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The co-op bookstore for avid readers
Creativity in Marketing Education: Storytelling, Imagination and Purpose
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.
Book Details
- Publisher: Routledge
- Publish Date: Mar 3rd, 2026
- Pages: 184
- Language: English
- Edition: undefined - undefined
- Dimensions: 0.00in - 0.00in - 0.00in - 0.00lb
- EAN: 9781041040989
- Categories: • Marketing - General• Education• Curricula
About the Author
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 by ScholarGPS, California.
Praise for this book
"Creativity in Marketing Education is a well written, deeply personal call to reimagine how we teach and help others to learn. Providing insight and imagination, it weaves storytelling, purpose, and creativity into a visionary framework for educators and marketers alike. The book provides a powerful guide for anyone committed to shaping more engaging and imaginative learning experiences."
- Professor James Devlin, Former Dean, Nottingham University Business School, University of Nottingham, United Kingdom.
"Creativity in Marketing Education: Storytelling, Imagination and Purpose is a transformative call to reimagine marketing education as a soulful, creative, and ethical practice. Blending storytelling, critical reflection, and inclusive pedagogy, it positions educators as catalysts for meaningful change. With its visionary insights and practical depth, this book is essential reading for anyone shaping the future of learning in a world of AI, complexity, and conscience."
- Dr Hany Wells, NTF PFHEA, Academic Dean, Coventry University London, United Kingdom.
"A bold reimagining of marketing education, this book shows how storytelling, imagination, and purpose can ignite the human spirit. It challenges educators to go beyond teaching content, inspiring them to become co-creators of meaning and ethical insight. A visionary guide for anyone shaping the future of teaching and leadership."
- Dr Nastaran Hajiheydari, Associate Professor in Digital Marketing and Analytics, Head of the Department of Marketing, School of Business and Management, Queen Mary University of London, United Kingdom.
"Creativity in Marketing Education is a timely and thought-provoking contribution that challenges us to rethink what it truly means to educate in an age of complexity, imagination, and artificial intelligence. Dr S M A Moin masterfully brings together storytelling, purpose, and pedagogy to reframe marketing education as a transformative journey. This evocative collection offers a compelling call to action for educators. It bridges ancient wisdom with future-facing innovation, each chapter invites us to co-create a more imaginative and purpose-driven curriculum. This is a must-read for marketing educators, curriculum designers, and anyone committed to nurture both the intellect and the soul. It reminds us that in the classroom - as on the stage - we are not just delivering content, but shaping character, values, and vision."
- Dr Xue Zhou, Professor in AI in Business Education, University of Leicester, United Kingdom.
"Creativity in Marketing Education redefines what teaching can be - transforming curricula into art built on empathy, imagination, and purpose. It empowers educators to cultivate compassionate, creative leaders, blending ethical storytelling with experiential insight. A deeply inspiring roadmap for student-centred learning in the modern marketing classroom."
- Dr Siham Aboujanah, Associate Dean (Education & Student Experience, UG), Aston Business School, Aston University, United Kingdom.