CREATIVE WRITING IN MARKETING EDUCATION: POETRY AS AN INNOVATIVE PEDAGOGICAL TOOL.

This paper describes a simple creative writing exercise that is a complement to the marketing educator's existing toolkit. Much of the writing in business education is descriptive and analytical. Poetry writing is a form of creative expression that encourages students to reflect on their experiences as consumers, thereby increasing engagement and deepening learning. The poetry writing exercise is described, its use in marketing education discussed, and preliminary evidence for its success in an undergraduate introductory marketing class provided. [ABSTRACT FROM AUTHOR]