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Facilitating creative problem solving in the marketing curriculum in response to the demands of the networked information society

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conference contribution
posted on 06.12.2017, 00:00 by Denise WoodDenise Wood, N Lindsay, S Gluth, R Corso, C Bilsborow
This paper describes a systems approach to creative problem solving designed to better prepare marketing graduates for the uncertainties of the networked information society. This is in response to the growing need for future graduates to be able to make effective use of participatory Web 2.0 technologies for building customer relationships and harnessing their creative potential to collaboratively influence and improve product development, and to market products more effectively. The paper outlines alternative marketing paradigms, describes the attributes required of graduates to be able to maximize the potential of Web 2.0 technologies, and the role that creativity plays in developing graduates‘ ability to think critically, identify and solve problems, and communicate effectively. The failure of traditional approaches in teaching and learning to facilitate student creativity is discussed and a systems approach to creative problem solving designed to address these identified challenges is proposed. Illustrative examples of the use of the approach in graduate and undergraduate courses are presented and the potential for integration within the marketing curriculum is discussed.


Parent Title

Proceedings of the 15th World Marketing Congress: The customer is NOT always right? : marketing operations in a dynamic business world, held in Reims, France, 20-23rd July, 2011

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Reims, France


Academy of Marketing Science

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Peer Reviewed


Open Access


External Author Affiliations

University of South Australia; University of Adelaide

Era Eligible


Name of Conference

Biennial World Marketing Congress