Congresos. Editorial UPV

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Congresos realizados en la UPV publicados por la Editorial Universitat Politècnica de València.

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    Proyecto “reto de marketing”: fomento del aprendizaje a través de las soft skills para la proyección laboral
    (Editorial Universitat Politècnica de València, 2023-10-06) Orero Blat, María; Millán Franco, Maria Alejandra
    [EN] The "marketing challenge" is a teaching innovation project that has been developed with 4th year students of Product Design and Development Engineering at the Universitat Politècnica de València, in the subject of Marketing and Legal Aspects. This project has been proposed with the aim of strengthening the learning process of students in the areas of strategic, operational and digital marketing and legal aspects related to industrial and intellectual protection. Traditionally, the methodology that had been implemented consisted of drawing up a marketing plan for an imaginary company, so that they could apply the knowledge acquired in the classes in a practical way; however, it was identified that the results obtained did not denote a deep learning or application of the subjects and the students were dissatisfied and showed little interest. Thus, it was proposed to modify the methodology, incorporating greater dynamism, interaction and dialogue between students, teachers and external people from real companies, in order to broaden learning and encourage students' ability to respond to a real situation based on the contents of the class. In addition, the growing importance of soft skills in recruitment has been recognised, which has led to the need for universities to prepare their students in interpersonal and communication skills. Thus, some soft skills that have been key to the development of the project, such as personal organisation and time management, teamwork, leadership, presentation skills, creativity and lateral thinking, and self-confidence and improvement of self-concept and self-perception. The "marketing challenge" project was carried out in collaboration with Valencian companies from different sectors and areas of activity. The project has lasted four months in which the students, divided into work teams, have solved marketing challenges proposed by the companies, with innovative, fresh and complete proposals based on the contents of the classes, but they have also managed to strengthen personal skills and those of their entire university career. In addition, the project has led to an increase in the self-perception of students in different skills and abilities (soft skills) that are key to promoting employability as a differential method, especially for those seeking internships or their first job. Finally, it has led to an increase in students' motivation and commitment to the subject and the study of marketing, as well as their overall satisfaction. On the other hand, the experience of the companies has been very positive and so much so that 5 students of the subject have been offered an internship contract at the end of the challenge, as well as some teams have continued the relationship with the companies and will carry out work projects with them in the future. Therefore, applying this methodology in the last year of the degree has been very relevant in terms of learning the contents of the subject, but also in relation to their employment prospects.