AUDIOVISUAL TECHNIQUES AS A TOOL TO SUPPORT TEACHING IN THE PROCESS OF EDUCATIONAL INNOVATION

Educational policy experts advocate giving opportunity to new educational methodologies and are committed to ensuring the renewal and improvement of teaching quality in the context of the European Higher Education Space. Actual results of university education and the needs of an increasingly complex society, multicultural and global show significant misalignments. This situation requires a change of course by our universities. One of the key areas for improvement are the renewal of educational methods, until recently, has been used on a daily basis by teachers across the board.

In response to this situation, and since 2007 the Spanish universities have been working on a series of measures giving more flexibility to the organization of university education, promoting the diversification of the curriculum and allowing universities to exploit their innovation, their strengths and opportunities . The new organization of teaching seeks to respond to structural change, but also wants to boost the renewal of educational methodologies. This renewal teaching directly affects the student-teacher interaction for learning generation, in combination and adaptation of teaching methods to the nature of the various parts of a field and the starting point for students, strengthening the practical learning, problem solving and discussion of case studies, conducting pre-professional external tutorial attention, and use of information technologies and communication, calls are always playing a key role in the methodological renewal.

In this work, we just tell a teaching experience in the field of marketing which included important elements in the use of new technologies and especially in the use of audiovisual techniques as an active and motivating methodology that promotes the development of transversal skills like teamwork skills, the ability to communicate, efficiency in the organization of information and innovation skills. Thus, during the academic year 2010-2011 has been launched in the subject field of Market Research Techniques, included in the final year of the Bachelor of Business Administration and Marketing at Universitat Jaume I, an educational strategy to introduce audiovisual elements in their theoretical lessons noting that students are more motivated by the subject, better understanding of the concepts, while helping them improve the transversal skills described above. Moreover, we have the added effect that the use of these techniques encourages the student's personal creativity and generates a better atmosphere in class.