MCPR 571 | Course Introduction and Application Information - Master of Business Administration (MBA) (With Thesis)

Course Name

Creative Thinking

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
MCPR 571	Fall/Spring	3	0	3	7.5

Prerequisites	None
Course Language	English
Course Type	Elective
Course Level	Second Cycle
Mode of Delivery	-
Teaching Methods and Techniques of the Course	Group Work Case Study Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Öğr. Gör. Dr. Burak AMİRAK
Assistant(s)	-

Course Objectives	This course is designed to explore the nature of creativity, creative thinking and creative problem solving. Students will investigate how creativity, creative thinking, creative problem solving, and visual communication influence our world, especially integrated marketing communication. Creativity theorists, famous artists, copy writers and art directors from around the world will be explored to see how the influence and principles of creative thinking and creative problem solving can be used as a way of self expression. Students will also learn various tools and techniques to develop more flexible thinking and powerful and effective marketing communication messages. The history of advertising, communication objectives and creative strategies, idea development and creative concepts, and current events will be explored. Additionally, the course will familiarize students with the nature of creativity, both as an inherent human activity and as a practiced activity. The course will emphasize the personality and creative processes of creative individuals, social relationships and networks surrounding creative work; gate keeping; the diffusion of innovation; and the nature of creative organizations, creative cities, and creative eras. The course provides students a thorough grounding in creative advertising history, industry practices, strategies and concept development.
Learning Outcomes	The students who succeeded in this course; To develop a critical understanding of concepts, theories and trends in creative and strategic thinking To develop skills for creative problem solving. To analyze and evaluate ideas and concepts according to their potential in the realm of marketing communication objectives. To inspire flexible thinking, effective communication, a deep well of ideas and solutions, and empower their creative process & success. To discuss current social and economic forces are conspiring to either facilitate or diminish creative work in the future.
Course Description	Students will seek to integrate critical understanding with experiential knowledge to gain a deep understanding of the material and a more intimate understanding of themselves. This course is designed for students to become a better creative, strategic and critical thinker, learn some of the basic principals and theories of creativity, creative problem solving, and how to apply them, so that they can create effective communication. The focus of the class will be thinking and discussing. Analytical systems to critiquing the meaning and effectiveness of persuasive devices in advertising creative content, creative tools, techniques and methods will be introduced and discussed in class.
Related Sustainable Development Goals

Course Category	Core Courses
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation
1	Introduction of the course and course schedule
2	Discussion on creativity
3	The Context of Creativity	Csikszentmihalyi, Mihaly (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York: Harper Perennial. Chapter 6
4	Domains of Creativity	Csikszentmihalyi, Mihaly (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York: Harper Perennial. Chapters 10-12
5	Sources of Creative Inspiration	Boorstin, Daniel (1992). The Creators. Chapter 45, “Divine Michelangelo” – pp 407-419. New York: Random House. Gardner, H, Chapter 5, “Pablo Picasso: Prodigiousness and Beyond” Perkins, David. Selection from The Minds Best Work, Chapter 2, pp 41-73
6	Creative Personality and Psychology	Csikszentmihalyi, Mihaly (1996), Chapter 3, “The Creative Personality” in Creativity: Flow The Psychology of Discovery and Invention. Gardner, H. Chapter 4, “Albert Einstein: The Perennial Child” “How to think like DaVinci” by Michael J. Gelb
7	Innovative Milieus: Culture, History, and Creativity	Guest Speaker Gardner, H. “Epilogue: The Modern Era and Beyond” pg 391-405 in Creating Minds Hall, Peter. Cities in Civilization. (selections) Simonton, DK.
8	Cognition and Creativity	Sternberg, Robert J., Editor (1999). Handbook of Creativity. New York: Cambridge University Press.Chapters 10-15
9	Development and Creativity	Csikszentmihalyi, Mihaly (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York: Harper Perennial. Chapters 7-9 Sternberg, Robert J., Editor (1999). Handbook of Creativity. New York: Cambridge University Press. Chapters 9, 21
10	Creativity in the IMC Environment	The Artist’s Way: A Spiritual Path to Higher Creativity, Chapter 1
11	Creative Problem Solving	Min Basadur, “Optimal Ideation-Evaluation Ratios”, Creativity Research Journal, Vol. 8, No. 1, pp.63–75, 1995 Mark A. Runco and Ivone Chand, “Cognition and Creativity”, Educational Psychology Review, 7, 243–267, 1995 Donald J. Treffinger, “Creative Problem Solving: Overview and Educational Implications”, Educational Psychology Review, 7(3), 301–312, 1995
12	Creative Problem Solving	Min Basadur, “Optimal Ideation-Evaluation Ratios”, Creativity Research Journal, Vol. 8, No. 1, pp.63–75, 1995 Mark A. Runco and Ivone Chand, “Cognition and Creativity”, Educational Psychology Review, 7, 243–267, 1995 Donald J. Treffinger, “Creative Problem Solving: Overview and Educational Implications”, Educational Psychology Review, 7(3), 301–312, 1995
13	(Critically) Evaluating IMC Campaigns	Guest Speaker - Creative Director in Advertising
14	Presentations
15	Presentations
16	Review of the semester

