期刊名称：e-Journal of Business Education & Scholarship of Teaching
印刷版ISSN：1835-9132
出版年度：2010
卷号：4
期号：2
页码：13-26
出版社：Australian Business Education Research Association
摘要：Community engagement initiatives geared towards international students can provide universities with the ability to enhance the value of and create a more satisfying overall international student experience. However, few universities have developed this as an area of competitive advantage. The aim of this paper is to provide a new perspective in marketing international education drawing from the services marketing literature on value co-creation and the general literature on community engagement. Understanding how and why community engagement influences the international student experience will give universities a key advantage, and increase the value for the key stakeholders namely, students, the university and the community. In particular, the potential exists for successful community engagement initiatives to provide students with a better overall experience, the community too would benefit from cultural and intellectual capital growth, while universities gain an advantage in an increasingly competitive market. T his paper presents a preliminary model of the role of community engagement as a mechanism through which to co-create value in the international student experience.
关键词：Higher education; international students; community engagement; value ; co creation. ; ; ; ; ; ; ; ; ; ; var currentpos;timer; function initialize() { timer=setInterval("scrollwindow()";10);} function sc(){clearInterval(timer); }function scrollwindow() { currentpos=document.body.scrollTop; window.scroll(0;++currentpos); if (currentpos != document.body.scrollTop) sc();} document.onmousedown=scdocument.ondblclick=initialize Fleischman; Lawley & Raciti – Volume 4; Issue 2 (2010) ; . e-JBEST Vol.4; Iss.2 (2010) ; ; 14 ; Introduction ; ; The landscape of international education is changing. Students are seeking ; opportunities that are not only advantageous to their academic agenda; but ; also to their social and professional development within a global context ; (Marginson; 2010; Agarwal et al.; 2008; Dalglish and Chan; 2005). Recent ; evidence suggests that students want increased community involvement in ; their international education experience (Marginson; 2010; Agarwal et al.; ; 2008; Daglish and Chan; 2005). Additionally; several national surveys report ; that students would like more interaction with the local citizens of the host ; nation (UKCOSA; 2006; Ward; 2001; 2006). Heightened interaction with local ; citizens equates to positive outcomes and a better overall student experience. ; Students who have higher levels of contact with the local community often ; experience better academic and social success (Furnham and Alibai; 1985); ; display lower stress levels (Redmond and Bunyi; 1993) and increased ; satisfaction (Noels; Pon and Clement; 1996). Thus; institutions need to look ; beyond on campus university-student interactions. Interactions with ; international students could be enhanced if universities facilitate value co- ; creation opportunities via community engagement activities. In doing so; ; many of the issues currently damaging the reputation of Australian ; international education may be alleviated. ; ; From a marketing perspective; value co-creation is the premise of this ; research. Briefly; value co-creation is the joint creation of value in a ; collaborative effort by the supplier and the consumer (Prahalad and ; Ramaswamy; 2004; 2004b; Vargo and Lusch; 2004; Payne; Storbaka and ; Frow; 2008; Gronroos; 2008). Moreover; in the context of this research; not ; only is the aim to co-create value between the supplier (universities) and the ; customer (international students); but also the community; supporting a ; tripartite perspective. Thus; as universities operate as businesses; community ; engagement initiatives are emerging as a clear strategy for practicing value ; co-creation. Marketing international education from a value co-creation ; perspective enhances the total value of an international education experience. ; Therefore; universities that successfully generate and market community ; engagement opportunities will create a competitive advantage. However; the ; absence of a cohesive agreement on exactly what community engagement is ; causes difficulties. Hence; the purpose of this research is to understand how ; community engagement can be used as a marketing mechanism to co-create ; value in the international student experience. ; ; Service Marketing ; ; This research is couched in the parent discipline of services marketing. ; Although there was a focus on relationship marketing in the early 2000s (Rust ; and Siong Chung; 2006); many academics sensed the need for a shift and ; broadening within the service field to drive greater cohesiveness across the ; many facets of the discipline (Gronroos; 2008; Kotler; 2005). Vargo and Lusch ; (2004) were among the first to produce research that helped chart the new ; direction of service marketing; which centred on "marketing with" instead of ; "marketing to" the consumer—which is the main premise of value co-creation. ; Vargo and Lusch termed their perspective 'service dominant logic' (SDL).
