1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Influence of the perceived competences on the satisfaction with an international project of marketing learning in the European Higher Education Area Ana-MarĂa Argila-Irurita - aargila@ub.edu Francisco-Javier Arroyo-CaĂąada - fjarroyo@ub.edu
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
European Higher Education Area - UNESCO & Bologna scenario
• Students must acquire competences. Especially: multidisciplinary, teamwork and multiculturalism.
•
Incorporate ICTs to the teaching and learning.
•
The student must be the main player in the learning process.
•
Also, the university should encourage the international environment.
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Methodologies of the Marketing course Traditional methodology “Marketing plan�
Fictitious problem National context No contact with the client Local language Use of ICTs Local teams
IVCF project
Real problem International context Contact with the client English language Intensive use of ICTs International teams
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Key point of the success The IVCF project works with real companies of civil society who propose a real case to the students. Vueling Airlines Gran Teatre del Liceu de Barcelona Muziektheater Amsterdam Stedelijk Museum MACBA Brouwerij’t Ij Moritz La Caixa
Parc Zoològic de Barcelona DUWO Eurolines Amsterdam Economic Board Messika Paris 22@ Zuidas
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Kick off VIDEOCONFERENCING October 2014
Preliminar presentations AMSTERDAM November 2014
Final presentations BARCELONA December 2014
Working in Teams Supervision and feedbacks by senior consultants October-December 2014
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Research methodology To verify that followers of the IVCF methodology were most satisfied and acquired higher levels of competences we made a questionnaire to ask about the competences, satisfaction and other items. ANOVA analysis to test the hypotheses.
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Objectives, hypotheses and results
O1:
Verify that followers of IVCF methodology are more satisfied than followers of traditional methodology.
H1
ďƒź TRADITIONAL
The average of satisfaction of IVCF methodology followers
The average of satisfaction of traditional methodology followers
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Objectives, hypotheses and results
O2:
Verify that followers of IVCF methodology acquired higher levels of competences than followers of traditional methodology.
H2
ďƒź TRADITIONAL
The average of acquired competences of IVCF methodology followers
The average of acquired competences of traditional methodology followers
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Objectives, hypotheses and results
O2:
Obtain empirical evidence of the relationship between the acquisition of competences and the satisfaction with the project IVCF.
H3
The average of acquired competences of highly satisfied students
ďƒź The average of acquired competences of less satisfied students
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Conclusions and implications
•
This research confirm the relationship between the acquired competences and the satisfaction of the marketing students (IVCF).
•
The project IVCF connect with the UNESCO and Bologna perspectives in the context of high education.
•
The IVCF project is a teaching methodology to develop the necessary skills for marketing positions in the labor market.
•
The Universities and the marketing teachers should mind the results to incorporate similar methodologies in the study plans.
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Ana-MarĂa Argila-Irurita - aargila@ub.edu Francisco-Javier Arroyo-CaĂąada - fjarroyo@ub.edu
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
ANNEXES
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Goodness fit of the competences scales
Competences
Items KMO
Explained Cronbach's Variance Alpha
Capacity for analysis and synthesis
5
0,867
68,263
0,882
Oral and written communication skills
13
0,875
51,222
0,93
Capacity for teamwork
7
0,872
69,419
0,909
Intercultural sensitivity
5
0,769
61,94
0,839
>50%
>0,7
Fit scores:
>0,6
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Results
H1
TRADITIONAL
The average of satisfaction of IVCF evaluation followers
The average of satisfaction of traditional evaluation followers
ANOVA Group Satisfaction
Mean
TRADITIONAL 6,500 IVCF 7,700
Significance level: *<0,10
Standard deviation 1,00358 0,72876
sig F Hipothesis 0,051*
H1
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Results
H2
ď&#x192;ź TRADITIONAL
The average of acquired competences of IVCF evaluation followers
The average of acquired competences of traditional evaluation followers
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
H2
Results ANOVA Competences
Group
IVCF TRADITIONAL IVCF Oral and written 2. communication skills TRADITIONAL IVCF Capacity for 3. teamwork TRADITIONAL IVCF 4. Intercultural sensitivity TRADITIONAL 1.
Capacity for analysis and synthesis
Significance levels: *<0,05; ** <0,10
Mean
Standard deviation
5,46 4,94 5,66 5,11 5,79 5,19 5,82 5,15
,80909 ,60850 ,74460 ,53287 ,74321 ,87098 ,72787 ,85165
sig F
Hipothesis
0,073**
H2a
0,038*
H2b
0,030*
H2c
0,014*
H2d
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Results
The average of acquired competences of highly satisfied students
H3
ď&#x192;ź The average of acquired competences of less satisfied students
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
H3
Results ANOVA Competences 1.
Capacity for analysis and synthesis
2.
Oral and written communication skills
3. Capacity for teamwork
4. Intercultural sensitivity
Group
Mean
Standard deviation
Less satisfied Highly satisfied Less satisfied Highly satisfied Less satisfied Highly satisfied Less satisfied Highly satisfied
5,0333 5,7211 5,0705 5,9008 5,2381 6,0301 5,1833 5,7105
1,10151 0,63167 0,85309 0,55611 1,06092 0,57543 1,00348 0,72886
Significance levels: *<0,05; **<0,001
sig F
Hipothesis
0,009**
H1
0,000**
H2
0,002**
H5
0,052*
H8
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Competences
Ability to adapt oneself to the situations and exigencies to develop a professional work effectively (De Miguel, 2005).
Generics Generics
Specifics
1st HEIRRI Conference Teaching Responsible Research and Innovation at University Barcelona, March 2016
Satisfaction Emotional response based on observed differences between expectations and actual experience of customer when testing the product (Vavra, 2003).
Keeping in mind the competitive environment of the universities is vital to know the degree of satisfaction of the students, in the same way as the companies with theirs customers.