The increasing influence of market competition on higher education has been criticized for a focus on short term gains rather than scholarly development. An alternative view of the market that may be more appropriate is provided by Service-Dominant logic (S-D Logic). Value co-creation takes place through resource integration and service exchange, enabled and constrained by institutions and institutional arrangements. Lecturers combine their knowledge with that of the students to develop the students’ resources. A co-creative approach based on S-D Logic challenges universities to take on board how they create value for their students and other stakeholders. Implications are discussed for the student experience and student engagement. In addition, the role of the university in developing collaborative ecosystems in the wider community is discussed. A case study is provided to stimulate discussion on how far students can and should co-create their own curriculum.