Marketing Education through the lens of S-D Logic

This paper provides a theoretical contribution to the marketing literature by exploring ‘value creation' and ‘value in use' as applied to marketing education and from a service-dominant logic perspective. In 2004 Vargo and Lusch published a seminal article on the ideas and conceptions around Service-dominant (S-D) logic much of which has its roots in relationship marketing research and other concepts. In the education (and more specifically Higher Education) field marketing is a relatively new area of research but one that is likely to grow in significance in the light of the potential environmental and political changes. This paper seeks to extend debate in the field of marketing education by viewing it through the lens of SD Logic and establishes a number of research themes which need to be addressed. It further suggests a conceptual framework which needs further development and testing