Creative teaching methods in marketing higher education: A case study of a portuguese marketing school

Azinheira, Joana Isabel Moreira

http://hdl.handle.net/10400.26/38575

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Authors

Azinheira, Joana Isabel Moreira

Advisor(s)

Santos, Fernando

Abstract(s)

This dissertation investigates the creative teaching methods applied in marketing courses. Its purpose is to understand how marketing higher education institutions can improve the students’ learning experience by using creative teaching methods. A qualitative approach was used, and an exploratory case study was conducted, which contributed to getting a deeper insight into the problem. Data were collected through document analysis, and eleven interviews were conducted with marketing higher education students of IPAM Porto, to understand (1) the creative teaching methods applied in marketing courses, (2) the specific application of each method, (3) their influence on the students’ learning experience, and (4) the improvement of the learning experience of students by innovating methods’ application. The findings of this study can support marketing higher education institutions and teachers understanding how the application of creative teaching methods improves the students’ learning experience. Suitable and contextualized creative teaching methods that promote direct contact with the business world, adaptation to new situations, teamwork, the development of creative skills, and that are seen as a new challenge, enrich the learning experience of students. Due to this study’s approach, the number of interviewees, and the fact that interviews were conducted mainly online, these findings may not be generalized.The high demand for marketers’ creative skills, as well as the lack of studies and depthless understanding of the improvement of the students’ learning experience through the application of creative teaching methods, reveal the relevance of this research.