Saintgits Institute of Management

Master of Business Administration (MBA)

Trimester 6, Batch 2019 – 2021 Division – A&B
Subject: Management of Creativity, Course No. HR-T6-13

Course Plan

Name of the Faculty : Dr. Vineetha Prakash / Ms. Sumina Susan Kochitty
Email-id : vineetha.p@saintgits.org / sumina.sk@saintgits.org
Mobile no. : 9497052288 / 7736606677

Programme Outcomes of MBA

Our graduates will

PO1 : Apply knowledge of management theories and practices to assess business

environment and solve business problems
PO2 : Foster Analytical and critical thinking abilities for data-based decision making
PO3 : Ability to develop Value based Leadership
PO4 : Ability to work in teams to achieve organizational goals
PO5 : Express willingness and enthusiasm to accept responsibilities, learn from
mistakes and take on challenges with confidence
PO6 : Discuss ideas effectively and persuasively in different settings, using modern
technologies
PO7 : Think creatively and be open to diverse views and acting in ways that benefit
society
PO8 : Be trustworthy and fair in all their interactions
Significance of the Management of Creativity course
Creative, critical thinking forms the foundation of progress, whether it’s bringing a new
product to market or addressing security issues. Business innovation is nothing without
great ideas. But creativity can be difficult to spark on a schedule. It requires a steady hand
to manage the creative process and move it forward in a productive way. This course
focuses on ways to manage creativity effectively.

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 Course Objectives

The success of any creative work depends not only on the ability to find good ideas, but
on the skills for developing, managing and presenting those ideas to others. This course
will explore different techniques for finding and developing ideas, and apply them in
common project and professional situations, such as presenting design briefs to potential
clients, pitching ideas to peers or superiors, and winning design or creative debates with
others. Further, students will learn techniques for improving the flexibility and originality
of their thinking and will explore approaches used by managers and organizations to
create and sustain high levels of innovation.

Expected course Outcomes

Upon completion of this course, the students will be able to:

ECO1: Understand building blocks of ideation and thinking skills
ECO2: Be familiar with processes and methods of creative problem solving:
observation, definition, representation, ideation, evaluation and decision making
ECO3: Enhance their creative and innovative thinking skills

ECO4: Be familiar with creative and innovative thinking styles

ECO5: Understand risk taking, paradigm shift, and paradigm paralysis

Linkage of Course Outcomes to Program outcomes

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8

Knowledge Decision Leadership Team Confidence Communication Creativity Integrity
Making Player

ECO1 3 0 0 0 0 0 1 0

ECO2 3 0 0 0 0 0 1 0

ECO3 3 0 0 0 0 0 1 0

ECO4 3 0 0 0 0 0 1 0

ECO5 3 0 0 0 0 0 1 0

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Assessment of Course Outcomes

S. Direct Assessment Method EC01 ECO2 ECO3 ECO4 ECO5

No
1 Internal Examination I 2 2 0 2 1
2 Internal Examination II 2 1 1 1 0
3 Assignment I 2 1 0 2 0
4 Assignment II 1 2 0 1 0
5 Project 1 1 1 1 0
6 Final Examination 3 3 1 3 1

Sl. ECO ECO ECO ECO ECO

Indirect Assessment Method
No 1 2 3 4 5
1 Course Outcome Feedback 2 2 2 2 2
2 Quiz 1 1 0 1 0
3 Management Games 0 1 1 0 0
4 Movie Review 0 1 0 0 0

Prerequisites and Expectations

This course is designed for MBA students who have completed basic courses on
Principles of Management, Economics and Mathematics. Students are expected to come
prepared for each class session i.e. having read all the assigned readings.

The Code of Academic Behaviour

Students are expected to adhere to the Academic Conduct and Discipline mentioned in
Students' Handbook

Overall Teaching Methodology

The methodology followed will be lectures, presentations, assignments, and project.

Evaluation
Total Marks = 100
External evaluation = 60
Internal evaluation = 40
Out of which,
Internal Examinations = 15
Assignments = 10
Project = 15

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The minimum internal marks requirement to become eligible to write the university exam
is 45% and university exam minimum requirement for pass in external marks is 45%.

