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 Arison School of Business Administration at the Inter-Disciplinary Center at Hertzelia and a visiting professor at the Columbia Business School. His research focuses on creativity, new product development, diffusion of innovation, complexity in market dynamics social networks effects, and social media. He is an Academic Trustee of the Marketing Science Institute.