Evaluación de la metodología work-integrated learningEnseñanza del marketing a través de la experiencia de profesionales llevada al aula

Laburpena

The teaching methodology in marketing subjects is traditionally based on the so-called “master classes” and the support of graphic documentation which, however, have proved to be insufficient to provide students with professional competences and skills that can be directly applied in the workplace. It is precisely the aim of this book chapter to reduce this gap between university and business and to facilitate the incorporation of marketing students into the professional world. Specifically, it applies the work-integrated learning methodology to students of a Marketing Degree course, which consists of providing students with knowledge, examples, case studies and experiences directly from marketing professionals invited to the classroom. To achieve this objective, master classes given by the teacher were combined with talks and lectures by professional marketing experts invited to the classroom who explained, through real examples, the content of the subject being taught. The results reveal that the work-integrated learning methodology has increased motivation, interest in the subject, understanding and acquisition of concepts, as well as the students’ ability to manage companies.