As a Marketing professor at Woxsen University, I firmly believe that learning should go beyond the traditional confines of textbooks and lectures.

Today’s competitive business landscape demands not only a deep understanding of theory but also creativity, critical thinking, and problem-solving skills. In my Marketing in Action course for second-semester BBA students, I introduced a unique assignment designed to engage students in a hands-on exploration of brand journey – an assignment that emphasises creativity and innovation.

The task required students to select a brand of their choice, track its journey from inception to its current state, and present its growth strategy and major milestones. The key to this project was to encourage students to not only rely on online resources but to physically engage with the brand. I urged students to visit the brand’s stores, speak with staff and customers, and observe the brand’s presence in the marketplace. The goal was to have students immerse themselves in the brand’s ecosystem and propose potential future actions for its growth.

Amul: A Case of Creative Brand Exploration

One of the standout examples from this assignment came from a group of students who chose the iconic Indian brand Amul. Amul’s journey as a cooperative dairy brand known for revolutionising India’s dairy industry presented a rich and compelling narrative for the students to explore. The team took a highly creative approach in presenting Amul’s brand story. They went beyond a traditional PowerPoint presentation and constructed a four-foot-tall thermocol replica of Amul’s tetra pack milk carton, which served as the centrepiece of their project.

Each side of the tetra pack art piece depicted a different aspect of the brand’s journey. One side illustrated the brand’s history, highlighting its milestones, such as the establishment of the Gujarat Cooperative Milk Marketing Federation, the iconic “Amul Girl” campaign, and the brand’s expansion into various dairy products. Another side contained a SWOT analysis, offering insights into Amul’s strengths, weaknesses, opportunities, and threats, while the other side presented the growth strategies and future actions for the brand.

But the creativity did not stop with the art. The group incorporated an experiential element by performing the theme song of Amul during their presentation. This unique and energetic presentation captivated the audience, making the brand’s journey come alive in a way that was both informative and enjoyable. This innovative approach demonstrated the power of integrating art into the business curriculum—a methodology that taps into students’ creativity and transforms a typical assignment into an engaging learning experience.

The Role of Art in Business Education

Incorporating art into business education is not just about making learning enjoyable; it serves as a vital tool for fostering essential business skills. The student’s creative representation of Amul’s journey exemplifies how art can be a source of reflection, inspiration, and motivation.

When students engage with art, they are not only encouraged to express their own ideas but are also challenged to observe and listen to the experiences of others. In this way, art becomes a basis for collaboration and teamwork, vital components in any business environment.

Business schools worldwide are increasingly recognising the value of creativity in their curricula. At Woxsen University, creativity is woven into the fabric of our courses and programs. It’s more than just offering standalone business courses; it’s about embedding creativity in all aspects of learning, from course design to assignments. By integrating art into projects like the brand journey assignment, students are given the space to think outside the box, collaborate effectively, and build a competitive edge.

Conclusion

Art as a pedagogical tool helps students connect theory with real-world applications, deepening their understanding while developing essential skills like market research, innovation, and strategic thinking. This creative approach fosters greater engagement, ownership, collaboration, and enjoyment of the learning process, boosting student confidence.

Projects like the Amul brand journey transform academic tasks into meaningful experiences that prepare students for real-world business challenges. The success of projects like the brand journey demonstrates the power of creativity in business education and the long-lasting impact it can have on students’ learning experiences.

I acknowledge my dearest students here – Chiranchi Rajeev, Keerthana Reddy Choutakuri, Aasti Priya, Shashi Preetham, Ayyavari Varshini, Arjun Reddy Duvvuri, Sruthi Allada, Ajitesh, and Khannam.

Author Bio

Dr. Revanth Kumar Guttena, Assistant Professor in Marketing at Woxsen University, India, has more than 15 years of experience in industry and academics. The author obtained a PhD degree in Business Administration, specialising in marketing from National Dong Hwa University, Taiwan. Master in Imagineering from Breda University of Applied Sciences, The Netherlands. The author embraces experiential learning in his teaching and thrives to create meaningful learning experiences for students, which inspired him to write this article.

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