ABSTRACT
This chapter deals with the possibilities of targeted stimulation of creativity aimed at the development of skills in the creation of marketing communication campaigns and soft skills of university course participants. The goal is to confirm the results of targeted stimulation through the author's model based on a holistic paradigm. The methodological framework is an evaluative single case study with a holistic approach, theory testing, and information-oriented critical case selection through “purposeful sampling”. The study uses a triangulation research approach and seeks to answer the research questions. It uses both standardized and specific methods. The research group consisted of course participants within IntWeek and other students (N=39). Positive impacts on the monitored variables of creativity and proposed implementation of the findings in the field of communication and social sciences, marketing communication, marketing, and related fields were found.
