Fostering Value Cocreation Using an Agency-Style Client Project in Marketing Education
Chiharu Ishida et al.
What the paper says
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.