Dr James Dillon’s Thesis, Creative Third Space: Applying Creative Digital Marketing Practice Within Higher Education Settings, was published to QUT ePrints on 21 August, 2024.
Description
An investigation into the strategies of creative digital marketing practitioners who work in higher education, including how they adapt to continually changing conditions; apply creative techniques to push marketing conventions; and produce content that is both evocative and practical. Combining analytical and applied creative research, the thesis contributes to the fields of third space.
Keywords
Creative third space, creative digital marketing practice, third space professionalism, blended professional, integrated practitioner, digital creative practice, creative practice research, marketing, communications, and brand strategy, content marketing strategy, higher education professionalism.
Browse a Flipbook Extract
The following Flipbook extract of the Thesis provides the Introduction section and Chapters 1-2:
Download the Full Thesis
The full published Thesis is available to download from the Queensland University of Technology (QUT) ePrints library:
About the Study
This Professional Doctorate is an investigation into the strategies of creative digital marketing practitioners who work in higher education, including how they adapt to continually changing conditions; apply creative techniques to push marketing conventions; and produce content that is both evocative and practical.
Combining analytical and applied creative research, the thesis contributes to the fields of third space professionalism and professional creative practice through a new, applied, and tested process model and practice principles for what is termed ‘creative third space’. This outcome can be applied by creative professionals to navigate higher education contexts, negotiate priorities, build relationships, and produce innovative marketing and communications.
The thesis applied mixed methods, including an extensive contextual analysis and literature review.
Project 1 involved semi-structured interviews with university-embedded marketing and communications directors and close analyses of several university marketing campaigns.
Project 2 involved the application of creative-practice research, this study establishes the key phases, dimensions, and characteristics of ‘creative third space’.
Through practice-led research, this ‘creative third space’ model and set of practice principles were tested in practice and in situ. The researcher, a professional creative digital marketing practitioner embedded in a university setting, applied them in the production of an integrated marketing and communications campaign for a university faculty.
Project 2 Photo Documentation
Presented here are selected photos from Project 2:
Project 2 Creative Analytic Practice Artefacts
Presented here are four cinematic virtual reality 360-degree videos and a website created during Project 2:
