NATIONAL ECONOMICS UNIVERSITY
BUSINESS SCHOOL
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PHAM MINH NGUYET
ENHANCING DESIGNERS' CREATIVITY AT
MARMEDIA MARKETING MEDIA COMPANY LIMITED
Bachelor of Business Administration in English (E-BBA) Thesis
HANOI, 2024
NATIONAL ECONOMICS UNIVERSITY
BUSINESS SCHOOL
---o0o---
ENHANCING DESIGNERS' CREATIVITY AT
MARMEDIA MARKETING MEDIA COMPANY LIMITED
Bachelor of Business Administration in English (E-BBA) Thesis
Student : Pham Minh Nguyet
Class : E-BBA 13.2
Supervisor : PhD. Nguyen Phuong Mai
HANOI, 2024
i
ACKNOWLEDGEMENT
I would like to express my appreciation to everybody who contributed to the
effective completion of this thesis. It was the outcome of the collaboration and
unwavering assistance from various individuals.
First and foremost, I would like to express my sincere thanks to all the lecturers
and professors of the E-BBA program at the Business School and National
Economics University for providing me with an invaluable learning experience.
Their dedication to fostering highly effective educational conditions provided me
with significant knowledge, which I see as an asset for my future jobs.
Special thanks go to my thesis instructor, PhD. Nguyen Phuong Mai, for her
extremely valuable assistance and support during the completion of my thesis.
Without her insightful feedback, helpful advice, and guidance, I would not have
successfully completed my graduation thesis timely and at its highest quality.
Moreover, I would like to extend my profound gratitude to Mrs. Le Thi Thu, the
program coordinator, for offering me outstanding academic and practical
opportunities.
I would also like to send my heartfelt gratitude to Marmedia Co. Ltd for their
collaboration in this research, especially to Mr. Nguyen Thuan Tien - Director;
Mr. Luu Hieu - Creative Manager; Mr. Dat Tran - Creative Leader; Mrs. Yen
Tran- HR Manager; and all colleagues and survey participants for their support
and assistance during my internship.
Last but not least, I would like to show my deep thanks to my family and beloved
friends, who have been unwavering companions and sources of support along
this academic journey. That is a priceless memory that I can never forget.
Hanoi, December 2024
Pham Minh Nguyet.
ii
TABLE OF CONTENTS
ACKNOWLEDGEMENT .................................................................................... i
ABBREVIATIONS .............................................................................................. v
LIST OF TABLES .............................................................................................. vi
LIST OF FIGURES ........................................................................................... vii
EXECUTIVE SUMMARY ............................................................................... viii
CHAPTER 1: INTRODUCTION ....................................................................... 1
1.1. Research rationale .................................................................................... 1
1.2. Research objectives ................................................................................... 3
1.3. Research questions .................................................................................... 3
1.4. Research scope .......................................................................................... 3
1.5. Thesis structure ......................................................................................... 4
CHAPTER 2: LITERATURE REVIEW & THEORETICAL
FRAMEWORK .................................................................................................... 5
2.1. Overview of creativity .............................................................................. 5
2.1.1. Definition ............................................................................................. 5
2.1.2. Components of creativity .................................................................... 7
2.1.3. Characteristics of individual creativity ............................................... 8
2.2. Theoretical review and theoretical framework .................................... 10
2.2.1. Amabile's research (1983; 1996) ....................................................... 11
2.2.2. Dul, Ceylan, & Jaspers' research (2011) ........................................... 12
2.2.3. Literature review on factors impacting individual creativity of
designers ...................................................................................................... 13
2.3. Proposed research model and hypothesis about factors influencing
the individual creativity of designers ........................................................... 14
2.3.1. Proposed research framework about factors influencing the individual
creativity of designers ................................................................................. 14
2.3.2. Research hypotheses .......................................................................... 15
CHAPTER 3: RESEARCH METHODOLOGY ............................................ 21
3.1. Research process ..................................................................................... 21
3.2. Qualitative research ................................................................................ 22
3.2.1. Qualitative research design ............................................................... 22
3.2.2. Qualitative research results ............................................................... 23
3.3. Sampling methodology ........................................................................... 25
3.3.1. Sample size ........................................................................................ 26
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3.3.2. Questionnaire design ......................................................................... 26
3.4. Data collection ......................................................................................... 27
3.4.1. Secondary data .................................................................................. 27
3.4.2. Primary data....................................................................................... 27
3.5. Data analysis ............................................................................................ 28
3.5.1. Evaluation of scale reliability by Cronbach’s Alpha coefficient and
Exploratory Factor Analysis (EFA) ............................................................ 28
3.5.2. Pearson correlation analysis .............................................................. 29
3.5.3. Regression analysis ........................................................................... 30
3.5.4. Descriptive statistics .......................................................................... 30
CHAPTER 4: OVERVIEW OF COMPANY .................................................. 31
4.1. General information ............................................................................... 31
4.2. Company’s history and development.................................................... 32
4.3. Functions and Missions .......................................................................... 33
4.4. Characteristics of Marmedia ................................................................. 34
4.4.1. The business fields ............................................................................ 34
4.4.2. Markets and clients ............................................................................ 34
4.5. Organizational structure and Functions of department ..................... 35
4.6. Current overview of Human Resources at Marmedia Co. Ltd .......... 35
4.7. Business results during the period 2019 - 2023 .................................... 37
CHAPTER 5: RESEARCH RESULTS ........................................................... 39
5.1. Description statistics of Research Sample ............................................ 39
5.1.1. Gender ............................................................................................... 39
5.1.2. Age .................................................................................................... 40
5.1.3. Qualification ...................................................................................... 41
5.1.4. Job Position ....................................................................................... 42
5.1.5. Seniority ............................................................................................ 43
5.2. Evaluating the reliability of the scale using Cronbach’s Alpha ......... 43
5.2.1. Reliability scale of independent variables ......................................... 44
5.2.2. Reliability scale of dependent variable ............................................. 47
5.3. Exploratory Factor Analysis results ..................................................... 48
5.3.1. EFA results of independent variables ................................................ 48
5.3.2. EFA results of dependent variable .................................................... 50
5.4. Pearson correlation analysis results ...................................................... 52
5.5. Linear regression results ........................................................................ 53
5.6. Descriptive statistics ............................................................................... 55
