The MBA program was honored to welcome Prof. Roland W. Fleming, Executive Director of the Center for Mind, Brain, and Behaviour and a globally recognized authority in cognitive neuroscience and experimental psychology, as a guest speaker in the "Creativity Methods in Management" course, led by Dr. Frank J. Maile. Prof. Fleming’s insights enriched the session, drawing on his extensive expertise.
Dr. Maile, who brings 25 years of industry experience into the MBA classroom, has been deeply engaged in Product Development and Innovation Management throughout his career. This year marks his 15th semester teaching in the Pforzheim University MBA program, where he was honored with the Dean's Award for Distinguished Lecturers in 2022. Outside the classroom, Dr. Maile serves as Vice President of Technical Marketing & Product Management at Schlenk Metallic Pigments GmbH.

A Dive into the Neuroscience of Creativity
In an engaging and thought-provoking presentation, Prof. Fleming shared groundbreaking insights into the relationship between brain processes, perception, and creativity. With a distinguished career spanning over two decades and a diverse interdisciplinary research portfolio, he brought cutting-edge concepts to life for the MBA students, drawing connections between theoretical foundations and their application in managerial contexts. Prof. Fleming illuminated, how creativity is underpinned by complex cognitive and perceptual mechanisms.

Connecting Science to Management
Throughout the session, Prof. Fleming emphasized how insights from neuroscience and psychology could be translated into tools for creative problem-solving in business settings. He highlighted how understanding human perception can enhance collaboration, innovation, and decision-making within teams.
This perspective seamlessly aligned with the course’s focus on creativity methods in management, offering students a unique vantage point to explore:
•    How creativity is fostered and managed within organizations.
•    The role of individual and team dynamics in generating innovative solutions.
•    Practical applications of neuroscience for leading creativity in management.
The interactive format of the lecture allowed students to pose questions and engage directly with Prof. Fleming. His detailed and enthusiastic responses showcased not only his depth of knowledge but also his passion for bridging science and practice.

A Leader in Experimental Psychology
Prof. Fleming’s illustrious career includes his role as Kurt Koffka Professor of Experimental Psychology at Giessen University, leadership of interdisciplinary research clusters, and prestigious accolades such as the ERC Advanced Grant for his project "STUFF: Visual Perception of Materials and their Properties." His expertise spans a broad array of fields, including material perception, computational modeling, and computer graphics, making him a pioneer at the intersection of cognitive science and practical applications.

Student Reflections
The session left a profound impact on our students, who appreciated the chance to delve into the scientific underpinnings of creativity and how these concepts could be applied in managerial roles. One participant remarked, "Prof. Fleming’s lecture expanded my understanding of creativity, not just as a skill but as a deeply rooted cognitive process. This will undoubtedly shape how I approach problem-solving in my career."
Students also highlighted the value of the hands-on design thinking exercises, which allowed them to brainstorm and prototype solutions collaboratively, fostering creativity and critical thinking under real-world constraints. Additionally, assignments analysing multinational corporations’ innovation strategies were praised for bridging theory with practice, while the curated academic resources offered a solid foundation for understanding creativity as a cognitive and strategic process.

Acknowledgments
A heartfelt thank you to Dr. Frank J. Maile for organizing this inspiring lecture and for his dedication to delivering a dynamic and stimulating course. The Creativity in Management program continues to empower MBA students with the tools to lead and innovate in their professional journeys.
We also thank the guest speakers for sharing their invaluable experiences, bridging academic learning with industry practices, and enriching the module with diverse perspectives.
About the Course: Creativity Methods in Management
This course equips MBA students with the theoretical and practical tools to enhance creative thinking in business contexts. Topics include individual and team creativity, collaborative problem-solving, and fostering innovation within organizations. By integrating neuroscience and experimental psychology, students gain a unique, interdisciplinary approach to managing and inspiring creativity in their future managerial roles.
In the classroom, students engaged in dynamic design thinking exercises, brainstorming and prototyping solutions to real-world problems under time constraints.

Text: Gnanendra Kumar, Class of 2025