3. Value Co-creation, Collaborative Learning and Competences in Higher Education

Value co-creation is a current topic in the field of marketing. However, little knowledge has been applied to the context of university education to improve students’ skills. Setting out from this research gap, this research’s main objective is to provide the dominant achievements of a project of educational innovation associated with the learning of marketing and developed between the universities of Seville (U.S.) and Málaga (UMA) in the framework of the Andalucía TECH Proyect. 331 students took part, addressing development work in mixed groups through the Open-source learning platform in the Moodle environment. Regarding generic skills related to the European Higher Education Area, the surveys of students who have participated in the project reveal that their taking part in the project has allowed them to mainly improve the following skills: (a) collaborative teamwork; (b) efficient time use; (c) handling new online resources; (d) finding new ideas and solutions. They also showed a high satisfaction with the resources available, the improvement of their competences and, globally, their participation in the value co-creation process.