About this paper

Appears in:
Pages: 6025-6030
Publication year: 2018
ISBN: 978-84-697-9480-7
ISSN: 2340-1079
doi: 10.21125/inted.2018.1425

Conference name: 12th International Technology, Education and Development Conference
Dates: 5-7 March, 2018
Location: Valencia, Spain

EXPERIENTIAL LEARNING: HOW TO DEVELOP PROFESSIONAL SKILLS IN COMMUNICATION AND ADVERTISING STUDENTS

K. Mejía1, V. Baena2, G. González-Cuevas2

1Universidad Tecnológica Centroamericana (HONDURAS)
2Universidad Europea de Madrid (SPAIN)
One of the challenges in higher education is for students to learn how to apply the theoretical concepts, methods and techniques seen in lectures to real life professional situations. In order to overcome this challenge, professors should encourage values such as confidence, culture, communication, creativity, commitment and technical skills. This article analyzes experiential learning as a methodology for educational innovation that provides students with a space in which they obtain hands on experience and self-reflection, rather than the theoretical information, allowing for personal and professional growth through the teaching process. This research was performed with two groups of students enrolled in the degree of Communication and Advertising at UNITEC (Universidad Tecnológica Centroamericana). Students developed practical abilities such as: problem identification in communication, city brand design and advertising planning. Through this process, a tourism marketing project focused on the promotion of the city of Santa Lucía, in Honduras, was developed. The results of this initiative suggest that experiential learning can improve the development of leadership, decision making and problem solving skills in university students.
@InProceedings{MEJIA2018EXP,
author = {Mej{\'{i}}a, K. and Baena, V. and Gonz{\'{a}}lez-Cuevas, G.},
title = {EXPERIENTIAL LEARNING: HOW TO DEVELOP PROFESSIONAL SKILLS IN COMMUNICATION AND ADVERTISING STUDENTS},
series = {12th International Technology, Education and Development Conference},
booktitle = {INTED2018 Proceedings},
isbn = {978-84-697-9480-7},
issn = {2340-1079},
doi = {10.21125/inted.2018.1425},
url = {http://dx.doi.org/10.21125/inted.2018.1425},
publisher = {IATED},
location = {Valencia, Spain},
month = {5-7 March, 2018},
year = {2018},
pages = {6025-6030}}
TY - CONF
AU - K. Mejía AU - V. Baena AU - G. González-Cuevas
TI - EXPERIENTIAL LEARNING: HOW TO DEVELOP PROFESSIONAL SKILLS IN COMMUNICATION AND ADVERTISING STUDENTS
SN - 978-84-697-9480-7/2340-1079
DO - 10.21125/inted.2018.1425
PY - 2018
Y1 - 5-7 March, 2018
CI - Valencia, Spain
JO - 12th International Technology, Education and Development Conference
JA - INTED2018 Proceedings
SP - 6025
EP - 6030
ER -
K. Mejía, V. Baena, G. González-Cuevas (2018) EXPERIENTIAL LEARNING: HOW TO DEVELOP PROFESSIONAL SKILLS IN COMMUNICATION AND ADVERTISING STUDENTS, INTED2018 Proceedings, pp. 6025-6030.
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