IP Outreach Research > IP Creation
Reference
| Title: | Perceptions and Reality: Creativity in the Marketing Classroom |
| Author: | Denny E McCorkle, Janice M Payan and Nathan D Kling [University of Northern Colorado], James Reardon [University of Northern Colorado and University of Ljubljana] |
| Source: | Journal of Marketing Education 29, no. 3: 254-261 |
| Year: | 2007 |
Details
| Subject/Type: | Creativity |
| Focus: | Success Factors |
| Country/Territory: | United States of America |
| Objective: | To examine student perceptions about creativity and their levels of creativity. |
| Sample: | 316 undergraduate non-business, business and marketing students at a western US university |
| Methodology: | Survey |
Main Findings
Both business and marketing students view creativity as important to their career. However, marketing students place greater importance on creativity than the business student respondents do. While marketing majors find creativity as important as other career skills, non-marketing business majors perceive it as much less important than knowledge in their respective discipline.
The study also finds that marketing and other business students agree that creativity is a skill that can be learned. No difference in creativity levels between marketing and other business majors is found; there are no differences in creativity between marketing majors and non-business majors either.
Marketing students feel that professors clearly encourage and develop creativity, but that they do not necessarily reward it.
The authors highlight the importance of greater creativity training efforts, and of developing ways to reward student creativity in the marketing classroom (e.g. formal and visible reward in grading schemas for marketing projects or assignments).
[Date Added: Aug 18, 2008 ]