Marketing is a creative process that creates new products and services, develops pricing and channel strategies, and uses branding to enhance the customer relationship. In addition, marketing communications use a wide range of creative solutions. Marketing involves doing things differently, combining old things with new ones, innovating, surprising, and delighting. Indeed, marketing is closely linked to creative thought and imagination (Levitt, 1983). As Titus (2007) emphasizes, Levitt's ideas hold significance for marketers today and "marketing professionals are likely to find themselves under greater pressure to identify and produce new breakthrough products, services or marketing concepts." Thus, creativity and innovativeness are core competencies for marketers. Creativity is the ability to give birth to something that is both novel (such as original, unexpected, or surprising) and appropriate (useful or adaptive in terms of the task constraints; Stenberg & Lubart, 1999). Within marketing, creativity is defined as a problem-solving process that aims to produce products, services, and marketing initiatives that are unique to the marketplace and create value for the customer (Titus, 2000, 2007). A creative original idea is not enoughfor it to have value, the idea must also be useful and actionable (Amabile, 1998) and implementable (Levitt, 1963/2002). In order to create value in business, creative problem solving needs to combine both creative and critical thinking. Creative thinking is expansive, imaginative, and unconstrained thinking that is associated with exploration and idea generation. Critical thinking in turn is focused, logical, realistic, and practical thinking (Nickerson, 1999). This is why marketing educators need to aim to enhance both the creative and critical thinking skills of their students. Creative problem solving and the ability to invent new products and customer experiences should also be emphasized in the teaching of marketing (Vogel, Cagan, & Boatwright, 2005). Creativity has already been recognized as an important learning objective and tool in marketing curriculums, and many creative methods are used in marketing education even though there are still concerns about whether marketing faculties formally encourage, recognize, develop, 485586J MDXXX10.