Mind Map Marketing: A Creative Approach In Developing Marketing Skills  

Oleh:

Eriksson, Lars Torsten ; Hauer, Amie M.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 26 no. 2 (Aug. 2004), page 174-187.
Topik: marketing; problem solving; creativity; problembased learning; mind mapping studies; teaching; learning; business education; radiant thinking; matrix
Fulltext: 174.pdf (237.39KB)

Isi artikel

In this conceptual article, the authors describe an alternative course structure that joins learning key marketing concepts to creative problem solving. The authors describe an approach using a convergent-divergent-convergent (CDC) process: key concepts are first derived from case material to be organized in a marketing matrix, which is then used as the platform for creation of a marketing plan through various forms of creativity resulting in four maps developed through mind mapping, the technique of focus for divergent thinking in this article. Finally, the matrix format returns to summarize the key concepts, models, and major decisions identified during the first two phases. The student benefits from theCDCprocess in learning marketing both through the (re)discovery of what is well-established marketing knowledge and also through creative learning to solve practical problems continually in flux.

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