Abstract:

In the framework of active methodologies to promote deep learning among students, this educational innovation project proposes the use of agile methodologies—emerging business techniques—to structure the teaching and assessment of marketing-related subjects. Thus, during the 2024-2025 academic year, the project UV-SFPIE_PIEC-3327030 aims to consolidate these methodologies, introduce the use of emerging technologies, and analyse the main effects, evolution, and students' evaluation of this agile education compared to traditional methods.

The ongoing research within the current educational innovation project allows us to continue developing this innovative teaching method, which began in the 2020-2021 academic year to enhance instruction and facilitate students' independent learning, as confirmed by the results and impact of previous courses. The project aligns with the mission of our Consolidated Teaching Innovation Group, MarkAct (Active Methodologies for Learning in Marketing), which focuses on the implementation and development of innovative active methodologies for marketing education. These methodologies are applied to real business scenarios while placing students at the centre of the learning process.

To achieve this, a conceptual framework is developed to guide the consolidation, updating, and implementation of teaching practices. This is followed by quantitative research and the conclusion of the teaching process, leading to a set of improvement proposals and final conclusions.

Regarding the teaching methodology used to achieve the proposed objectives, it is based on an active approach where each student team develops a project within the subject. This process fosters learning through the conception, design, planning, development, and evaluation of the project, incorporating, among other elements, AI and agile techniques.

The learning outcomes and the improvement of students' competencies are observed in three key aspects:
- Students have taken on a leading role.
- Academic performance and results have improved.
- The acquisition of transversal skills has been strengthened.

Keywords:

Marketing, Active methodologies, educational project.