Using Imagination in Management Education : The Case of Actual Jobs and Imagined Diaries

In this article, I discuss the often-neglected utility of imagination in management education and how imagination can help us narrow the teaching and practice gap. One way of utilising imagination for this purpose is using actual management jobs and encouraging students to apply taught material by writing imagined diaries on fulfilling responsibilities listed in job adverts. Using the case of an undergraduate marketing module at Lancaster University where I utilise this authentic approach by asking students to write imagined diaries on actual marketing jobs, I demonstrate how imagination help students understand the practical relevance of taught material to real-life problems, and how students benefit from an increased awareness of actual management issues, dynamics and demands. I conclude by reiterating the case for using imagination in authentic assessments and narrowing the teaching (theory) and practice gap in management that will benefit both management educators and students.