| CODE | MRK2102 | ||||||
| TITLE | Creative Thinking for Marketing | ||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||
| MQF LEVEL | Not Applicable | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | Rationale & Learning Objectives This study-unit aims at broadening the perception of participants and to give them tools they can use to generate ideas to solve marketing problems. The course content is specifically directed towards applicability in the field of marketing. By the end of the study unit, the participants will be expected to have an enhanced their understanding of the importance of creativity in marketing and an improved thinking skills. Indicative Syllabus & Study-Unit Outline The study-unit will be organised around the following topics: - The de Bono Six Thinking hats; - The de Bono DATT (Direct Action Thinking Tools); - Lateral Thinking Techniques; - Sources of new ideas (internal and external); - Idea-generation methods and techniques; - Improving Mind Maps. Reading List Core Textbooks: - De Bono, E. (2000) The Six Thinking Hats, Amazon.com - De Bono, E. (2001) Lateral Thinking for Management, Amazon.com Additional Reading: - De Bono (1993) Serious Creativity: Using the Power of Lateral thinking to create new ideas, Amazon.com - Buzan, T. (1988) Make the most of your mind, Amazon.com - De Bono, E. (2008), 62 Exercises to unlock your most creative ideas, Ulysses Press. |
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| STUDY-UNIT TYPE | Lecture | ||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Claire Briffa Gavril Flores |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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