Breathing Life Into Marketing Scholarship Through Creativity Learning and Teaching

Book chapter

Mahmoud, A., Grigoriou, N. and Ball, J. (2022). Breathing Life Into Marketing Scholarship Through Creativity Learning and Teaching. in: Keengwe, J (ed.) Handbook of Research on Promoting Global Citizenship Education IGI Global. pp. 176-194
AuthorsMahmoud, A., Grigoriou, N. and Ball, J.
EditorsKeengwe, J
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.

KeywordsCreativity; Creative Marketing Breakthrough Model (CMB); Geneplore Models; MAP Model; Analogous Systems Model; Divergent Thinking
Page range176-194
Year2022
Book titleHandbook of Research on Promoting Global Citizenship Education
PublisherIGI Global
File
License
File Access Level
Open
ISBN9781799895428
Publication dates
Online2022
Publication process dates
Deposited23 Oct 2023
Digital Object Identifier (DOI)https://doi.org/10.4018/978-1-7998-9542-8.ch011
Web address (URL)https://doi.org/10.4018/978-1-7998-9542-8.ch011
Permalink -

https://openresearch.lsbu.ac.uk/item/94w14

Download files

File
CreativityChapterAccepted.pdf
License: CC BY 4.0
File access level: Open

  • 44
    total views
  • 61
    total downloads
  • 8
    views this month
  • 5
    downloads this month

