Abstract:

In recent years and as a result of the implementation of the Bologna Program in the university community, the student occupies a more prominent position in the development of the teaching-learning process. In this sense, the use of innovative tools becomes a key ally for teachers, due to their ability to generate new and more attractive content. In this sense, the literature relates the satisfaction that students trigger towards university teaching with the implementation of Information and Communication Technologies (ICT) that teachers use in their master classes. Therefore, the main objective of this paper is to identify how the perception towards ICT influences to a greater or lesser extent the satisfaction of students towards the university teaching received and to identify the possible resulting segments according to these variables. Thus, through a CHAID algorithm and on a sample of 176 students attending courses of Marketing and Commercial Distribution, included in the Degree in Business Administration and Management (ADE) and, students of Digital Marketing and Analytical Marketing and Consumer, belonging to the Business Intelligence Analytics (BIA) degree, all of them from the Faculty of Economics of the University of Valencia, two segments of students are identified that differ significantly in their level of satisfaction and in their perception of the practical innovations carried out in university teaching. Specifically, the group of students most satisfied with the use of interactive tools stands out for this one, made up of ADE students, international and mostly women. On the other hand, the segment that presents lower levels of satisfaction with ICT would be made up of a large number of BIA students, with a higher percentage of male students and, for the most part, national students. The design of innovative actions, especially those derived from ICT, in university teaching for each segment can contribute positively to the perception that students develop towards university institutions, increasing their satisfaction.

Keywords:

ICT, satisfaction, innovation, segmentation, CHAID, university.