“…Today's tertiary marketing education environment, characterized by a shift in pedagogy and the availability of technological resources, recognizes that students are no longer passive recipients of their learning experience (Taylor, Hunter, Melton & Godwin, 2011;Chad, 2012). Students' active involvement in their learning leads to improved perceptions of teaching quality, commitment and loyalty to the institution (Hennig-Thurau, Langer & Hansen, 2001), enhanced satisfaction with the learning experience (Hernandez, 2002), and better learning outcomes (Bravo, Lucia-Palacios & Martin, 2014). Hence, scholars are increasingly acknowledging the student and the institution as dynamic mutual contributors to the process of value co-creation in an educational context (Bowden & D'Alessandro, 2011;Navarro-García, Peris-Ortiz, & Rueda-Armengot, 2015).…”