Document Type
Article
Publication Date
2-2025
Publication Title
Journal of Marketing Education
Keywords
client projects, experiential learning, value cocreation, professional agency, multiclass format, team projects
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.
Funding Source
This article was published Open Access thanks to a transformative agreement between Milner Library and Sage Journals.
DOI
10.1177/02734753251318180
Recommended Citation
Ishida, C., Kaufman, P., Gibson, M., & Hunter, G. (2025). Fostering Value Cocreation Using an Agency-Style Client Project in Marketing Education. Journal of Marketing Education, 0(0). https://doi.org/10.1177/02734753251318180
Comments
First published in Journal of Marketing Education: https://doi.org/10.1177/02734753251318180
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/ licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.