Reference Books
1. Chris Bilton, Management and Creativity: From Creative Industries to Creative
Management, Wiley-Blackwell.
2. E. de Bono, Serious Creativity: Thoughts on Reinventing Society, Vermilion.
3. E. de Bono, The Use of Lateral Thinking, Penguin Books.
4. E. de Bono, Six Thinking Hats, Penguin.
5. E. Sickafus: Unified Structured Inventive Thinking, Ntelleck.
6. Donald H. Weiss: Creative Problem Solving, Amacom.
7. Ira Flatow: They All Laughed From Light Bulbs to Lasers, San Val.
8. James Higgins: 101 Creative Problem Solving Techniques: The Handbook of New
Ideas for Business, San Val.
9. Scott Shane. A General Theory of Entrepreneurship The Individual-Opportunity
Nexus, Edward Elgar Publishing Ltd.
10. J G. Altschuller (1984). Creativity as an Exact Science, CRC Press.
11. H. Altov (1995). The Art of Inventing (And Suddenly The Inventor Appeared),
Technical Innovation Ctr.
12. Genrikh Altshuller, Lev Shulyak and Steven Rodman (1997). 40 Principles: Triz
Keys to Technical Innovation: 1 (Triztools, V. 1), Technical Innovation Ctr.
13. Tony Buzon. (1991). Use Both Sides of Your Brain. Plume.
14. Karl H Vesper, New venture strategies.
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1496217
15. Saras Sarasvathy, what is effectuation?
http://www.effectuation.org/sites/default/files/documents/effectuation-3-pager.pdf

Allocation of Sessions

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 Module 1 2 3 4 5 Total

Sessions
6 9 6 5 7 33
Allotted

Syllabus

Creativity and concepts, idea and opportunity, ideation process, systematic inventive
thinking and decision and ownership.

Detailed Syllabus

Unit Topic % of
Marks in
Trimester
Exams
Creativity & Concepts:
Making a case for creativity; creative thinking as a skill; Valuing
diversity in thinking - Thinking preferences, cognitive biases of
creativity. Creativity styles; Setting the stage for success - Basic
philosophy, Having a vision, Setting the right attitude, recognizing
and avoiding mental blocks, Avoiding mindsets, Risk taking,
1 20
Paradigm shift and paradigm paralysis, Individual and team work;
Creativity in problem solving - Problem Definition, Understanding,
Representing; Pattern Breaking - Thinking differently, Changing your
point of view, Watching for paradigm shift, Challenging conventional
wisdom, Lateral thinking, provocation (escape, random word), Mind
stimulation: games, brain-twisters and puzzles.
Idea and Opportunity:
2(a) History of ideas – development of ideas in history (post-it notes, coke
bottles); Ideation – Basic of human information processing; Factors
influencing ideation - social factors, resources, motivation, context, 15
time; Recognizing Opportunities- how to recognize opportunities;
Exploration, evaluation, exploitation, Factors revealing opportunities
- alertness, knowledge, luck.
First Internal Examination
Defining an opportunity - objective or subjective nature, underlying
2(b) needs and wants, newness, entrepreneurial strategies of Vesper; 15
Discovery view (building on cognitive foundations and Scott Shane’s
material) - sources of opportunities, key correlates with opportunity
recognition); Creation view - building on Saras Sarasvathy’s

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 effectuation logic, implications on the process.
Ideation process:
3 Idea-collection processes - Brainstorming/Brain-writing, The
SCAMPER methods, Metaphoric thinking, Outrageous thinking,
Mapping thoughts, Other (new approaches); Using Math and Science
- Systematic logical thinking, Using math concepts; Eight- 15
Dimensional (8D) Approach to Ideation - Uniqueness,
Dimensionality, Directionality, Consolidation, Segmentation,
Modification, Similarity, Experimentation
Second Internal Examination
4 Systematic Inventive Thinking
TRIZ - Fundamentals of TRIZ, Trial and Error and Systematic
Innovation, Patents, sources of Technological Innovation; Key
finding in TRIZ Patents Research – Level of Invention, Definition of
15
Inventive Problem, Patterns of Technology Evolution, Patterns of
Invention; Ideal Final Result (IFR), Psychological Inertia, TRIZ
Process, Cause Effect Chains Diagram, Contradictions Matrix, 40
Inventive Principles to resolve technical contradiction
5 Decision and Ownership:
Decision and Evaluation - Focused thinking framework; recognising
Reasoned Arguments – short arguments and non arguments; drawing
conclusions, inference, or hypothesis; Assumptions - implicit
assumptions, underlying assumptions; Reasoning – reasoning, 20
explanations, flaws in reasoning; Six thinking hats; Ethical
considerations. Intellectual Property - Introduction to intellectual
property rights- Patents, Copyrights ©, Trademarks , Trade Secret,
Unfair Competition.
Final Examination

