Skip to main content


NBS8635 : Creativity

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Fiona Whitehurst
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus

Your programme is made up of credits, the total differs on programme to programme.

Semester 1 Credit Value: 10
ECTS Credits: 5.0
European Credit Transfer System


Creativity, the ability to generate new ideas and alternative approaches for matters ranging from everyday issues to the grand challenges of our time, is arguably one of the most important resources we have. Individuals, firms, organisations and governments often seek to enhance (or attract) creativity. Yet, despite its relevance and significance for addressing pressing issues of how we live together in a sustainable manner, creativity remains poorly understood.

This module gives students an opportunity to develop a systematic understanding and critical awareness of current creativity research and the emergence of theories regarding the origins and role of creativity in the economy and society. It provides students with the opportunity to consider the applications of that knowledge at the levels of the individual, small teams, organisations, public policy and grand challenges including those related to sustainability.

The module is designed to enable students to understand and manage creativity (including their own), thereby equipping them for future employment scenarios where the ability to be creative, design sustainable solutions to problems, operate effectively in innovative and creative teams and lead creative endeavours will be key.

Outline Of Syllabus

What is creativity?
The creative person(ality)
Creative teams
Multi-cultural creative teams
Creative processes and techniques
Creating an organisational climate to foster innovation and creativity
Leadership for creativity

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion221:0022:00N/A
Scheduled Learning And Teaching ActivitiesLecture92:0018:00Present in person interactive sessions
Guided Independent StudyDirected research and reading271:0027:00Additional reading and research guided by the module reading list
Structured Guided LearningStructured non-synchronous discussion31:003:00Non-synchronous discussion boards and other tasks through the Canvas LMS.
Guided Independent StudyStudent-led group activity301:0030:00Group creative project which forms the basis of the assessed group presentation
Teaching Rationale And Relationship

This module entails the development of sophisticated perspectives on creativity. The learning outcomes for this module, and the subject matter of creativity, suggests a very flexible approach to teaching and learning, which is best accommodated by an extended lecture format during which a variety of appropriate methods (including interactive, more practically-focused activities) can be adopted with flexibility.

The module will also incorporate structured non-synchronous activities (for example non-synchronous discussion boards) designed to supplement the scheduled learning and teaching activities.

Student led group activity is an important element of this module because it enables students to acquire experience of working in diverse socio-cultural teams.

In terms of guided independent study (in addition to directed research and reading, self-directed research, and assessment preparation), students will be undertaking student-led group activity which provides the opportunity to demonstrate achievement of the intended learning outcomes of working effectively and ethically in diverse socio-cultural teams and selecting and utilising a range of creativity enhancing and creative problem-solving techniques in different contexts.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Written exercise1M301250 word essay
Oral Examination1M7010 minute group presentation of the creative output of the group project with an appendix (approx. 2 A4 pages) detailing the creative processes and techniques the group employed.
Formative Assessments

Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.

Description Semester When Set Comment
Written exercise1MN/A
Assessment Rationale And Relationship

The assessment strategy for this module is designed to ensure that students have the opportunity to demonstrate that they have achieved the intended knowledge outcomes which are: to analyse, appraise and apply a range of creativity theories in different contexts (ILO1) and to select and utilise a range of creativity enhancing and creative problem-solving techniques in different contexts (ILO2). Students also have the opportunity to demonstrate that they have acquired the intended skills outcomes of the module which are to: work effectively and ethically in diverse socio-cultural teams (ILO3); reflect upon their own experience of creativity, (ILO4) and communicate effectively using appropriate oral, written and visual means (ILO5).

The first essay allows students an early opportunity within the programme to demonstrate ILO1 and ILO5 and they receive substantial formative feedback on their academic writing and referencing. The group oral presentation presents the output of the group creative project and offers an opportunity for the students to demonstrate IL02, ILO3, ILO4 and ILO5 and to receive formative feedback (both written and verbal) that can inform future presentations.

Peer assessment will be used as part of the process of awarding marks for the group presentation.

Reading Lists