The aim of this module is to provide students with a critical understanding of creative problem solving contextualised within marketing and society. Based on academic principles and practical applications, this module introduces students to the fundamental building blocks of design thinking that together form feedback ‘loops’ between a company or service provider and their customers. Students will be introduced to an inclusive mix of different research case studies, each with their own unique ‘wicked problems’. In reframing how students understand problems and solutions, the module will encourage students to create possible new directions and innovative ideas.