This course focuses on the main concepts and theories at stake to understand creativity management, innovation and the processes at stake in creativity and innovation. The main objectives are to understand the following: What is creativity? How to develop creativity? How to test your creativity? What are creative styles? How does creativity help in business, what are the differences between creativity and innovation? What are the theories of creativity? How does brain organization influence perception? Finally the 4 and 3 stage theories about creativity management will be studied as well as a case study with an application to advertising.
- Teacher: Virginie DE BARNIER