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 Session Plan

Methodology
Teaching
Resources

Remarks
Unit No.

Linkage
Main Topic for the

Subject
Sl. Main
session
No. Concepts

Backward
Making a case for Linkage: MS
Creativity & Reference Lectures
1 creativity; creative 1 III,
Concepts Material & PPT
thinking as a skill Creativity
(Module 1)
Valuing diversity in
thinking - Thinking Creativity & Reference Lectures
2 1
preferences, cognitive concepts Material & PPT
biases of creativity.
Backward
Creativity styles; Setting Linkage: CC
the stage for success - 12, OB I,
Basic philosophy, having Creativity & Reference Lectures Attitudes
3 1
a vision, Setting the right concepts Material & PPT (Module 3);
attitude, recognizing and CC 17, MS
avoiding mental blocks, I, Attitudes
(Module 1)
Avoiding mindsets, Risk
taking, Paradigm shift and Creativity & Reference Lectures
4 1
paradigm paralysis, Concepts Material & PPT
Individual and team work;
Creativity in problem
solving - Problem
Definition,
Understanding,
Backward
Representing; Pattern
Creativity & Reference Lectures Linkage: MS
5 Breaking - Thinking 1
Concepts Material & PPT III, Problem
differently, Changing your
Solving
point of view, Watching
for paradigm shift,
Challenging conventional
wisdom
Lateral thinking,
provocation (escape,
random word), Mind Creativity & Reference Lectures
6 1
stimulation: games, Concepts Material & PPT
brain-twisters and
puzzles.

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 History of ideas –
development of ideas in Idea and Reference Lectures
7 2
history (Post-it notes, Opportunity Material & PPT
coke bottles)
Backward
Linkage: T5
- CC 51,
Ideation – Basic of Entrepreneur
ship,
human information
Ideation
processing; Factors
8& Idea and Reference Lectures (Module 2);
influencing ideation - 2
9 Opportunity Material & PPT T5 – CC 51,
social factors, resources,
Entrepreneur
motivation,
ship,
context, time; Opportunitie
s for
entrepreneur
s
Recognizing
Opportunities – how to
Idea and Reference Lectures
10 recognize opportunities; 2
Opportunity Material & PPT
Exploration, evaluation,
exploitation,
Factors revealing
Idea and Reference Lectures
11 opportunities - alertness, 2
Opportunity Material & PPT
knowledge, luck.
First Internal Examination
Defining an opportunity -
objective or subjective
nature, underlying needs Idea and Reference Lectures
12 2
and wants, newness, Opportunity Material & PPT
entrepreneurial strategies
of Vesper;
Discovery view (building
on cognitive foundations
and Scott Shane’s
Idea and Reference Lectures
13 material) - sources of 2
Opportunity Material & PPT
opportunities, key
correlates with
opportunity recognition
Creation view - building
on Saras Sarasvathy’s
Idea and Reference Lectures
14 effectuation logic, 2
Opportunity Material & PPT
implications on the
process

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 Idea-collection processes
Ideation Reference Lectures
15 – Brainstorming / 3
process Material & PPT
Brainwriting,
The SCAMPER
Ideation Reference Lectures
16 methods, 3
process Material & PPT
Metaphoric thinking,
17 Outrageous thinking,
Ideation Reference Lectures
& Mapping thoughts, Other 3
process Material & PPT
18 (new approaches);
Using Math and Science
– Systematic logical Ideation Reference Lectures
19 3
thinking, Using math process Material & PPT
concepts
Eight-Dimensional (8D)
Approach to Ideation -
Uniqueness,
Dimensionality,
20 Directionality,
Ideation Reference Lectures
& Consolidation, 3
process Material & PPT
21 Segmentation,
Modification, ,
Similarity,
Experimentation

