Skip to main content

Positive Outcomes of Co-creation in Institutional-Student Partnership

  • Conference paper
  • First Online:
Advanced Intelligent Systems for Sustainable Development (AI2SD’2020) (AI2SD 2020)

Abstract

Co-creation is a new approach in business context where all stakeholders, specially customers are integrated in different phases of creation and production of goods and services [1, 2]. Within this paper, the effects of co-creation approach at the university context are analyzed through a literature review. The objective is to explore the potential of co-creating learning and teaching with students in different stages of the co-creation process. The results show four direct benefits of partnership for students and three indirect benefits for institution. Finally, as perspectives, it is suggested, using quantitative research techniques based on rigorous statistical methods, to analyze in deep the relationship between co-creation and the processed variables and confirm causality between them at continuing education context. A study of educational value co-creation in a machine-human collaboration is advocated as well.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 189.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 249.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Ramaswamy, V., Gouillart, F.: Building the co-creative enterprise. Harv. Bus. Rev. 88(10), 100–109 (2010)

    Google Scholar 

  2. Prahalad, C.K., Ramaswamy, V.: Co-creating unique value with customers. Strategy Leadersh. 32(3), 4–9 (2004)

    Google Scholar 

  3. Redding, P.: The evolving interpretations of customers in higher education: empowering the elusive. Int. J. Consum. Stud. 29(5), 409–417 (2005)

    Google Scholar 

  4. Cook-Sather, A., Bovill, C., Felten, P.: Engaging Students as Partners in Learning and Teaching: A Guide for Faculty. Jossey Bass, San Francisco (2014)

    Google Scholar 

  5. Dunne, E.: Design thinking: a framework for student engagement? A personal view. J. Educ. Innov. Partnersh. Change 2(1), 1–8 (2016)

    Google Scholar 

  6. Mercer-Mapstone, L., et al.: A systematic literature review of students as partners in higher education. Int. J. Stud. Partners 1(1), 1–23 (2017)

    Google Scholar 

  7. Ryan, A., Tilbury, D.: Flexible Pedagogies: New Pedagogical Ideas. Higher Education Academy, York (2013)

    Google Scholar 

  8. Bovill, C., Cook-Sather, A., Felten, P.: Students as co-creators of teaching approaches, course design and curricula: implications for academic developers. Int. J. Acad. Dev. 16(2), 133–145 (2011)

    Google Scholar 

  9. Bovill, C., Cook-Sather, A., Felten, P., Millard, L., Moore-Cherry, N.: Addressing potential challenges in co-creating learning and teaching: overcoming resistance, navigating institutional norms and ensuring inclusivity in student-staff partnerships. High. Educ. 71(2), 195–208 (2016)

    Google Scholar 

  10. Carey, P.: Student as co-producer in a marketised higher education system: a case study of students’ experience of participation in curriculum design. Innov. Educ. Teach. Int. 50(3), 250–260 (2013)

    Google Scholar 

  11. Mann, S.J.: Study, Power and the University. Society for Research into Higher Education. Open University Press, Maidenhead (2008)

    Google Scholar 

  12. Gärdebo, J., Wiggberg, M.: Importance of student participation in future academia. In: Gärdebo, J., Wiggberg, M. (eds.) Students, the University’s Unspent Resource: Revolutionising Higher Education Using Active Student Participation, pp. 7–14. Pedagogical Development Report 12. Uppsala Universitet (2012)

    Google Scholar 

  13. Nygaard, C., Brand, S., Bartholomew, P., Millard, L. (eds.): Student Engagement: Identity, Motivation and Community. Libri Publishing, Faringdon (2013)

    Google Scholar 

  14. Mihans, I.I., Richard, J., Long, D.T., Felten, P.: Power and expertise: student-faculty collaboration in course design and the scholarship of teaching and learning. Int. J. Sch. Teach. Learn. 2(2), 16 (2008)

    Google Scholar 

  15. Ling, T.: Unpacking partnership: the case of health care. In: Clarke, J., Gerwirtz, S., McLaughin, E. (eds.) New Managerialism, New Welfare, pp. 82–101. Sage, London (2000)

    Google Scholar 

  16. Allin, L.: Collaboration between staff and students in the scholarship of teaching and learning: the potential and the problems. Teach. Learn. Inq. 2(1), 95–102 (2014)

    Google Scholar 

  17. Salas Velasco, M.: Do higher education institutions make a difference in competence development? A model of competence production at university. High. Educ. 68(4), 503–523 (2014)

    Google Scholar 

  18. Bovill, C.: Co-creation in learning and teaching: the case for a whole-class approach in higher education. High. Educ. 79(6), 1023–1037 (2019)

