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Furthering Creativity and Original Inquiry Cross-Culturally in Online Marketing Education

, The University of Melbourne, Australia

E-Learn: World Conference on E-Learning in Corporate, Government, Healthcare, and Higher Education, in Las Vegas, NV, United States ISBN 978-1-939797-35-3 Publisher: Association for the Advancement of Computing in Education (AACE), San Diego, CA


In higher-education institutions, the marketing curricula is becoming increasingly geared towards the express needs of industry; translatable skills and competencies that address a dynamic and innovative commercial landscape. Creativity has often been maligned as a key learning outcome of marketing programmes, and has been problematic in the delivery and instruction to cohorts that have diverse learning needs. This should demand greater contemporary pedagogical consideration alone; further given the increased cultural diversity of our business cohorts. Most interesting is the scale and acceptance of online and blended formats of delivery, which compounds these learning design considerations. This discussion paper seeks to review the literature and explore the extent to which, cross-culturally, marketing curricula could be adapted to better serve the needs of this diverse study body. It also seeks to further discussions around the practices and strategies by which this could be facilitated in online learning environments.


Whitford, T. (2018). Furthering Creativity and Original Inquiry Cross-Culturally in Online Marketing Education. In Proceedings of E-Learn: World Conference on E-Learning in Corporate, Government, Healthcare, and Higher Education (pp. 937-942). Las Vegas, NV, United States: Association for the Advancement of Computing in Education (AACE). Retrieved February 16, 2019 from .

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