MARKETIA

In addition to their core competences and their wealth of experience, successful companies also need ‘new knowledge’ in order to be that decisive leap ahead of the competition and to ensure their continuous growth. This ‘new knowledge’ stems from creativity. It is the source of new products, services and unique added value. Due to the high competitive and existential pressure, creativity is a more decisive innovation factor than ever before.

MARKETIA is therefore committed to the new and further development of effective creativity techniques and innovation management methods. One aim is to analyse the current need for research in this area and to initiate research projects at the university and in cooperation with companies.

One current research focus is the CREA LEADERSHIP® competency model. The focus is on recording, measuring and developing five different areas of competence (professional, methodological, social, intuitive and personal competence), which in combination contribute significantly to increasing the individual innovation performance of employees and their companies.

Business leaders who think and act in a visionary, holistic and sustainable way will lead their company to top performance in the future. They will become CREA LEADERS® who combine CREATIVITY and LEADERSHIP. They practise CREA LEADERSHIP^® as a creative leadership philosophy.

The establishment and expansion of co-operations in the field of creative management between university and business are also part of the institute's tasks. In the area of continuing education, MARKETIA provides the framework for making research and expert knowledge in the fields of creativity, innovation and corporate management available to companies and their employees. Based on this knowledge, the MARKETIA Institute has also initiated a new part-time MBA Master's programme, which was launched by Ansbach University of Applied Sciences in the Faculty of Business, Economics and General Science as a continuing education Master's programme in the 2010 winter semester.

MARKETIA complements the students' creative education as part of the programme. Specifically, practical study projects and modules are initiated and financially supported. The institute promotes the use of new forms of teaching and instruction, e.g. experience-orientated pedagogy and new methods of creativity technology. The MARKETIA AWARD is presented to students for outstanding project work at regular intervals.

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