Creativity, Innovation & Problem Solving in Marketing

Catalog description

Participants will learn to meet the demand for rapid, creative solutions to ever-changing business challenges. Addresses creativity stimulation within both individuals and teams by building a toolbox of techniques that participants apply to problems commonly arising in marketing and business. Included are topics such as (1) problem definition (e.g., too narrow vs. too broad), (2) the need for multiple perspectives (e.g., core competency vs. core rigidity), (3) methods for stimulating idea generation (e.g., empathic design), and methods for evaluating ideas and their potential profitability (e.g., conjoint). Prerequisite: MKT 618 .