hig.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Mind Map Marketing: A Creative Approach in Developing Marketing Skills
University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
2004 (English)In: Journal of Marketing Education, ISSN 0273-4753, E-ISSN 1552-6550, Vol. 26, no 2, 174-187 p.Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
2004. Vol. 26, no 2, 174-187 p.
Identifiers
URN: urn:nbn:se:hig:diva-2319DOI: 10.1177/0273475304265634OAI: oai:DiVA.org:hig-2319DiVA: diva2:118981
Available from: 2007-02-22 Created: 2007-02-22 Last updated: 2012-08-14Bibliographically approved

Open Access in DiVA

No full text

Other links

Publisher's full text

Search in DiVA

By author/editor
Eriksson, Lars Torsten
By organisation
Ämnesavdelningen för företagsekonomi
In the same journal
Journal of Marketing Education

Search outside of DiVA

GoogleGoogle Scholar

Altmetric score

Total: 301 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf