University Of Southern Queensland Co-Creating Values

University of Southern Queensland:

Co-creating Value

INTRODUCTION

Co-creating value between the service provider and customer is a key factor to consider when assessing a brand. For the University of Southern Queensland, it is vital to understand what factors influence its customer, so that the target audience can be effectively segmented and the service appropriately positioned to them. To begin, a discussion of brand-image and the target audience’s perception of the University of Southern Queensland’s. Next, an exploration of brand congruency. Then an outline of the types of brand attitude applied to the brand. A definition of social influences will be undertaken. The rituals and artefacts associated with a tertiary education service will be documented. Finally, recommendations will be provided to achieve optimal co-creation of value for the University of

207). Universities have several associated artefacts that provide value to the service. Markauskaite and Goodyear (2016, p. 219) document that students identified three main artefacts associated with a university's service: accountability, pedagogical and professional. Accountability artefacts are the tests and records of students’ learning, pedagogical artefacts are students’ assessment demonstrating learning and professional artefacts are problem-solving, organisational and performance experiences (Markauskaite & Goodyear 2016, p. 219).

CONCLUSION The University of Southern Queensland’s brand is central to co-creating value between customers and the service. How brand-image is key to target audience perception was discussed. Brand congruency was then explored. Brand attitudes were then applied to the brand. Next, social influences were defined. Finally, the associated rituals and artefacts were documented. The co-creation of value is necessary for a service to excel.