AGILE LEARNING IN MARKETING: SCRUM IN HIGHER EDUCATION
APRENDIZAJE ÁGIL EN MARKETING: SCRUM EN EDUCACIÓN SUPERIOR
DOI:
https://doi.org/10.35564/jmbe.2022.0020Keywords:
Metodologías ágiles, Scrum, aprendizaje activo, marketingAbstract
The main objective of this article is to show the results of a teaching innovation project that proposes the use of agile methodologies, typical of the business world, to adapt them to teaching. To this end, the agile technique Scrum is applied, a practical and experiential method in which learning by doing is used. Scrum facilitates the development of important skills for the students' future employment (working under pressure, adapting to new situations, teamwork, communication and conflict management). The specific objectives of the project are: 1. To design practical classes based on Scrum. 2. To use digital technologies and resources efficiently. 3. To bring the university and business worlds closer together. 4. To measure the perception of university students after the application of the teaching innovation project. To analyze descriptive results, a survey was carried out among the students who participated in the project, reaching a sample of 425 students (Faculty of Economics, University of Valencia). Most of them have had previous experience with learning-by-doing methodologies and consider them much more useful than the traditional methodology. The aspects they value most highly in the agile methodology are team performance, interactivity and commitment. In addition, the students involved mainly value them as interesting, entertaining, useful and dynamic.
Resumen
El principal objetivo de este artículo es mostrar los resultados de un proyecto de innovación docente que propone el uso de metodologías ágiles, propias del ámbito empresarial, para adaptarlas a la docencia. Para ello, se aplica la técnica ágil Scrum, un método práctico y experiencial en el que aprender haciendo. Scrum facilita el desarrollo de habilidades importantes para el futuro laboral del estudiantado (trabajar bajo presión, adaptarse a nuevas situaciones, trabajar en equipo, comunicación o gestión de conflictos). De este modo, los objetivos específicos del proyecto son: 1. Diseñar las clases prácticas en base a Scrum. 2. Utilizar eficientemente tecnologías y recursos digitales. 3. Acercar el mundo universitario y el empresarial. 4. Medir la percepción del estudiantado universitario tras la aplicación del proyecto de innovación docente. Para analizar los resultados descriptivos se ha realizado una encuesta al estudiantado que ha participado en el proyecto, alcanzándose una muestra de 425 estudiantes de la Facultat d’Economia de la Universitat de València. La mayoría han tenido experiencias previas con metodologías de aprender haciendo y las consideran mucho más útiles que la metodología tradicional. Los aspectos que mejor valoran de la metodología ágil son el rendimiento del equipo, la interactividad y el compromiso. Además, el estudiantado implicado las valora principalmente como interesantes, entretenidas, útiles y dinámicas.
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