Course Notes/Textbooks

Suggested Readings/Materials

Cameron, Julia (1996); The Vein of Gold: A Journey to Your Creative Heart. Jeremy P. Tarcher/Putnam. ISBN 0-87477-879-4.
Gelb, Michael J. (1998); How to Think like Leonardo da Vinci: Seven Steps to Genius Everyday. Dell Publishing ISBN0-440-50827-4
Neumeier, Marty (2006); The Brand Gap: How to bridge the distance between business strategy and design,AIGA/New Riders, ISBN 0-321-34810-9
Amabile, Teresa (1996); Creativity and Innovation in Organizations, Harvard Business School, Case # 9-396-239, (available electronically at http://www.hbsp.harvard.edu/hbsp/index.jsp?_requestid=462, or directly at http://harvardbusinessonline.hbsp.harvard.edu/b01/en/common/item_detail.jhtml;jsessionid=NZACQ4URPVHMEAKRG WDR5VQBKE0YIISW?id=396239&referral=2340
Altstiel, Tom; Grow, Jean (2005); Advertising Strategy: Creative Tactics From the Outside/In. Sage publications, ISBN: 0-4129-1796-4
Cameron, Julia (2002); The Artist’s Way: A Spiritual Path to Higher Creativity. Penguin Putnam Inc., ISBN 0-87477-694-5
Harvard Business School Publication, case study: How Pixar Fosters Collective Creativity. Ed Catmull. Product number: R0809D-PDF-ENG
Harvard Business School Publication, case study: Managing Creativity at Shanghai Tang. Roy Y. J. Chua, Robert G. Eccles. Product number: 410018-PDF-ENG
Florida, Richard. The Rise of the Creative Class.
Gardner, Howard. Creating Minds.
Gladwell, Malcolm. The Tipping Point
Gleick, James. Chaos.
White, H. and C. White. Canvasses and Careers
Michalko, M. Cracking Creativity

Semester Activities	Number	Weigthing
Participation	1	15
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments	1	20
Presentation / Jury
Project
Seminar / Workshop
Oral Exams
Midterm	1	25
Final Exam	1	40
Total

Weighting of Semester Activities on the Final Grade	3	60
Weighting of End-of-Semester Activities on the Final Grade	1	40
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	9	2	18
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments	1	34	34
Presentation / Jury			0
Project			0
Seminar / Workshop			0
Oral Exam			0
Midterms	1	50	50
Final Exam	1	75	75
		Total	225

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to demonstrate general business knowledge and skills.	-	-	-	-	-
2	To able to master the state-of-the-art literature in the area of specialization.	-	-	-	-	-
3	To be able to evaluate the performance of business organizations through a holistic approach.	-	-	-	-	-
4	To be able to effectively communicate scientific ideas and research results to diverse audiences.	-	-	-	-	-
5	To be able to deliver creative and innovative solutions to business-related problems.	-	-	-	-	-
6	To be able to solve business related problems using analytical and technological tools and techniques.	-	-	-	-	-
7	To be able to take a critical perspective in evaluating business knowledge.	-	-	-	-	-
8	To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions.	-	-	-	-	-
9	To be able to carry out a well-designed independent and empirical research.	-	-	-	-	-
10	To be able to use a foreign language to follow information about the field of finance and participate in discussions in academic environments.	-	-	-	-	-

MCPR 571 | Course Introduction and Application Information

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

EVALUATION SYSTEM

ECTS / WORKLOAD TABLE

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

NEW GÜZELBAHÇE CAMPUS

GLOBAL CAREER

CONTRIBUTION TO SCIENCE

VALUING PEOPLE

BENEFIT TO SOCIETY