Systematic
TRIZ - Fundamentals of Reference Lectures
22 Inventive 4
TRIZ Material & PPT
Thinking
Second Internal Examination
Trial and Error and
Systematic Innovation, Systematic
Reference Lectures
23 Patents, sources of Inventive 4
Material & PPT
Technological Thinking
Innovation;
Key finding in TRIZ
Patents Research – Level
of Invention, Definition
Systematic
of Reference Lectures
24 Inventive 4
Inventive Problem, Material & PPT
Thinking
Patterns of Technology
Evolution, Patterns of
Invention;
Ideal Final Result (IFR),
Systematic
Psychological Inertia, Reference Lectures
25 Inventive 4
TRIZ Process, Cause Material & PPT
Thinking
Effect Chains Diagram

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 Contradictions Matrix,
Systematic
40 Inventive Principles to Reference Lectures
26 Inventive 4
resolve technical Material & PPT
Thinking
contradiction
Decision and Evaluation
-
Focused thinking Decision
Reference Lectures
27 framework; recognizing and 5
Material & PPT
Reasoned Arguments – Ownership
short arguments and non
- arguments
Drawing conclusions,
inference, or hypothesis; Decision
Reference Lectures
28 Assumptions – implicit and 5
Material & PPT
assumptions, underlying Ownership
assumptions
Reasoning – Decision
Reference Lectures
29 explanations, flaws in and 5
Material & PPT
reasoning Ownership
Decision
Reference Lectures
30 Six thinking hats and 5
Material & PPT
Ownership
Backward
Linkage:
Accounting
for
Managers,
Patents and
Ethical considerations. Goodwill
Intellectual Property - (Module 2);
Introduction to CC,
Decision
31- intellectual property Reference Lectures IMNPD,
and 5
33 rights- Patents, Material & PPT Patents and
Ownership
Copyrights, Trademarks, their use in
Trade Secret, Unfair Innovation
Competition (Module 2)
; T2, CC
Business
Environment
(Module 3);
T2, Business
Law
Final Examination
Explanatory notes on Internal Evaluation:
No Parameters Details Marks

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 1 Internal Examinations 2 Examinations 15 marks
2 Assignments 2 Assignments 10 marks
3 Project 1 Project 15 marks
Total 40 marks

Assignment

No. Topic Deadline

1 Group 1: Describe the various creativity styles. By the end of 11
Group 2: What are the factors influencing ideation? sessions
2 Group 1: Describe the entrepreneurial strategies of Vesper. By the end of 22
Group 2: Elaborate the SCAMPER Method with examples. sessions

Project

Phase Topic Deadline

1 Elaborate on the development of the idea behind any innovated product By the end of 11
in recent history. sessions
2 Illustrate the Effectuation logic of Saras Sarasvathy with an example of By the end of 22
any entrepreneur. sessions
3 Elaborate on any one of the 40 Inventive Principles of TRIZ to resolve By the end of 30
technical contradictions with an example of any invention. sessions

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 Saintgits Institute of Management

Master of Business Administration (MBA)

Trimester 6, Batch 2019-2021

Management of Creativity-HR-T6-13

ACHIEVEMENT OF EXPECTED COURSE OUTCOME

Dear Student,
The intended course outcomes of Management of Creativity are listed below. You are
requested to make a self-assessment, how far you have been able to achieve the
objectives of the course. Please mark on a 1 to 5 scale, where 1 represents the lowest
level and 5 represents the highest level of rating.

Sl.
Expected Course Outcome: I am able to 1 2 3 4 5
No.
I was able to understand the building blocks of ideation
1
and thinking skills
I was able to become familiar with processes and
methods of creative problem solving: observation,
2
definition, representation, ideation, evaluation and
decision making
I was able to enhance my creative and innovative
3
thinking skills
I was able to become familiar with creative and
4
innovative thinking styles
I was able to understand risk taking, paradigm shift,
4
and paradigm paralysis

Date: Name (optional):

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