Best Paper Award for Astrid Spatzier (IFFB Sport Science and Kinesiology)

For the study, “Public Relations and Education Communication: Is Creativity the Opposite of Knowledge? Effects of Knowledge Transfer on the Mediation of Creativity. An Austrian Empirical Study Comparing Three Education Types”, Astrid Spatzier (IFFB Sport- und Bewegungswissenschaft) and Jessica Breu (Master Graduate KoWi) received the Best Paper Award 2017.

Die Auszeichnung wurde am 13. Oktober 2017  im Rahmen der EUPRERA-Konferenz (European Public Relations Education and Research Association) in London verliehen.

Die Studie definiert zunächst auf Basis einer umfangreichen Literaturrecherche den Terminus Kreativität als eine Schlüsselkompetenz für Kommunikationsberufe im Sinne einer Problemlösungskompetenz. Der empirische Teil demonstriert anhand einer quantitativen online-Befragung von 1102 Absolvent_innen (Abschluss zwischen März 2013 und Februar 2015 am FB KoWi, FH Studiengang Marketing sowie MultiMediaArt und Werbe- und Designakademie) den Einfluss von Lehrinhalten auf die Ausformung von Kreativität.

Darauf blickend legt die Studie beispielgebend nahe, dass die Vermittlung von Grundlagenwissen die Ausformung von  Kreativität ebenso fördert wie anwendungsorientiertes Wissen mit Blick auf Marketing und Konzeption. Im Vergleich der Bildungseinrichtungen eröffnet die Studie Ausgangspunkte für Optimierungen, um Kreativität als Problemlösungskompetenz zu fördern.

A. Spatzier

IFFB Sport- und Bewegungswissenschaft

Universität Salzburg


E-mail to A. Spatzier

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