Department of Marketing

I am a postdoctoral researcher on the strategic educational initiative “Value co-creating pedagogies” at the Department of Marketing. Value co-creation describes the collaboration between several stakeholders where value is co-created by the participating parties for their mutual benefit. In the context of Higher Education, value co-creation describes how students, teachers, and external stakeholders interact and collaborate as partners in various compositions that offer mutual value to students, faculty, institutions, and external organizations.

This reflects an approach to learning that emphasizes learning through creating value for others. In this project, I am developing a framework for value co-creating pedagogies, which describes an overarching pedagogical approach that promotes and supports value co-creation across multiple stakeholders in higher education.

A pedagogical focus on value co-creation entails a shift in perspective from a value delivery approach (e.g., where teachers deliver value by doing something "to" students) to a co-creation approach (e.g., where teachers facilitate value creation by doing something "with" students). Students actively participate in learning development through value co-creation processes, challenging the learning relationships and power relations underpinning higher education.