Export as

Related outputs

Exploring the public's beliefs, emotions and sentiments towards the adoption of the metaverse in education: A qualitative inquiry using big data
Mahmoud, A. (2024). Exploring the public's beliefs, emotions and sentiments towards the adoption of the metaverse in education: A qualitative inquiry using big data. British Educational Research Journal. https://doi.org/10.1002/berj.4026
Investigating gender as a moderator of extreme-context perception effects on behavioural tendencies towards fashion brands on Instagram in West Africa
Mahmoud, A.B, Berman, A., Grigoriou, N and Solakis, K (2023). Investigating gender as a moderator of extreme-context perception effects on behavioural tendencies towards fashion brands on Instagram in West Africa. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2023.2278058
Climate Change Risks, Sustainability, and Luxury Branding: Friend or a Foe
Mahmoud, A.B., Kumar, V., Fuxman, L. and Mohr, I. (2023). Climate Change Risks, Sustainability, and Luxury Branding: Friend or a Foe. Industrial Marketing Management. 115, pp. 57-68. https://doi.org/10.1016/j.indmarman.2023.09.008
Examining generational differences as a moderator of extreme-context perception and its impact on work alienation organisational outcomes—implications for the workplace and remote work transformation
Mahmoud, A.B., Berman, A., Reisel, W.D., Fuxman, L. and Hack-Polay, D. (2023). Examining generational differences as a moderator of extreme-context perception and its impact on work alienation organisational outcomes—implications for the workplace and remote work transformation. Scandinavian Journal of Psychology. https://doi.org/10.1111/sjop.12955
The Metaverse and Web 3.0: Revolutionising Consumption and Communication for the Future
Mahmoud, A.B. (2023). The Metaverse and Web 3.0: Revolutionising Consumption and Communication for the Future. in: Keikhosrokiani, P. (ed.) Handbook of Research on Consumer Behavioral Analytics in Metaverse and the Adoption of a Virtual World pp. 322-345
The Role of Social Media Engagement and Emotional Intelligence in Successful Employment
Ashaye, O., Mahmoud, A.B., Munna, A.S. and Ali, N. (2023). The Role of Social Media Engagement and Emotional Intelligence in Successful Employment. Higher Education, Skills and Work-based Learning. 13 (2), pp. 315-337. https://doi.org/10.1108/HESWBL-07-2022-0158
Entrepreneurial Marketing Intentions and Behaviours among Students: Investigating the Roles of Entrepreneurial Skills, Entrepreneurial Self-efficacy, and Family Business Exposure
Mahmoud, A.B., Berman, A., Reisel, W.D., Fuxman, L., Grigoriou, N. and Tehseen, S. (2023). Entrepreneurial Marketing Intentions and Behaviours among Students: Investigating the Roles of Entrepreneurial Skills, Entrepreneurial Self-efficacy, and Family Business Exposure. International Review of Entrepreneurship. 21 (1), pp. 123-148.
No one is safe! But who’s more susceptible? Locus of control moderates pandemic perceptions’ effects on job insecurity and psychosocial factors amongst MENA hospitality frontliners: a PLS-SEM approach
Mahmoud, A.B., Reisel, W.D., Hack-Polay, D. and Fuxman, L. (2023). No one is safe! But who’s more susceptible? Locus of control moderates pandemic perceptions’ effects on job insecurity and psychosocial factors amongst MENA hospitality frontliners: a PLS-SEM approach. BMC Public Health. 21 (2023). https://doi.org/10.1186/s12889-021-12071-2
Factors affecting value co-creation through artificial intelligence in tourism-a general literature review
Solakis, K., Katsoni, V., Mahmoud, A.B and Grigoriou, N. (2022). Factors affecting value co-creation through artificial intelligence in tourism-a general literature review. Journal of Tourism Futures. https://doi.org/10.1108/JTF-06-2021-0157
Barriers to the effective exploitation of migrants' social and cultural capital in hospitality and tourism: A dual labour market perspective
Hack-Polay, D., Mas, F.D., Mahmoud, A.B and Rahman, M. (2022). Barriers to the effective exploitation of migrants' social and cultural capital in hospitality and tourism: A dual labour market perspective. Journal of Hospitality and Tourism. 50, pp. 168-177. https://doi.org/10.1016/j.jhtm.2022.01.012
Steering Resilience in Nursing Practice: Examining the impact of Digital Innovations and Enhanced Emotional Training on Nurse Competencies
Hack-Polay, D., Mahmoud, A.B., Ikafa, I., Rahman, M., Kordowicz, M. and Verde, J. M. (2022). Steering Resilience in Nursing Practice: Examining the impact of Digital Innovations and Enhanced Emotional Training on Nurse Competencies. Technovation. 120. https://doi.org/10.1016/j.technovation.2022.102549
Locus of control as a moderator of the effects of COVID-19 perceptions on job insecurity, psychosocial, organisational and job outcomes for MENA region hospitality employees
Mahmoud, A. B., Reisel, W. D., Fuxman, L. and Hack‐Polay, D. (2022). Locus of control as a moderator of the effects of COVID-19 perceptions on job insecurity, psychosocial, organisational and job outcomes for MENA region hospitality employees. European Management Review. 19 (2), pp. 313-332. https://doi.org/10.1111/emre.12494
