Zikai Han

Marketing programme creativity-Developing its measurement scale and identifying its antecedents and consequences

Marketing programme creativity, which represents the marketer's ability to organically combine knowledge and experience to develop a unique but meaningful marketing programme, is essential for defining and resolving marketing issues with existing materials. However, the lack of clarity in the definition, the incomplete structure of knowledge, and the immaturity of measuring tools inhibit the development of creative marketing programmes. This research will therefore fill the gap by developing a comprehensive definition, content, and measuring tool for marketing programme creativity.

Email: Zxh829@student.bham.ac.uk

Biography

Zikai is a third-year PhD student in the marketing department in the University of Birmingham. Previously, he achieved an BA degree with distinction at Coventry University. Then he joined the MSc Marketing at the University of Birmingham, and he got the postgraduate degree with Merit in 2019. In 2020, he successfully became a PhD student and has been focused on the research about the function of marketer’s creativity for company to build the competitive advantages in the changeable marketing environment. He has been joined several conferences with conference papers to discuss about the marketing programme creativity with several parts: Definition, content, measuring tools and antecedents.    

Qualifications

Bachelor of Arts with Honours First Class in International Business / Coventry University/July 2018

Master of Science with Merit in MSc Marketing/University of Birmingham/ December 2019

Publications

Systematic literature review of marketing creativity and future research agenda.’ ---Birmingham Business School Doctoral Conference (May 2022)

‘Exploration into tools for measuring marketing programme creativity’---Marconi Institute for Creativity (MIC) Conference (September 2022)

 ‘Marketing programme creativity---Developing its definition and identifying its content with essence and condition’ ---South Oregon University (SOU) Creativity Conference (May 2023)