ERIC Number: EJ1467225
Record Type: Journal
Publication Date: 2025
Pages: 15
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1052-8008
EISSN: EISSN-2153-9987
Available Date: 0000-00-00
Enhancing Creative Confidence in Marketing Pedagogy with Design Thinking
Annetta Grant1
Marketing Education Review, v35 n1 p16-30 2025
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.
Descriptors: Marketing, Business Education, Design, Creative Thinking, Synchronous Communication, Asynchronous Communication, Prior Learning, Teaching Methods, Self Efficacy, Thinking Skills, Undergraduate Students, Consumer Economics
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Author Affiliations: 1Markets, Innovation, and Design, Freeman College of Management, Bucknell University, Lewisburg, PA, USA