Practising creativity to develop students in marketing

  • Tracy Harwood Institute of Creative Technologies, De Montfort University
  • Wen Ling Liu Hull University Business School

Abstract

This paper presents the findings of a ‘client-based’ experiential learning innovation introduced into the curriculum of a postgraduate marketing and advertising programme at a UK higher education institution.  Based on interview data from current and former students, academic staff and industry participants (representing an evaluation of up to five years post-implementation), and this research sought to offer empirically generated understanding of student engagement with creative problem-solving.  Students worked in small groups to synthesize their prior learning of the subject in order to devise and competitively present an advertising campaign to a client firm.  Findings highlighted the important role of realism in the approach adopted that led to the development of creative skills and resilience among the cohort.  This paper concludes that whilst students place emphasis on skills that make them more flexible in the application of creative problem-solving, firms appear to value their fluency and ability to elaborate on their decision-making.  With the increasingly prominent feature of experience in contemporary business and marketing programmes today, this paper therefore contributes to an understanding of the process and value of such experiential project-based teaching and learning approaches.

Author Biographies

Tracy Harwood, Institute of Creative Technologies, De Montfort University

Dr Harwood is Professor of Digital Culture and HEA National Teacher Fellow.  Her research interests are in practice-based application of emergent technologies to consumer behaviourProfessor of Digital Culture 

Wen Ling Liu, Hull University Business School

Dr Liu is a Lecturer in Marketing. Her research interests lie in advertising, consumer behaviour, and online marketing communications.

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Published
2019-11-08
How to Cite
Harwood, T., & Liu, W. L. (2019). Practising creativity to develop students in marketing. Student Engagement in Higher Education Journal, 2(3), 54-76. Retrieved from https://sehej.raise-network.com/raise/article/view/873