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ERIC Number: EJ1062832
Record Type: Journal
Publication Date: 2015
Pages: 19
Abstractor: As Provided
Reference Count: 56
ISSN: ISSN-0884-1241
Degrees of Co-Creation: An Exploratory Study of Perceptions of International Students' Role in Community Engagement Experiences
Fleischman, David; Raciti, Maria; Lawley, Meredith
Journal of Marketing for Higher Education, v25 n1 p85-103 2015
Increased competition for the international student market has motivated universities to modernize their marketing strategies. Community engagement is an important component of students' international university experience and represents a potential point of competitive advantage. Developing marketing strategies around university-student-community engagement (U-S-CE) requires an understanding of the perspectives of international students, the university and the community. We anchored our study in value co-creation which is a principle of the service dominant logic framework found in the marketing literature. With limited research in the area, a qualitative approach was appropriate. Interviews were undertaken with key university members (n?=?4) and community members (n?=?5) concurrently with focus groups of international students (n?=?22) at a single university. Based on the degree of co-creation by international students in U-S-CE, three groups emerged: "consumers," "collaborators" and "co-designers." This study offers theoretical and practical insight, providing a platform for further research into U-S-CE.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Australia