INNOVATION IN MARKETING FOR A MORE GLOBALIZED ENVIRONMENT
We are immersed in an increasingly dynamic and globalized environment. The implementation of the EHEA in Spanish universities involves a process of change from the previous model, making it necessary to incorporate a system for teaching innovation according to the proposed reform. The university system should be adequate to this environment. The main aim of this project is to analyze how technological innovation contributes to improving teaching quality in the area of Marketing and Market Research at the University of Alcalá. To do this, several educational innovations have been designed and implemented. Specifically, students have been organized into teams and with the guidance of the teacher, with the use of the virtual platform, question sheets, synthesis sheets, the creation of virtual resources, making a creative dynamic environment and incorporating English into business management simulators. The results show a positive perception in relation to resources, faculty and the general motivation to the teaching-learning process.