Show, Don’t Tell: Using Photographic “Snapsignments” to Advance and Assess Creative Problem Solving

Traditional assignments that aim to develop and evaluate creative problem solving skills are frequently foregone in large marketing classes due to the daunting grading prospect they present. Here, a new assessment method is introduced: the “snapsignment.” Through photography, individual projects can be assigned that promote higher order cognitive functions, build creative confidence, and ease the grading grind. Results from the implementation of the technique in an introductory marketing creativity challenge are presented. The benefits for students and faculty are discussed, and adaptations to other marketing assignments are suggested.