Creativity through Education: A Process for Enhancing Students' Self-Perceptions

The issue of enhancing individual creativity in business has clear implications for marketing educators. Although the issue is receiving increased attention, instructional techniques and actual implementation of creativity-building exercises have not been widely adopted. This article describes creativity exercises and shows how self-perceived levels of creativity may be increased through education at the university level. After a semester of instruction in methods for overcoming creative blocks, student's perceptions of their creativity increased regardless of the grade in the class. The results show how educators can incorporate similar procedures in other marketing classes.