Applied Creativity: The Creative Marketing Breakthrough Model

Abstract

Despite the increasing importance of personal creativity in today's business environment, few conceptual creativity frameworks have been presented in the marketing education literature. The purpose of this article is to advance the integration of creativity instruction into marketing classrooms by presenting an applied creative marketing framework. The theoretical basis for the creativity framework, referred to as the creative marketing breakthrough model, is discussed along with its pedagogical implications for marketing education. Furthermore, an illustrated instructional example is provided to highlight the impact of the creative marketing breakthrough model constructs on individual creative performance.