    Google Scholar 

  19. Wardley, L.J., Bélanger, C.H., Nadeau, J.: A co-creation shift in learning management: work design for institutional commitment and personal growth. High. Educ. 74(6), 997–1013 (2017)

    Google Scholar 

  20. Diaz, A., et al.: A SWOT (Strengths, Weaknesses, Opportunities and Threats) evaluation of university student-staff partnerships in co-creating educational resources, peer support and research within STEM (Science, Technology, Engineering & Mathematics) subjects. J. Sci. Res. Rep. 5, 161–170 (2015)

    Google Scholar 

  21. Hasan, N., Rahman, A.A.: Exploring factors that influence customer engagement in value co-creation in higher education institutions using online platforms. J. Theor. Appl. Inf. Technol. 90(2), 247–260 (2016)

    Google Scholar 

  22. Dollinger, M., Lodge, J.: Student-staff co-creation in higher education: an evidence-informed model to support future design and implementation. J. High. Educ. Policy Manage. 40, 532–546 (2019)

    Google Scholar 

  23. Jarvis, J., Dickerson, C., Stockwell, L.: Staff-student partnership in practice in higher education: the impact on learning and teaching. Procedia Soc. Behav. Sci. 90, 220–25 (2013). 6th International Conference on University Learning and Teaching (InCULT 2012)

    Google Scholar 

  24. Hammersley, L., Lloyd, K., Bilous, R.: Rethinking the expert: co-creating curriculum to support international work-integrated learning with community development organisations. Asia Pac. Viewp. 59(2), 201–211 (2018)

    Google Scholar 

  25. Seligman, J.: Creating value in school education marketing through the cocreation process–a conceptual paper. Manage. Leadersh. Educ. Mark. Res. Pract. Appl. 15, 243–265 (2012)

    Google Scholar 

  26. Bovill, C.: An investigation of co-created curricula within higher education in the UK, Ireland and the USA. Innov. Educ. Teach. Int. 51(1), 15–25 (2014)

    Google Scholar 

  27. Fraile, J., Panadero, E., Pardo, R.: Co-creating rubrics: the effects on self-regulated learning, self-efficacy and performance of establishing assessment criteria with students. Stud. Educ. Eval. 53, 69–76 (2017)

    Google Scholar 

  28. Maria, T., Dimitris, P., Garifallos, F., Athanasios, G., Roumeliotis, M.: Collaboration learning as a tool supporting value co-creation. Evaluating students learning through concept maps. Procedia Soc. Behav. Sci. 182, 375–380 (2015)

    Google Scholar 

  29. Willox, A.C., Harper, S.L., Bridger, D., Morton, S., Orbach, A., Sarapura, S.: Co-creating metaphor in the classroom for deeper learning: graduate student reflections. Int. J. Teach. Learn. High. Educ. 22(1), 71–79 (2010)

    Google Scholar 

  30. Mezirow, J.: Transformative Dimensions of Adult Learning. Jossey-Bass, San Francisco (1991)

    Google Scholar 

  31. Dollinger, M., Lodge, J., Coates, H.: Co-creation in higher education: towards a conceptual model. J. Mark. High. Educ. 28(2), 210–231 (2018)

    Google Scholar 

  32. Cook-Sather, A.: Multiplying perspectives and improving practice: what can happen when undergraduate students collaborate with college faculty to explore teaching and learning. Instr. Sci. 42(1), 31–46 (2014)

    Google Scholar 

  33. Healey, M., Flint, A., Harrington, K.: Engagement through partnership: students as partners in learning and teaching in higher education. HEA, York (2014)

    Google Scholar 

  34. Jarrett, E., Wasonga, T., Murphy, J.: The practice of co-creating leadership in high-and low-performing high schools. Int. J. Educ. Manage. 24, 637–654 (2010)

    Google Scholar 

  35. Perello-Marín, M.R., Ribes-Giner, G., Pantoja Díaz, O.: Enhancing education for sustainable development in environmental university programmes: a co-creation approach. Sustainability 10(1), 158 (2018)

    Google Scholar 

  36. Blau, I., Shamir-Inbal, T.: Digital technologies for promoting “student voice” and co-creating learning experience in an academic course. Instr. Sci. 46(2), 315–336 (2017). https://doi.org/10.1007/s11251-017-9436-y

    Article  Google Scholar 

  37. Money, J., Dinning, T.M., Nixon, S., Walsh, B.A., Magill, C.: Co-creating a blended learning curriculum in transition to higher education: a student viewpoint. Creat. Educ. 7, 1205–1213 (2016)

    Google Scholar 

  38. Kaur, A., Awang-Hashim, R., Kaur, M.: Students’ experiences of co-creating classroom instruction with faculty-a case study in eastern context. Teach. High. Educ. 24(4), 461–477 (2019)

