Developing Creative Marketing Graduates

Abstract

As marketing education enters its fifth decade of formal instruction, a new challenge has arrived which requires that our pedagogy place some direct emphasis on the development of students’ creative potentials. This paper combines some recently developed models into a larger MAP Model which is useful in generating cognitive creative processes. Behavioral dimensions and implications which are critical to the creative process are also discussed. Examples and methodology to implement the models and related concepts are also presented. The long run hypothesis is that time spent in developing creativity in students will pay large future career dividends.

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