Abstract
Creativity and marketing imagination are essential core competencies for marketers. Therefore, higher marketing education emphasizes creativity in several ways. However, assessing creativity and creative problem solving is challenging and tools for this purpose have not been developed in the context of marketing education. To address this gap, we analyze the use of Structure of the Observed Learning Outcome (SOLO) taxonomy as an assessment tool in creative problem solving and in doing so develop an assessment framework by contextualizing SOLO taxonomy for client-based marketing development projects. We first introduce earlier literature on assessment and SOLO taxonomy. We then describe a client-based marketing course on creative problem solving. We use SOLO taxonomy to analyze the outcomes and development processes of six student projects and in doing so develop an assessment framework for creative problem solving. Finally, we give suggestions for teachers on how to enhance creative problem solving and its assessment in marketing classrooms.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
