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From Consumer to Prodsumer: Contemplation on Product, Producer and Consumer in Tertiary Education
Abstract
This chapter aims to open a discussion on how tertiary level students of 21st century transform from passive receivers of courses to producer – consumers. The chapter brings up a new term that is “prodsumer.” The term explains that students assume two roles simultaneously. By designing the learning programs, deciding the technology, and by choosing the source of information, they become producers of their service package. On the other hand, by consuming the package that they initially created, they are consumers too. A new era is opening up, and in this new era students will assume and practice the “power” which they had never before. When the power of producer and consumer is united in one hand, this will initiate a new look to the age old marketing marketing paradigm. Thus, such conception will certainly be the milestone of new argumentations.
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