Department: Marketing and Management
Project Name: SQUIZ / Macquarie University Scholarship
Good or Bad Client, You Still Have to Do Good Work:Using Creative Thinking Techniques in “Paid” and “Owned” Media
Recent research in advertising creativity has considered the role of clients, and if they inhibit creative work. Do clients who are not open to exploring for the best work usually get the work they “deserve” (Koslow, Sasser Riordan 2006)? Although this can be demotivating, the challenges is that agencies still need to do quality work regardless of the client’s openness. To overcome the motivation effects of clients, one option is to use divergent thinking techniques. These techniques should enhance the creative quality of work when the motivation of creatives is low. Experiments are performed on working advertising creatives, manipulating the quality of the client and use of divergent thinking techniques. The context for data collection is both creatives in traditional advertising agencies (e.g., “paid” media) but also web designers in new media like webpages (e.g., “owned” media). The thesis is divided into three papers, and the first one proposes a theory of creative thinking techniques using rhetoric theory. The second paper is empirical and deals with the role of clients in the production of “owned” and “paid” media and the third examines the interaction of creative thinking techniques and media usage.
This scholarship is available for both domestic and international students for up to four years (one year for MRes and three years for PhD).
+61 2 9850 8459
The scholarship is available to eligible candidates to undertake either:
- Research Training Pathway (RTP) MRes Year 2 followed by a possible Macquarie University Research Excellence Scholarship (MQRES) for a 3 year PhD. This is referred to as an MRes/PhD ‘bundle offer’.\
- Direct entry to a 3 year PhD program.
The value and tenure of the scholarship is:
- The MRES Year 2 full-time stipend rate is $16,000 per annum for students achieving a GPA of 75-84% in the qualification used for entry, tax exempt, for 1 year. In 2015, MRES candidates who have attained a GPA over 85% will receive a stipend at the Australian Postgraduate Award (APA) rate for PhD, $25,849 per annum (in 2015) tax exempt (indexed annually).
- The MQRES full-time stipend rate is $25,849 per annum (in 2015) tax exempt, for up to 3 years (indexed annually).
Applicants will need to complete a HDR Candidature and Scholarship Application Form and arrange for two academic referee reports to be submitted to the Higher Degree Research Office. Application details: How to Apply
To be eligible for a scholarship, applicants are expected to have a record of excellent academic performance and preferably, additional relevant research experience and/or peer-reviewed research activity, awards and/or prizes in line with the University’s scholarship rating guidelines. Refer to the Rating Scholarship Applicants section for more information about these guidelines.
The applications for this scholarship will be considered by a selection panel consisting of a SQUIZ representative, Professor Koslow and relevant other academic staff.
Macquarie University will advise the successful applicant of entitlements at the time of scholarship offer.
Please quote the allocation number on your application.
This opportunity has expired. It was originally published here: