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Breathing Life Into Marketing Scholarship Through Creativity Learning and Teaching: Integrating Creativity Into Marketing Education

Breathing Life Into Marketing Scholarship Through Creativity Learning and Teaching: Integrating Creativity Into Marketing Education

Ali B. Mahmoud, Nicholas Grigoriou, Joan Ball
Copyright: © 2022 |Pages: 19
ISBN13: 9781799895428|ISBN10: 1799895424|EISBN13: 9781799895435
DOI: 10.4018/978-1-7998-9542-8.ch011
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MLA

Mahmoud, Ali B., et al. "Breathing Life Into Marketing Scholarship Through Creativity Learning and Teaching: Integrating Creativity Into Marketing Education." Handbook of Research on Promoting Global Citizenship Education, edited by Jared Keengwe, IGI Global, 2022, pp. 176-194. https://doi.org/10.4018/978-1-7998-9542-8.ch011

APA

Mahmoud, A. B., Grigoriou, N., & Ball, J. (2022). Breathing Life Into Marketing Scholarship Through Creativity Learning and Teaching: Integrating Creativity Into Marketing Education. In J. Keengwe (Ed.), Handbook of Research on Promoting Global Citizenship Education (pp. 176-194). IGI Global. https://doi.org/10.4018/978-1-7998-9542-8.ch011

Chicago

Mahmoud, Ali B., Nicholas Grigoriou, and Joan Ball. "Breathing Life Into Marketing Scholarship Through Creativity Learning and Teaching: Integrating Creativity Into Marketing Education." In Handbook of Research on Promoting Global Citizenship Education, edited by Jared Keengwe, 176-194. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-7998-9542-8.ch011

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Abstract

Both employers and higher education institutes acknowledge creativity as a critical skill that all marketing graduates need to be equipped with when entering the job market. Creativity needs to exist within the marketing curriculum and be regarded as an integral part of the academic programmes offered at business schools. Whilst scholarly attempts have been made to find ways of incorporating creativity within the formal training at universities, many scholars acknowledge that creativity in marketing education has received little attention from researchers. This chapter highlights the importance of creative thinking for marketing and reviews the literature to provide a synthesis of the leading models for learning and teaching creativity in marketing modules.

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