Product details
- ISBN 9781041040989
- Weight: 550g
- Dimensions: 156 x 234mm
- Publication Date: 03 Mar 2026
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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Creativity in Marketing Education: Storytelling, Imagination and Purpose reimagines the classroom as a space where creativity, imagination, and inclusivity drive learning. It reconceptualises every student as a protagonist on a journey of self-discovery, every educator as a guide and catalyst for change, the curriculum as a blank canvas for creativity, and teaching and learning as a symphony of possibility. This evocative collection invites readers to reimagine marketing education not as a rigid discipline but as a living, breathing act of art infused with story, values, and voice.
Blending reflection with forward-thinking insight, the book explores how purposeful education can nurture both intellect and soul. From the ancient art of storytelling to the challenges of teaching in the age of imagination and artificial intelligence, each chapter intertwines narrative with ethical clarity and creative purpose. Educators are called to design with conscience, place creativity above convention, and redefine success in more human terms. At its heart lies a simple yet profound question: What does it mean to truly educate a marketer today? The answers span moral guidance, social inclusion, brand storytelling, and imaginative freedom – guided not by the need to fill minds but to kindle souls. Thus, teaching, when guided by creativity, care, purpose, and the power of story, is not a job or profession but a sacred calling. This essential guide offers practical exercises, ideation techniques, and industry case studies to help marketing educators create an inclusive, creativity-centred classroom. It provides a framework for nurturing imaginative, purpose-driven students prepared to lead and innovate in an ever-evolving world.
This book will appeal to educators, scholars, and changemakers in the field of marketing, who believe that marketing can – and must – be a force for good.
S M A Moin is Reader (Associate Professor) in Storytelling and Brand Communications at Queen Mary University of London, UK, ranked 9th globally and in the top 0.5% in the areas of storytelling research in 2024 by ScholarGPS, California.
