This course is designed to teach students several systematic creative problem solving methodologies that complement other managerial tools acquired in undergraduate and graduate studies. These methodologies are appropriately implemented when a decision has been made to search for a creative solution.
The course offers students the opportunity to learn how to solve problems, identify opportunities, and generate those elusive ideas that potentially generate enormous benefits to organizations with a very small investment. This course will focus on new product ideation and creative marketing actions. We will also touch upon communications and dilemma resolution.
Content: The course consists (as usual) of lectures, guest speakers, class exercises, home assignments, and a final group project. Lectures will review systematic tools (termed creativity templates) and cover the rationale of structured thought processes. Guest speakers will present wisdom and know-how acquired in the practice of systematic creative ideation through real-life cases.
Jacob Goldenberg is a professor of Marketing at the School of Business Administration in the Hebrew University of Jerusalem, and a visiting professor in the Columbia business school and in IDC. He received his Ph.D. from the Hebrew University of Jerusalem in a joint program of the School of Business Administration and the Racach Institute of Physics. His research focuses on creativity, new...