Breathing Life Into Marketing Scholarship Through Creativity Learning and Teaching

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.