Abstract:

The aim of this study is to collect evidences about the benefits of active experiential learning. Linking university and company is the clue for acquires skills within the action propose. The study describes the activity carried out with the students of 'Strategic Marketing' subject, in third year of the Degree in Business Administration and Management. The content of the course is to offer students a broad view on key business strategies applied by companies to function successfully in the markets where they operate. The subject areas addressed among others, the strategic analysis of marketing environment, the formulation of marketing strategies, the implementation processes and control of marketing strategy.

The activity purpose involves a brief research to analyze the market orientation of real companies. Through a personal interview with a manager of the company the students applied the MARKOR scale. Continually, students evaluated the information and generated managerial implications. Its main objectives are to train students in terms of their ability to identify problems, analyze and summarize the situation and the search for possible alternative actions. It fosters communication skills, improvisation and initiative, the ability to work together and make decisions.

The results derived from the experience reflect that:
(1) active learning applied to real-life situations promotes the achievement of competencies for undergraduate students; and
(2) students are satisfied with the experience of learning and found it interesting and innovative.

Keywords:

Experiential learning, market orientation, teaching innovation.