The Integration of Project-Based and Case-Based Learning in Value Co-Creation

Marketing students need to understand the new paradigm of marketing – Value Co-Creation; whereby consumers play an active role in their consumption. Oneof the important topics is consumer value - its definition and process. Marketers cannot co-create consumer value, but instead, they can only demonstrate value proposition. Therefore, learning process of consumer value requires various activities in order to allow students make understanding the concepts of consumer value and value proposition, and also be able to apply in business ecology. The third-year marketing students are assigned both a group project and an individual case in regarding to marketing environment. Students should be able to work independent and as a team members. Analytical and creative skills are required for this learning activity.