The purpose of this paper is to provide a relatively consolidated and heuristic framework that educators can use to implement the teaching of creativity in the classroom. Toward this goal, the paper provides a review of what the marketing education literature has accomplished in the area of creative pedagogy, namely, including brief summaries of…

The practice of documentation is discussed as a means of making learning visible in the LC classroom. A documentation heuristic consisting of a four-stage cycle was used to capture, analyze and report what Bass and Eynon (2009) refer to as the "visible evidence of invisible learning" (p. 5). A variety of documentation samples are…

The narrative concepts of the implied author and implied reader elucidate how business texts represent writers and readers. It is important, though, to distinguish carefully between writers' "implications" and readers' "inferences." Instructors should contrast implied versus inferred writers and readers, provide multiple ways to comprehend these…