Fostering Value Cocreation Using an Agency-Style Client Project in Marketing Education
Chiharu Ishida et al.
Abstract
Experiential learning is key to any discipline, and in marketing it is of particular interest to foster mastery and a sense of professionalism through a client project in the classroom. In the marketing education literature, the value of client projects is well documented. Building on the value cocreation (VCC) stream of research and project-based learning, we propose that a multicourse, full-service “agency-style” structure allows classes to realize VCC beyond the traditional client-based project. We define agency-style projects as those in which teams from different courses are assigned unique, interrelated tasks and ultimately offer a comprehensive recommendation for the client’s multidimensional marketing challenges. We teamed four marketing courses to document the process as we facilitated creation of amplified value to all parties. This agency-style approach has seldom been implemented and documented, and our study contributes to the discipline by suggesting unique ways to bring a holistic understanding of marketing to students and provide synergy for meaningful experiential learning. We compare this agency-style approach to the traditional client-based project which we define as a single class working for the same client independently of other marketing courses. The research also builds a theoretical framework illustrating the process by which value can be cocreated.
Evidence weight
Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40
| F · citation impact | 0.50 × 0.4 = 0.20 |
| M · momentum | 0.50 × 0.15 = 0.07 |
| V · venue signal | 0.50 × 0.05 = 0.03 |
| R · text relevance † | 0.50 × 0.4 = 0.20 |
† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.