Creating Value in School Education Marketing Through the Cocreation Process – A Conceptual Paper

Abstract

The purpose of this chapter is to systematically review and explore the nature of marketing in higher education (HE) and consider the creation of value through the cocreation process. The objectives of the review were: to collect, document, scrutinize, and critically analyze the current research literature on value elements in marketing and how cocreation between the sender (school) and receiver (student) happens; to establish the scope of education marketing; to identify gaps in the research literature; and to make recommendations for further research in this field.

The approach for this study entailed extensive searches of relevant business management and education databases on value-based marketing and cocreation. The intention was to ensure that, as far as possible, all literature in the field was identified – while keeping the focus on literature of greatest importance to the research question.

The potential benefits of applying marketing theories and concepts which have been effective in the commercial world are being adopted by researchers and managers in the field of not-for-profit education marketing. However, the literature on educational marketing is inconsistent, even contradictory, and lacks theoretical models that reflect upon the particular context of educational marketing and the use of value in the marketing of school services.

The research field of educational marketing, value, and cocreation is still at a relatively pioneer stage with much research still to be carried out both from a problem-identification and also from a strategic perspective. Despite the literature on the marketization of schools and higher education and student behavior, research does not provide evidence of the marketing strategies that have been implemented and marketing of schools remains limited, and this is relatively uncharted territory.

This chapter reviews the literature in the field, focusing on marketing strategies of value and cocreation in the competitive school market for students.

The theoretical findings suggest there is a place for value development and the use of cocreation in the marketing of schools by engaging the student in the process and providing complete transparency and a proper feedback loop. From a managerial position, the findings present changes in how schools should be marketed with more focus on objectives, strategies, marketing tools, staff and student engagement, and performance measures.

The overall conclusion drawn is that marketing of schools has relevance; however, the relevance is only useful if value is developed over time, and supports the school brand and the values that are associated with it in a competitive market.

Citation

Seligman, J. (2012), "Creating Value in School Education Marketing Through the Cocreation Process – A Conceptual Paper", Oplatka, I. and Hemsley-Brown, J. (Ed.) The Management and Leadership of Educational Marketing: Research, Practice and Applications (Advances in Educational Administration, Vol. 15), Emerald Group Publishing Limited, Leeds, pp. 243-265. https://doi.org/10.1108/S1479-3660(2012)0000015013