University. His research is focused on theory-based empirical research with current interests in information visualization, cognitive effort, learning effectiveness, and IT’s impact on firm performance. Address: Romain College of Business, University of Southern Indiana, 8600 University Boulevard, Evansville, IN 47712, USA. [email: [email protected]]