Abstract:

The aim of this paper is to explain a project that is being carried out at Faculty of Economics of the University of Valencia. The COVID-19 pandemic has forced us to finish the academic year 2019-2020 adapting agilely to a totally virtual University. The present 2020-2021 academic year, implement hybrid training strategies with face-to-face and virtual learning as an imposed reality.

In this framework of the methodology blended learning, the project proposes the use of agile methodologies to configure the teaching and assessment of some subjects in the area of marketing of the University of Valencia. Each subject will contemplate four fundamental pillars of learning: autonomous, collaborative, problem-based (PBL) and project-based.

The specific objectives of the project are:
(1) to design and to adapt innovative materials,
(2) to efficiently use the digital technologies and resources available at the University of Valencia,
(3) to bring the university and business world closer together,
(4) to measure the level of satisfaction with this teaching innovation project.

To achieve this, the following methodology of educational innovation will be carried out during the academic year 2020-2021. Initially, a conceptual development is guiding the teaching design and the implementation. Subsequently, there will be the research and closure of the teaching action, giving rise to a set of proposals for improvement and conclusions.

The impact of the project is expected to directly affect about 400 students of the Faculty of Economics and 10 professors from the Department of Marketing and Market Research, indirectly.

Acknowledgement:
The authors gratefully acknowledge financial support from the University of Valencia (UV-SFPIE_PID20-1353030)

Keywords:

Blended learning, agile methodology, marketing, teaching innovation project.