Enhancing Creative Confidence IN Marketing Pedagogy WITH Design Thinking

Abstract

Creative confidence is a necessary and valuable skill to prepare students for marketing careers. Marketers need to be trained to offer creative solutions to enhance marketing offerings. To help address this need, the aim of this paper is to provide logistical instructions for a class module that enhances students’ creative confidence through design thinking, which can be implemented effectively in one class. Findings from 45 student pre- and post-module surveys on the efficacy of this teaching module indicate that the module increases students’ creative confidence. A detailed implementation plan is provided for educators to use in undergraduate Principles of Marketing, Consumer Behavior, New Product Development, Marketing Strategy, or other marketing courses where neither students nor instructors need prior design thinking knowledge. This module can be adapted to synchronous and asynchronous modalities.

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