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Creating strong university brands by the use of co-creation teaching methods

  • Universities using traditional teaching methods have an educational problem which ultimately turns into a corporate branding issue. While there are some papers mentioning the powerful impact collaborative activities in higher education can have, there was no study found which measures quantitatively the effect of (co-created) teaching environments on consumer-based brand equity, brand preference and motivation. The objective of this thesis was to analyse how far collaborative teaching environments can contribute to co-creating strong university brands and by that solve educational and managerial issues. Therefore, a 4x3 between-subjects design was selected. The study found out that collaborative course design methods have a greater positive influence on outcome variables than traditional course design methods. Also, the flipped classroom model affects the outcomes variables more positively than conventional teaching methods. Implementing co-creation methods in higher education increases competitiveness of universities. In addition, there is not one best collaborative tactic, but several best tactics exist for different purposes. A strategically intelligent market position within higher education can be created by starting to implement the philosophy of co-creation by first applying a flipped classroom model. After universities master it, they should find ways to reduce the complexity factors of implementing collaborative course design methods and integrate those tactics into their arsenal. The study is so far limited that it only consisted of imagined scenarios and was not a field study. Further, scale reliability was not confirmed for every construct. Also, governmental regulations in higher education can restrict universities' collaborative designing efforts. Future researches should work on the notion of co-creation qualification in HE. So do specific types of students, courses and teachers qualify more for the integration of collaborative tactics than others. Last but not least, it remains unclear how far co-creation in the educational space can affect not only students' life at university, but majorly impact their personal development over a longer time period.

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Metadaten
Author:Zied Kamel
URN:urn:nbn:de:kobv:b721-opus4-27524
Referee:Dr. Samuel Kristal
Advisor:Prof. Dr. rer. pol. Carl-Heinz Moritz
Document Type:Bachelor Thesis
Language:English
Date of first Publication:2021/03/31
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2022/02/02
Tag:co-creation, co-creation in higher education, corporate brand co-creation, university brand co-creation, university brand; collaborative course design, traditional course design, traditional teaching methods, collaborative teaching methods, flipped classroom model, problem-based learning, case-based learning; complexity-scoring model, university brand strategy, university brand tactics
Institutes:FB I - Wirtschaftswissenschaften / Business Administration B.A.
Licence (German):License LogoUrheberrechtsschutz