Work

Breathing Life Into Marketing Scholarship Through Creativity Learning and Teaching

Year: 2022

Type: book-chapter

Abstract: Both employers and higher education institutes acknowledge creativity as a critical skill that all marketing graduates need to be equipped with when entering the job market. Creativity needs to exist within the marketing curriculum and be regarded as an integral part of the academic programmes offered at business schools. Whilst scholarly attempts have been made to find ways of incorporating creativity within the formal training at universities, many scholars acknowledge that creativity in marketing education has received little attention from researchers. This chapter highlights the importance of creative thinking for marketing and reviews the literature to provide a synthesis of the leading models for learning and teaching creativity in marketing modules.

Source: Advances in educational technologies and instructional design book series

DOI: 10.4018/978-1-7998-9542-8.ch011

Authors: Ali B. Mahmoud, Nicholas Grigoriou, Joan Ball

Institutions: St. John's University, Brunel University of London, University of Wales Trinity Saint David, Monash University

Language: English

Topic: Management and Marketing Education

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: green

OpenAlex ID: W4210328646

FWCI: 3.806

Cites: 70

Cited by: 5

Related to: 10