Date of Completion

5-31-2010

Document Type

Open Access Capstone

Degree Name

Master of Arts (MA)

First Advisor

Peter Taylor

Abstract

This paper provides a teaching model for how to effectively incorporate Critical and Creative Thinking (CCT) methods into a business setting to initiate organizational change. I developed a workshop on workplace meetings based on the imperfections of the marketing team at “ICS.” The workshop touches on CCT methods that are needed in order for organizations to change. I also integrated CCT methods into the Integrated Marketing Communications (IMC) Procedure to enhance productivity and produce results. Integrated marketing is made up of many pieces of the media field, but often the participants in IMC are searching for the same end result. Following the views of Kevin Roberts, communication among each participant is critical in order for great brands to survive or to move products strategically. IMC is an important resource for a company, because like sales, the end result is to create loyalty and awareness among consumers, and to sell and to generate revenue. Communication is a key element in making sure that people are on the same page in IMC in order to reach the end result. Effective workplace meetings, brainstorming sessions, and other collaborations enhance communication, which is a vital piece in moving forward in business.

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