It is Time to Teach Creativity throughout the Marketing Curriculum

Abstract

This article presents an overview of the major concepts relating to creativity, which marketing educators will need to consult as they prepare to include the instruction of creativity formally within the curriculum. The overview is presented through discussions of both psychological constructs of creativity relating to the individual and organizational constructs with their accompanying managerial implications. Individual and group implications of creativity are considered in conjunction with marketing pedagogy. A plea is made to distribute education in creativity throughout the marketing curriculum wherever this is feasible.

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