‘All together now’: the role of co-creation in student recruitment

Emma Jane Winter, Tony Conway

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

Abstract

With the nature of the Higher Education environment becoming increasingly competitive, this paper considers the marketing of HE from a service-dominant logic perspective and argues that universities should be striving to provide opportunities for value co-creation not just among existing students but more importantly, with prospective students.

With this in mind, the paper aims to explore co-creation opportunities at university open days through a series of qualitative, semi structured interviews with both prospective students and open day organisers.

This study is beneficial for both academics and practitioners as the objectives are twofold: to add to the academic debate by providing a valuable insight into the beginnings of the student/university relationship which is currently underexplored; and to offer practitioners some understanding of how potential students perceive co-creation and ultimately how this might affect university choice.
Original languageEnglish
Title of host publicationAcademy of Marketing 2014 conference proceedings
Publication statusPublished - Jul 2014
EventAcademy of Marketing Conference - Bournmouth, United Kingdom
Duration: 7 Jul 201414 Jul 2014

Conference

ConferenceAcademy of Marketing Conference
Country/TerritoryUnited Kingdom
Period7/07/1414/07/14

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