Breathing Life Into Marketing Scholarship Through Creativity Learning and Teaching

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.

The role of social media engagement and emotional intelligence in successful employment

“…Factors influencing successful employment Successful employment requires factors that include the applicant's technical and nontechnical skills (Jackson, 2013;Dacre Pool and Qualter, 2013;Qenani et al, 2014). Technical skills are referred to academic achievements, practical experiences, critical thinking skills, problem-solving skills, teamwork skills, leadership and management skills, presentation skills and knowledge (Jackson, 2013;Dacre Pool and Qualter, 2013;Qenani et al, 2014;Landry, 2019;Mahmoud et al, 2022a). However, despite the solid technical skills requirement, many studies (e.g.…”

“…EI is a critical concept in successful employment because the traits of EI include the ability to self-access (self-awareness), the drive to achieve a specific goal (motivation), effective and excellent interaction and communication ability (social skills), selfmanagement or self-regulation and the ability to understand the feelings of other (empathy) (Kruse et al, 2018). The main reason for adopting such a perspective originates in the need for creativity and response to technological advancements, including effectively having social media engagement and creating innovative marketing promotions or activities (Mahmoud et al, 2022a). For this reason, this research aims to demonstrate the role of social media engagement by considering EI in successful employment since the two concepts are scarce in the literature (Zhoc et al, 2020).…”

“…Employment through social media platforms has been increasingly popular to enhance the chances of attaining new jobs and careers; platforms such as LinkedIn have been one of the most popular social media platforms connecting employers and recruiters directly to potential candidates and job sites (Mahmoud et al, 2021b(Mahmoud et al, , 2022a. Therefore, this research explores the traits and factors influencing social media engagement and EI, impacting successful employment in young adults within the educational sector.…”