The Potential of Student Co-Creation in Extracurricular Experiences

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.