Abstract:

The aim of this study is to collect evidences about the benefits of make movies as active experiential learning. A project on student-generated shorts digital videos as parts of a global movie is the clue for acquires skills within the action propose. The study describes the activity carried out with the students of 'Market Research' subject, in third year of the Degree in Business Administration and Management. Nowadays, videos are part of the student daily reality. With videos in a learning context, the possibility of reaching students in a much more direct way than the traditional master class can be a very interesting way to improve their attention, participation, motivation and engagement.

The activity purpose involves the development and use of videos to teach and learn the process of field work. We divide the class into 5 teams, of 3 or 4 students each of them. Every team made 3 short videos (randomly selected) in which the 15 different situations that occur in the interviewer's job were represented. The teacher provided a script with the minimum indications that each situation should contemplate, these are the scenes of the movie. Creativity would be valued, and they would reliably reflect the role they were playing.

The teacher made a half-hour movie with the 15 scenes (the students’ short videos). “Pollsters: The Movie”. The film was seen in class, according to the scheduled time. The students seemed very focused most of the class time and showed great interest. A peer evaluation served to assess the projects and reward them in the Oscars Ceremony.

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 research, teaching innovation, video, ICT.