FOSTERING BUSINESS STUDENTS’ CREATIVITY: USING ARTS BASED EDUCATION IN AN INTERDISCIPLINARY APPROACH

This study addresses a pedagogical experience of marketing students’ creativity development by involving students in the applied arts-based creativity education course “Abstraction and reality”. Titus (2007) Creative Marketing Breakthrough Model served as a theoretical framework for the course syllabus design. The course “Abstraction and reality” has been offered as an elective class to ISM University of Management and Economics (Lithuania) marketing students for 5 years. The students’ responses indicate that the course stimulates their creative thinking skills. The pedagogical implications for successful implementation of this kind of course for marketing faculty are provided.

The arts based marketing education framework discussed in this article is grounded on Titus (2007) Creative Marketing Breakthrough Model. Titus (2007) offered five framework dimensions as the basis for creativity teaching/learning in marketing: uncommon sense, uncertainty, knowledge, motivation, and cognitive flexibility.