Pandemic pains to Instagram gains! COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa: Tech-native vs non-native generations
Mahmoud, A.B., Ball, J., Rubin, D., Fuxman, L., Mohr, I., Hack-Polay, D., Grigoriou, N. and Wakibi, A. (2021). Pandemic pains to Instagram gains! COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa: Tech-native vs non-native generations. Journal of Marketing Communications. 28 (8), pp. 864-888. https://doi.org/10.1080/13527266.2021.1971282
Homesickness in developing world expatriates and coping strategies
Hack-Polay, D. and Mahmoud, A.B. (2021). Homesickness in developing world expatriates and coping strategies. German Journal of Human Resource Management. https://doi.org/10.1177/2397002220952735
“We aren't your reincarnation!” workplace motivation across X, Y and Z generations
Mahmoud, A.B., Fuxman, L., Mohr, I, Reisel, W. and Grigoriou, G. (2021). “We aren't your reincarnation!” workplace motivation across X, Y and Z generations. International Journal of Manpower. 42 (1), pp. 193-209. https://doi.org/10.1108/IJM-09-2019-0448
Who’s more vulnerable? A generational investigation of COVID-19 perceptions’ effect on Organisational citizenship Behaviours in the MENA region: job insecurity, burnout and job satisfaction as mediators
Mahmoud, A.B., Hack-Polay, D., Reisel, W. D., Fuxman, L., Grigoriou, N., Mohr, I. and Aizouk, R. (2021). Who’s more vulnerable? A generational investigation of COVID-19 perceptions’ effect on Organisational citizenship Behaviours in the MENA region: job insecurity, burnout and job satisfaction as mediators. BMC Public Health. 21 (1). https://doi.org/10.1186/s12889-021-11976-2
What Sort of Collective Bargaining is Emerging in Nigeria?
Opute, J. and Mahmoud, A. (2021). What Sort of Collective Bargaining is Emerging in Nigeria? Personnel Review. https://doi.org/10.1108/PR-12-2020-0872
The dark side of artificial intelligence in retail services innovation
Mahmoud, A.B., Tehseen, S. and Fuxman, L. (2020). The dark side of artificial intelligence in retail services innovation. in: Pantano, E. (ed.) Retail Futures: The good, the bad and the ugly of the digital transformation Emerald Publishing Limited. pp. 165-180
Developing and validating a new multi‐dimensional scale for anti‐social behavior in a higher education setting
Mahmoud, A.B., Hack‐polay, D., Fuxman, L., Massetti, B. and Zaher Al Samarh, A. (2020). Developing and validating a new multi‐dimensional scale for anti‐social behavior in a higher education setting. Scandinavian Journal of Psychology. 61 (4), pp. 502-512. https://doi.org/10.1111/sjop.12635
The reincarnation of work motivation: Millennials vs older generations
Mahmoud, A.B, Reisel, W.D., Grigoriou, N., Fuxman, L. and Mohr, I. (2020). The reincarnation of work motivation: Millennials vs older generations. International Sociology. 35 (4), p. 393– 414. https://doi.org/10.1177/0268580920912970
Political advertising effectiveness in war-time Syria
Mahmoud, A.B., Grigoriou, N., Reisel, W. and Fuxman, L. (2019). Political advertising effectiveness in war-time Syria. Media, War & Conflict. 13 (4), pp. 375-398. https://doi.org/10.1177/1750635219841356
Total Quality Management Boosters and Blockers in a Humanitarian Setting: An Exploratory Investigation
Mahmoud, A.B., Alatrash, M., Fuxman, L., Meero, A.A. and Eiad Yafi (2019). Total Quality Management Boosters and Blockers in a Humanitarian Setting: An Exploratory Investigation. SAGE Open. 9 (2). https://doi.org/10.1177/2158244019841919
Assessing Patients’ Perception of Health Care Service Quality Offered by COHSASA-Accredited Hospitals in Nigeria
Mahmoud, A.B., Ekwere, T., Fuxman, L. and Meero, A.A. (2019). Assessing Patients’ Perception of Health Care Service Quality Offered by COHSASA-Accredited Hospitals in Nigeria. SAGE Open. 9 (2). https://doi.org/10.1177/2158244019852480
Email is Evil! Behavioural Responses towards Permission-based Direct Email Marketing and Gender Differences
Mahmoud, A.B., Grigoriou, N., Fuxman, L., Hack-Polay, D., Mahmoud, F.B., Yafi, E. and Tehseen, S. (2019). Email is Evil! Behavioural Responses towards Permission-based Direct Email Marketing and Gender Differences. Journal of Research in Interactive Marketing. 13 (2). https://doi.org/10.1108/jrim-09-2018-0112
Loneliness, friendship, and facebook intrusion. A study in Poland, Slovakia, Syria, Malaysia, and Ecuador
Błachnio, A., Przepiórka, A., Wołońciej, M., Mahmoud, A.B., Holdoš, J. and Yafi, E. (2018). Loneliness, friendship, and facebook intrusion. A study in Poland, Slovakia, Syria, Malaysia, and Ecuador. Studia Psychologica. 60 (3), pp. 183-194. https://doi.org/10.21909/sp.2018.03.761
What Forms University? An Integrated Model from Syria
Khalifa, B. and Mahmoud, A.B. (2015). What Forms University? An Integrated Model from Syria. Verslas: teorija ir praktika. 17 (1), pp. 46-55. https://doi.org/10.3846/btp.2016.560