Title

An exploratory study on assessment of creativity in first-year undergraduate marketing units

Document Type

Conference publication

Publication details

von der Heidt, T 2010, 'An exploratory study on assessment of creativity in first-year undergraduate marketing units', in P Ballantine & J Finsterwalder (eds), 'Doing more with less: proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference', Christchurch, NZ, 29 November -1 December, Department of Management, College of Businesss and Economics, University of Canterbury, Christchurch, NZ. ISBN: 9780473178208

Published version available from:

http://anzmac2010.org/proceedings/papers.html#V

Peer Reviewed

Peer-Reviewed

Abstract

Marketing is perceived as an innately creative discipline, one which offers creative solutions to consumer problems. Yet little attention has been given by researchers into how students acquire knowledge of creativity and how it assessed in introductory marketing units. This paper examines how creativity is assessed as a learning outcome in fifteen Australian universities’ first year undergraduate marketing units within a Business program. Results of the analysis of unit statements showed no that university had achieved an aligned course design with respect to creativity learning outcomes, curriculum and assessment. Integrating the creative problem solving process in a marketing task, such as a group-worked marketing plan, is suggested as a way forward.