Analysis of the implementation of a professional software in university teaching
DOI:
https://doi.org/10.17561/ae.v25n2.8064Keywords:
teaching innovation, advertising, professional software, university, audiencesAbstract
The aim of this work was to know the educational effectiveness of using profesional software in the classroom. To this end, a Teaching Innovation Project was developed and implemented with students enrolled in two compulsory subjects in the Degree in Advertising and Public Relations at the University of Valladolid (n=201). The students carried out several practical tasks with the TOM Micro programme; these tasks were complemented with the recording of five knowledge pills and the celebration of a Scientific Conference. A survey was carried out to measure the students’opinion of this teaching methodology. The survey was completed by 145 students. The results show the students’ liking to the use of professional software in the classroom and an increase in the knowledge acquired from the subjects and the advertising environment, both linked to a greater knowledge of the software. These results reflect the need to use practical support materials in teaching to complement theoretical training
Downloads
References
Asociación Española de Anunciantes (2018). Catálogo aea de Fuentes y Herramientas de medición. ODEC: TOM Micro. https://n9.cl/guqsk
Ávila Rodríguez-de-Mier, B., & Llamazares Redondo, F. (2018). Medición de audiencias: TOM Micro. Utilidades en la elaboración de un Plan de Medios. ESIC.
Ávila Rodríguez-de-Mier, B. (2022). Particularidades de la oferta de prácticas externas curriculares de publicidad y relaciones públicas. En A., Martínez; C., Paradinas, C., & D. Muñoz (coord.) Comunicación y soluciones digitales para nuevos contenidos (pp. 69-80). Gedisa.
Brown-Devlin, N. (2021). Teaching Analytics and Digital Media to Advertising Students, Journal of Advertising Education, 25(1), 28–36. https://doi.org/10.1177/1098048220984108
Clemente-Mediavilla, J., & Antolín-Prieto, R. (2019). Oferta laboral de LikedIn dirigida a egresados en Publicidad en España. El Profesional de la Información, 28(6), 1-7. https://doi.org/10.3145/epi.2019.nov.13
Cowley, S. (2017). The buzz-feed marketing challenge: an integrative social media experience. Marketing Education Review, 27(2), 109–114. https://doi.org/10.1080/10528008.2017.1309981
Dykes, B. (31 de marzo de 2016). Data storytelling: The essential data science skill everyone needs. Forbes. https://bit.ly/3Ir0sUe
Fuentes, L., Villegas, M., & Iván Mendoza, I. (2005). Software educativo para la enseñanza de la biología. Revista de Ciencias Humanas y Sociales, 47, 82-100.
Martín-García, N., De Frutos Torres, B., Pacheco Barrio, M., & Ávila Rodríguez-de-Mier, B. (2020). Evaluación de una intervención docente para la planificación de medios con el programa Excel. En R., Roig-Vila (Ed.) La docencia en la Enseñanza Superior. Nuevas aportaciones desde la investigación e innovación educativas (pp. 707-718). Octaedro.
Karen E. Mishra, K., & Mishra, A. (2020). Innovations in Teaching Advertising: Teaching Digital on a Shoestring Budget, Journal of Advertising Education 24(1) 8–20. https://doi.org/10.1177/1098048220913342
Monge, S., & Etxebarria, J.A. (2017). Competencias más valoradas por los profesionales de la publicidad de la Comunidad Autónoma Vasca. Comparación 2008-2016. Comunicación y Sociedad 30(2), 97-111. https://doi.org/10.15581/003.30.2.97-111
Neill, M.S., & Schauster, E. (2015). Gaps in advertising and public relations education: Perspectives of agency leaders, Journal of Advertising Education, 19(2), 5–17. https://n9.cl/guqsk
Pastor-Rodríguez, A.; Martín-García, N.; De Frutos Torres, B. y Ávila Rodríguez-de-Mier, B. (2022). Píldoras de conocimiento: evaluación de los vídeos docentes para el autoaprendizaje en el contexto universitario. Doxa Comunicación, 35. https://doi.org/10.31921/doxacom.n35a1538
Sharma, A. (2015). Use of Bloomberg Professional in support of finance and economics teaching, Cogent Economics & Finance, 3, 1-13. https://doi.org/10.1080/23322039.2015.1115618
SJC.Uva.es. (s.f.). Itinerarios de optativas y perfiles profesionales. http://sjc.uva.es/publicidad-y-relaciones-publicas/
Wurdinger, S., & Carlson, J. (2009). Teaching for Experiential Learning: Five Approaches That Work. R&L Education.
Published
Issue
Section
License
Copyright (c) 2023 Belén Ávila Rodríguez de Mier, Noemí Martín García
This work is licensed under a Creative Commons Attribution 4.0 International License.
The authors who publish in this journal agree with the following terms:
The authors retain the copyright and guarantee the journal the right to be the first publication of the work as well as a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the authorship of the work and the initial publication in this magazine.
Authors may separately establish additional agreements for the non-exclusive distribution of the version of the work published in the journal (for example, place it in an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
Authors are allowed and encouraged to disseminate their work electronically (for example, in institutional repositories or on their own website) before and during the submission process, as it may result in productive exchanges, as well as a more early and major published papers (See The Effect of Open Access).
