Abstract:

The aim of this paper is to explain the development of innovative materials and resources to improve teaching-learning strategies and techniques for students as one of the results of the Educational Innovation Project UV-SFPIE_PIEC-2734213 that is being carried out during the course 2023/2024 at Faculty of Economics of the University of Valencia.

A real collaborative work project is proposed in the classroom through small teams of 4 or 5 people, with the active participation of the students. The project consists of the development of marketing strategies for the launch of a newly created product or service by the students, but always within the framework of a real entity in a specific sector. To achieve this, 4 deliveries are designed throughout the semester based on 4 agile life cycles (known as Sprints in the Scrumban methodology) organised as follows:
(1) Design of the product/service variable and brand image.
(2) Design of the price variable: methodology and strategy.
(3) Design of the distribution variable: channels and strategy.
(4) Design of the communication and promotion campaign.

Following the agile teaching-learning process, partial deliveries of the project are periodically made in which the students use AI to design the different marketing strategies. The aim is to reach the optimal solution through evaluation and continuous improvement of the project.

As a result, the project encourages reflection on ICTs, especially AI, as an instrument at the service of innovative methodologies, contributing to the digital transition. Moreover, motivates the development of innovative materials and resources to improve teaching-learning strategies and techniques for students.

Keywords:

Agile learning, AI, marketing strategies, Educational Innovation Project.