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

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  • Kjersti Karijord Smørvik
  • May Kristin Vespestad

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.

Suggested Citation

  • Kjersti Karijord Smørvik & May Kristin Vespestad, 2020. "Bridging marketing and higher education: resource integration, co-creation and student learning," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 30(2), pages 256-270, July.
    • Handle: RePEc:taf:jmkthe:v:30:y:2020:i:2:p:256-270
    DOI: 10.1080/08841241.2020.1728465
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    Cited by:

    1. Luis-Alberto Casado-Aranda & Juan Sánchez-Fernández & Francisco Javier Montoro-Ríos & María Isabel Arias Horcajadas, 2021. "Evaluation of the Work-Integrated Learning Methodology: Teaching Marketing through Practitioner Experience in the Classroom," Mathematics, MDPI, vol. 9(17), pages 1-13, September.
    2. Lien Thi Kim Nguyen & Tom M. Y. Lin & Hoang Phuong Lam, 2021. "The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing," Sustainability, MDPI, vol. 13(12), pages 1-14, June.
    3. Dziewanowska Katarzyna & Kacprzak Agnieszka, 2023. "The Influence of Engagement in Value Co-Creation on E-Learning Experience and Student Satisfaction: An Empirical Study," Marketing of Scientific and Research Organizations, Sciendo, vol. 48(2), pages 61-80, June.

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