Marketing Topics: Creativity Research: Implications for Managers and Consumers

MAR520NFB Marketing Topics: Creativity Research: Implications for Managers and Consumers

  • Topics


    The 5-day course will be organized around four key areas of creativity research: the creative process, the creative product, the creative person, and the creative environment.


    1. The creative process

    In this section, students will learn about the cognitive processes underlying creative thought: generation, exploration, fixation, incubation, and insight. The theoretical emphasis will be on research from cognitive psychology (e.g., the Geneplore Model, analogical thinking, metaphor). Students will then be exposed to research examining the influence of the creative process on consumption, product design, innovation, and management of/structure of the creative functions within firms.


    2. The creative product

    What defines a creative outcome? How does one assess the creativity of a given outcome? This section of the course examines the dimensions of creativity (novelty, originality, aesthetics, and surprise), their antecedents, and their measurement. Students will examine how these dimensions (and the factors that encourage their development) influence the way in which firms market creative products to consumers and the management /structure of the creative functions within firms.


    3. The creative person

    While all individuals are capable of creative thought, this section examines the individual differences that facilitate creativity. Students will examine how an individual's ability (e.g., intelligence, knowledge) and motivation (e.g., risk-taking profile, intrinsic motivation) influence creative performance. These findings can be applied to key business decisions including the segmentation of consumers and the hiring of employees.


    4. The creative environment

    What situational factors influence creative performance? In this section we will examine the role that an individual's physical environment has on creative performance. Factors known to influence affect, prime divergent thinking, and facilitate flow states will be examined. Implications for consumer and employee satisfaction (and performance) will be discussed.




  • Learning outcome

    Learning outcome

     In many areas of business, the ability to develop new ideas, creatively solve problems, and generate change is both a recognized standard of success and a key for attaining competitive advantage. Creativity is also ubiquitous in consumer behavior. Consumers use creative approaches to generate unique solutions across a wide range of consumption settings. Firms have recognized consumers' need for creativity, and many are actively designing and marketing products designed to fulfill those needs.


    Despite its business relevance to both the firm and the consumer, empirical research on creativity is surprisingly limited across the business disciplines. Thus, the following are the goals of this course:

    1) To provide doctoral students with a theoretical understanding of the various aspects of creativity

    2) To introduce students to applied research on creativity in marketing, strategy, and management

    3) To encourage students to use their own creative skills to generate ideas and design future research studies


  • Teaching


    Intensive course, June 7, June 9-12

    Buskerud University College, Department of Business and social Sciences, Hønefoss




  • Requirements for course approval

    Requirements for course approval



  • Assessment


    There are no exams in this course.

    Final grades will be based on the following assessments, weighted as indicated:

    - Class Participation and Contribution (25%) Individual assesment.

    - Social Media Project -Stage 1, Presentation and Summary (25%) Group assesment.

    - Social Media Project -Stage 2, Final Paper (50%) Group assesment.


  • Grading Scale

    Grading Scale

    Grading: Pass or fail.


  • Computer tools

    Computer tools

    In addition to playing an active and informed role in the classroom discussions, each student will develop a research proposal that includes the following: upfront conceptual development (with appropriate discussion and citations of literature), clear identification of the research problem, hypothesis development, research design, procedural methodology, sample stimuli and/or measurement instruments (with rationale), and some discussion of the analysis plan.


    To satisfy the requirement of the course the student must receive a passing grade on the research proposal.


  • Semester




  • Literature


    To be announced.



ECTS Credits
Teaching language
Spring, Autumn

Course responsible

Professor Page Moreau.