Micro MBA for Artists and Designers

Creative Continuum: Business and the Creative Process

January 5 - 20, 2017
Evenings, weekends, and some days

Led largely by the remarkable success of Apple's design-driven products and services, companies around the world are awakening to the value of creativity in all aspects of their business. Authors like Daniel Pink, Jonah Lehrer, and Roger Martin have written extensively about creativity as a key component of innovation. IDEO and its leaders Tom Kelly and Tim Brown have almost single-handedly invented the concept of design thinking by emphasizing the creative process over final product.

Companies that thrive in the future are the ones that will innovate radically and approach challenges creatively. Who better than artists and designers to help businesses reach their creative potential?            

The Creative Continuum, developed jointly by MassArt and Bentley University, is designed specifically to help artists and designers learn how to apply their own creative process to business problems while becoming more fluent in the language and culture of business. Over ten class days, students participate in lively lecture sessions by Bentley faculty that offer a condensed introduction to the subject areas of an MBA including marketing, organizational behavior, finance, negotiations, and operations, woven together through the perspective of the history of business and business strategy. Then, in a series of collaborative design thinking exercises with MassArt faculty, students will learn to leverage their own creative process as they work on a range of business problems. Lectures in design thinking, team building, design research, prototyping, and presentation strategies will kick-off the exercises.

Program Cost: 
$1100 Non-credit 
$1100 3cr. undergraduate; $2,060 3cr. graduate 
$510 3cr. Current MassArt undergraduates; $690 3cr. Current MassArt graduate students

Lead Faculty

Alan Hoffman is a professor of management at Bentley University and Visiting Professor at the Rotterdam School of Management, Erasmus University in the Netherlands. His major areas of interest include strategic management, global competition, investment strategy, and technology. He is co-author of The Strategic Management Casebook and Skill Builder textbook. His work has been published in the Academy of Management Journal, Journal of Business Ethics, Journal of Business Research, and other publications. He has authored more than twenty strategic management cases, including The Boston YWCA, Liz Claiborne, Ben & Jerry's, Cisco Systems, Palm, Ebay, AOL/Time Warner and Apple Computer, Whole Foods Market, Wynn Resorts, Tivo, Best Buy, and iRobot. He was the recipient of the 2004 Bentley College Teaching Innovation award for MG755: The Organizational Life Cycle — The Boston Beer Company Brewers of Samuel Adams Lager Beer. Alan Hoffman has a DBA and MBA from Indiana University—Bloomington and a BA from the University of Massachusetts, Amherst.

Joe Quackenbush is an assistant professor of design at Massachusetts College of Art and Design and teaches in both the undergraduate and graduate (Dynamic Media Institute) programs. He is president of Jam Design, Inc., an interactive and print design studio, with clients that include The Rhode Island School of Design, Bryant College, The Massachusetts Institute of Technology, The New York Times, Keane Inc., International Data Group, Andersen Consulting, and The Boston Athenaeum. He has taught graphic design and interactive design courses at The Rhode Island School of Design, Clark University, and The University of Hartford. He co-organized the 2008 AIGA design education conference entitled Massaging Media 2: Graphic Design in the Age of Dynamic Media. He has an MFA in Graphic Design from the Rhode Island School of Design, a BA in English from Oakland University in Rochester, MI and is a graduate of the Radcliffe Publishing Course at Harvard University.

Please note: this course requires a minimum of twelve students to run. Early registration is encouraged. 

Course Schedule can be downloaded at the panel to the right.


Alan Hoffman teaching Creative Continuum

Creative Continuum 2011

Creative Continuum 2011

Creative Continuum 2011

2017 Schedule (PDF)



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