Creative Thinking for Marketing Managers
A growing body of academic literature has looked at the tools and techniques needed to encourage creative, innovative, lateral as opposed to traditional linear thinking. In an era where change is the norm, intellectual flexibility is a critical ability; and organizations must be able to generate innovative insights to survive. This course will provide students with an introduction to the tools, techniques and processes used to generate creative marketing insights. The course works on the premise that marketing creativity is not about "eureka" moments of mysterious insights, but the result of a certain disciplined process of thought. This process is also fueled by new qualitative research methods that students will utilize. Students will be exposed to the current literature on the creative process and engage in various exercises used by marketing organizations to generate creative solutions.