Module manager: Tony Byng
Email: busadgb@leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2026/27
This module is not approved as a discovery module
Creativity and Marketing is an engaging and practice-led module designed for students who want to explore how creative thinking drives innovation and impact across the marketing discipline. Creativity plays a vital role in shaping how organisations communicate, connect, and deliver value to their audiences — whether through strategic planning, digital engagement, content creation, or customer experience design. Through interactive lectures and practical seminars, students will explore a range of creative approaches to marketing, learning how to generate ideas, solve problems, and shape compelling campaigns. Techniques such as mind mapping, lateral thinking, visual storytelling, and structured ideation will be introduced and applied. The module examines creativity from both individual and group perspectives, considers how environments and culture influence innovation, and investigates how emerging technologies — including AI — are reshaping creative practice. Whichever direction your marketing career might take — whether in communications, strategy, digital engagement, or creative development — this module equips you with the mindset and tools to think differently, adapt confidently, and contribute meaningfully to creative marketing practice.
This module introduces students to the principles and practices of creativity within marketing. It aims to develop students’ understanding of creative thinking models and their application in marketing contexts, while fostering the ability to generate, evaluate, and reflect on creative ideas. Through a blend of lectures, seminars, and practical exercises, students will explore individual and group creativity, the influence of environment and technology, and strategies for overcoming creative blocks. The module is designed to encourage experimentation, collaboration, and critical thinking in preparation for creative roles in marketing and related fields.
On successful completion of the module students will be able to:
1. Define and critically evaluate key concepts and models of creativity relevant to marketing.
2. Apply divergent and convergent thinking techniques to generate and refine marketing ideas, demonstrating originality and imaginative thinking.
3. Analyse the role of team dynamics and collaborative processes in creative marketing work.
4. Assess how physical and cultural environments influence creative performance in marketing contexts.
5. Examine the ethical and practical implications of using AI and digital tools in creative marketing.
On successful completion of the module students will be able to:
1. Demonstrate creative problem-solving using structured and unstructured techniques.
2. Communicate ideas effectively through visual, verbal, and written formats.
3. Reflect on personal creative processes and identify strategies for improvement.
4. Use digital tools and AI applications to support creative thinking and output, thinking beyond expected ideas.
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 10 | 1 | 10 |
| Seminar | 5 | 1 | 5 |
| Private study hours | 85 | ||
| Total Contact hours | 15 | ||
| Total hours (100hr per 10 credits) | 100 | ||
Peer feedback will be facilitated by:
- 5-10 minute structured micro-feedback exercises in two of the seminars
- Optional online review where students can post work to Padlet anonymously and receive asynchronous peer feedback. Dummy examples and responses will be included to boost engagement.
Students will also have the opportunity to submit a draft (up to 250 words) of their commentary for tutor feedback.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Portfolio | 2,000-word reflective portfolio with reflective commentary | 100 |
| Total percentage (Assessment Coursework) | 100 | |
Students will submit a curated portfolio of creative exercises completed across the module. This may include outputs from mind mapping, lateral thinking, team ideation, and AI-assisted creativity. The portfolio must be accompanied by a reflective commentary of up to 2,000 words. The commentary should critically evaluate the student’s creative process, link to relevant theories, and reflect on challenges and learning. The resit for this module will be 100% by 2,000 word portfolio.
Check the module area in Minerva for your reading list
Last updated: 01/05/2026
Errors, omissions, failed links etc should be notified to the Catalogue Team