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In 2014, the Universidad Autónoma de Bucaramanga (UNAB) decided to make creativity a core feature of its institutional purpose, aiming to “broadly develop self-directed, ethical and creative students that transform their environment to help build a more prosperous society.” This chapter examines the implementation and outcomes of UNAB's fourfold strategy to institutionalize creativity: (1) the establishment of a dedicated Center for Creativity, Innovation, and Entrepreneurship; (2) the launch of a Creativity Ambassadors Program to nurture a creative mindset among faculty; (3) the implementation of a mandatory undergraduate course on Applied Creativity to enhance students’ creative skills; and (4) the development of a graduate course in Creative Problem Solving to support students in generating and advancing innovative solutions. By the end of 2023, these initiatives had reached 174 staff members, 567 professors, 5916 undergraduate students, and 2920 graduate students across 70 academic programs. This strategic execution not only led to an increase in staff, faculty, and student engagement in innovative practices but also elevated UNAB’s recognition in the field of creativity. In 2019, UNAB moved up in a national ranking among Colombia's most innovative universities. This case study underscores the potential of targeted educational strategies to profoundly influence university culture and output, suggesting a strategy for other institutions aiming to enhance their educational impact through creativity.

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Creativity as a Primary Driver of a University's Purpose: The Case of the Universidad Autónoma de Bucaramanga in Colombia

  • 章节

  • 发表日期：

    2025年

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  • Cesar D. Guerrero,
  • John Fitzgerald Cabra,
  • Martha L. Orellana-Hernández,
  • Juan P. Neira-Vesga

摘要

In 2014, the Universidad Autónoma de Bucaramanga (UNAB) decided to make creativity a core feature of its institutional purpose, aiming to “broadly develop self-directed, ethical and creative students that transform their environment to help build a more prosperous society.” This chapter examines the implementation and outcomes of UNAB's fourfold strategy to institutionalize creativity: (1) the establishment of a dedicated Center for Creativity, Innovation, and Entrepreneurship; (2) the launch of a Creativity Ambassadors Program to nurture a creative mindset among faculty; (3) the implementation of a mandatory undergraduate course on Applied Creativity to enhance students’ creative skills; and (4) the development of a graduate course in Creative Problem Solving to support students in generating and advancing innovative solutions. By the end of 2023, these initiatives had reached 174 staff members, 567 professors, 5916 undergraduate students, and 2920 graduate students across 70 academic programs. This strategic execution not only led to an increase in staff, faculty, and student engagement in innovative practices but also elevated UNAB’s recognition in the field of creativity. In 2019, UNAB moved up in a national ranking among Colombia's most innovative universities. This case study underscores the potential of targeted educational strategies to profoundly influence university culture and output, suggesting a strategy for other institutions aiming to enhance their educational impact through creativity.