    Google Scholar 

  39. Elsharnouby, T.H.: Student co-creation behavior in higher education: the role of satisfaction with the university experience. J. Mark. High. Educ. 25(2), 238–262 (2015)

    Google Scholar 

  40. Grönroos, C.: Service logic revisited: who creates value? And who co-creates? Eur. Bus. Rev. 20(4), 298–314 (2008)

    Google Scholar 

  41. Grissemann, U.S., Stokburger-Sauer, N.E.: Customer co-creation of travel services: the role of company support and customer satisfaction with the co-creation performance. Tour. Manage. 33(6), 1483–1492 (2012)

    Google Scholar 

  42. Füller, J., Hutter, K., Faullant, R.: Why co-creation experience matters? Creative experience and its impact on the quantity and quality of creative contributions. R&D Manage. 41(3), 259–273 (2011)

    Google Scholar 

  43. Prahalad, C.K., Ramaswamy, V.: The Future of Competition: Co-creating Unique Value with Customers. Harvard Business Press (2013)

    Google Scholar 

  44. Bowden, J.L.H., D’Alessandro, S.: Co-creating value in higher education: the role of interactive classroom response technologies. Asian Soc. Sci. 7(11), 35 (2011)

    Google Scholar 

  45. Ribes-Giner, G., Perelló Marín, M.R., Pantoja-Diaz, O.: Co-creation impacts on student behavior. Procedia Soc. Behav. Sci. 228, 72–77 (2016)

    Google Scholar 

  46. Giner, G.R., Rillo, A.P.: Structural equation modeling of co-creation and its influence on the student’s satisfaction and loyalty towards university. J. Comput. Appl. Math. 291, 257–263 (2016)

    MathSciNet  MATH  Google Scholar 

  47. Pantoja Díaz, O., Ribes-Giner, G., Perello-Marin, M.R.: The impact of cocreation on the student satisfaction: analysis through structural equation modeling. In: Abstract and Applied Analysis, vol. 2016. Hindawi (2016)

    Google Scholar 

  48. Celuch, K., Bačić, D., Chen, M.W., Maier-Lytle, J., Smothers, J.: The potential of student co-creation in extracurricular experiences. Mark. Educ. Rev. 28(3), 230–243 (2018)

    Google Scholar 

  49. Ribes-Giner, G., Peralt, A.: Modelling the co-creation between students and universities and its effects to loyalty and satisfaction. In: Modelling for Engineering and Human Behavior 2014, Valencia, Spain, 3–5 September, pp. 121–127 (2014)

    Google Scholar 

  50. Marzo-Navarro, M., Pedraja-Iglesias, M., Pilar Rivera-Torres, M.: Measuring customer satisfaction in summer courses. Qual. Assur. Educ. 13(1), 53–65 (2005)

    Google Scholar 

  51. Mavondo, F.T., Tsarenko, Y., Gabbott, M.: International and local student satisfaction: resources and capabilities perspective. J. Mark. High. Educ. 14(1), 41–60 (2004). https://doi.org/10.1300/J050v14n01_03

    Article  Google Scholar 

  52. Shah, A.: The impact of quality on satisfaction, revenue, and cost as perceived by providers in higher education. J. Mark. High. Educ. 19(2), 125–141 (2009)

    Google Scholar 

  53. Al-Alak, B.: The impact of marketing actions on relationship quality in the higher education sector in Jordon. J. Mark. High. Educ. 16(2), 1–23 (2006)

    Google Scholar 

  54. Helgesen, Ø., Nesset, E.: Images, satisfaction and antecedents: drivers of student loyalty? A case study of a Norwegian university college. Corp. Reput. Rev. 10(1), 38–59 (2007)

    Google Scholar 

  55. Cossío-Silva, F.J., Revilla-Camacho, M.Á., Vega-Vázquez, M., Palacios-Florencio, B.: Value co-creation and customer loyalty. J. Bus. Res. 69(5), 1621–1625 (2016)

    Google Scholar 

  56. Helgesen, Ø., Nesset, E.: What accounts for students’ loyalty? Some field study evidence. Int. J. Educ. Manage. 21, 126–143 (2007)

    Google Scholar 

  57. Landázuri Savinovich, A., León Vega, V.: Marketing relacional, visión centrada en el cliente. Caso de estudio: colegios particulares (2013)

    Google Scholar 

  58. Bitner, M.J., Faranda, W.T., Hubbert, A.R., Zeithaml, V.A.: Customer contributions and roles in service delivery. Int. J. Serv. Ind. Manage. 8(3), 193–205 (1997)

    Google Scholar 

  59. Draper, S.W.: Catalytic assessment: understanding how MCQs and EVS can foster deep learning. Br. J. Edu. Technol. 40(2), 285–293 (2009)

