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Perceptions and Reality: Creativity in the Marketing Classroom

According to both the popular press and academia, creativity is an important skill for business practice and marketing education. This article addresses “What is creativity?” and “Can creativity be taught or nurtured?” and provides an analysis of both student perceptions about creativity and their levels of creativity. The results indicate that both business and marketing students perceived creativity as important to their career. Marketing students placed greater importance on creativity than other business students and found creativity to be as important to their careers as other important skills (e.g., writing, oral presentation, teamwork, etc.). It was also found that the marketing and other business students believed that creativity is a skill that can be learned. Although marketing students have a better appreciation of the importance of creativity than other business students, they do not appear to be more creative than other business students or nonbusiness students.