The aim of this study is to discuss the role, multi-dimensionality and management of prosumption in educational settings, namely in university education. In the first part of the paper, the phenomenon of prosumption is briefly discussed and its different dimensions are elaborated on. Then its role in postgraduate university education is presented. The empirical research is based on a case study
... [Show full abstract] of postgraduate studies in the area of key account management, run for more than 10 years. We combined various data sources in this research: observation, survey and personal interviews. Our research identifies four dimensions of prosumption, namely: Enriching the quality of teaching process in action (1), Contributing to program improvement (2), Involvement in word-of-mouth marketing (3), and Contributing to scientific potential of service provider (4). While presenting dimensions of prosumption observed at university education, we also demonstrate how this prosumption is facilitated by the university and, especially, programme organizers and teachers. Thus, our study contributed also to better understanding of how prosumption may be managed in professional services area.
