A4 Conference proceedings

Working-life-integrated engineering studies – Service marketing perspective


Open Access publication

Publication Details
Authors: Ikävalko Markku, Virkki-Hatakka Terhi, Mielonen Katriina, Kerkkänen Kimmo, Eskelinen Harri
Publication year: 2020
Language: English
Title of parent publication: ENGAGING ENGINEERING EDUCATION, SEFI 49th annual conference proceedings
Start page: 834
End page: 842
Number of pages: 9
ISBN: 978-2-87352-020-5
JUFO-Level of this publication: 1
Open Access: Open Access publication

Abstract

Working life is under constant change and many of the working life requirements are industry specific. This means that, for university educators, working life skills are a moving target. In this paper, we utilize the concept of service marketing into the industry-student cooperation and present a case study about analyzing experiences of engineering studies at LUT University in Finland.
Service marketing concept focuses on the whole process of marketing, not only on the marketing communication. The process concerns value creation and co-creation by service supplier and customer. A service is consumed at the same time it is produced and therefore, cannot be stored. Further, supplier provides resources for customer’s use, but the actual value emerges in customer’s process of turning service into value.
The preliminary results of our research are in line with the concept of service marketing. Value to the industry partner is created in an interaction between that partner and a student. This perspective helps to improve teaching as it differentiates the value generated for the company from the evaluation of the student's personal characteristics. Students are thus evaluated on both the course completion and
the value they produce for the client.This highlights also the role and importance of the commitment by the customer, i.e., the participating company. Further, we noticed that the longer time a company partner and student co-operated the more value was created. This meant also that student’s ability to create
value was noticed and hers/his changes to be employed evidently got better.


Last updated on 2020-03-12 at 12:12