    Google Scholar 

  60. Kuh, G.: High-impact educational practices. Washington, DC: Association of American Colleges and Universities.], [Fluckiger, J., Vigil, Y.T.Y., Pasco, R., & Danielson, K. (2010). Formative feedback: involving students as partners in assessment to enhance learning. Coll. Teach. 58, 136–140 (2008)

    Google Scholar 

  61. Bovill, C., Woolmer, C.: How conceptualisations of curriculum in higher education influence student-staff co-creation in and of the curriculum. High. Educ. 78, 407–422 (2019). https://doi.org/10.1007/s10734-018-0349-8

    Article  Google Scholar 

  62. Healey, M., Jenkins, A.: Developing undergraduate research and inquiry. Higher Education Academy, York (2009)

    Google Scholar 

  63. Pascarella, E.T.: College environmental influences on learning and cognitive development: a critical review and synthesis. In: Smart, J.C. (ed.) Higher Education: Handbook of Theory and Research, vol. 4, pp. 1–61. Agathon, New York (1985)

    Google Scholar 

  64. McNally, J.J., Irving, P.: The relationship between university student commitment profiles and behavior: exploring the nature of context effects. J. Leadersh. Organ. Stud. 17(2), 201–215 (2010)

    Google Scholar 

  65. Browne, C., Vyas, Y., Mendoza, A., Sindermann, A., Holland, B., Lynch, E.: Students as co-creators of an online learning resource. Teach. Learn. Together High. Educ. 1(21), 1–8 (2017)

    Google Scholar 

  66. Fagerstrøm, A., Ghinea, G.: Co-creation of value in higher education: using social network marketing in the recruitment of students. J. High. Educ. Policy Manag. 35(1), 45–53 (2013)

    Google Scholar 

  67. Howell, R., van Beers, C., Doorn, N.: Value capture and value creation: the role of information technology in business models for frugal innovations in Africa. Technol. Forecast. Soc. Chang. 131, 227–239 (2017)

    Google Scholar 

  68. Black, I., Veloutsou, C.: Working consumers: co-creation of brand identity, consumer identity and brand community identity. J. Bus. Res. 70, 416–429 (2016)

    Google Scholar 

  69. Foroudi, P., Melewar, T.C., Gupta, S.: Linking corporate logo, corporate image, and reputation: an examination of consumer perceptions in the financial setting. J. Bus. Res. 67(11), 2269–2281 (2014)

    Google Scholar 

  70. Hatch, M.J., Schultz, M.: Toward a theory of brand co-creation with implications for brand governance. J. Brand Manag. 17(8), 590–604 (2010)

    Google Scholar 

  71. Lebeau, Y., Bennion, A.: Forms of embeddedness and discourses of engagement: a case study of universities in their local environment. Stud. High. Educ. 39(2), 278–293 (2014)

    Google Scholar 

  72. Alves, H., Raposo, M.: The influence of university image on student behaviour. Int. J. Educ. Manag. 24(1), 73–85 (2010)

    Google Scholar 

  73. Tuzovic, S., Finsterwalder, J.: Exploring Value and Experience Co-creation of Short-Term Study-Abroad Programs. ANZMAC, Canning Bridge (2009)

    Google Scholar 

  74. Yannakakis, G.N., Liapis, A., Alexopoulos, C.: Mixed-Initiative Co-creativity (2014)

    Google Scholar 

  75. Kaartemo, V., Helkkula, A.: A systematic review of artificial intelligence and robots in value co-creation: current status and future research avenues. J. Creating Value 4(2), 211–228 (2018)

    Google Scholar 

  76. van Doorn, J., et al.: Domo Arigato Mr. Roboto: emergence of automated social presence in organizational frontlines and customers’ service experiences. J. Serv. Res. 20(1), 43–58 (2017)

    Google Scholar 

  77. Glushko, R.J., Nomorosa, K.: Substituting information for interaction: a framework for personalization in service encounters and service systems. J. Serv. Res. 16(1), 21–38 (2013)

    Google Scholar 

Download references

Acknowledgment

This work was supported by Higher School of Textile and Clothing Industries (ESITH) Casablanca, Morocco. This support is gratefully acknowledged.

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Younes Jamouli .

Editor information

Editors and Affiliations

Rights and permissions

Reprints and permissions

Copyright information

© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Jamouli, Y., Hlyal, M., El Alami, J. (2022). Positive Outcomes of Co-creation in Institutional-Student Partnership. In: Kacprzyk, J., Balas, V.E., Ezziyyani, M. (eds) Advanced Intelligent Systems for Sustainable Development (AI2SD’2020). AI2SD 2020. Advances in Intelligent Systems and Computing, vol 1417. Springer, Cham. https://doi.org/10.1007/978-3-030-90633-7_77

Download citation

Publish with us

Policies and ethics