Influence of the perceived competences on the satisfaction

Influence of the perceived competences

on the satisfaction with an international

project of marketing learning in the

European Higher Education Area

Ana-María Argila-Irurita - [email protected]

Francisco-Javier Arroyo-Cañada - [email protected]

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, teamworkand 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.




Methodologies of the Marketing course

Traditional methodology“Marketing plan”

IVCF project

Fictitious problemNational contextNo contact with the clientLocal languageUse of ICTsLocal teams

Real problemInternational contextContact with the clientEnglish languageIntensive use of ICTsInternational teams




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

Kick off VIDEOCONFERENCING

October 2014

Final presentations BARCELONA

December 2014

Preliminar presentationsAMSTERDAM

November 2014

Working in Teams

Supervision and feedbacks by senior consultants

October-December 2014







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.




Objectives, hypotheses and results

The average of satisfaction of

IVCF methodology followers

The average of satisfaction of

traditional methodology followers




TRADITIONAL

H1

O1: Verify that followers of IVCF methodology are more satisfied than

followers of traditional methodology.


The average of acquired competences of

IVCF methodology followers


traditional methodology followers




TRADITIONAL

H2

O2: Verify that followers of IVCF methodology acquired higher levels of

competences than followers of traditional methodology.

The average of acquired competences ofhighly satisfied

students


less satisfiedstudents




H3


O2: Obtain empirical evidence of the relationship between the acquisition of

competences and the satisfaction with the project IVCF.

Conclusions and implications

• This research confirm the relationship between the acquired competencesand the satisfaction of the marketing students (IVCF).

• The project IVCF connect with the UNESCO and Bologna perspectives in thecontext of high education.

• The IVCF project is a teaching methodology to develop the necessary skillsfor marketing positions in the labor market.

• The Universities and the marketing teachers should mind the results toincorporate similar methodologies in the study plans.







Ana-María Argila-Irurita - [email protected]

Francisco-Javier Arroyo-Cañada - [email protected]

ANNEXES




Goodness fit of the competences scales

Competences Items KMOExplained

Variance

Cronbach's

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

Fit scores: >0,6 >50% >0,7




Results

The average of satisfaction ofIVCF evaluation followers

The average of satisfaction of traditional evaluation followers




TRADITIONAL

H1

Group MeanStandard

deviationsig F Hipothesis

SatisfactionTRADITIONAL 6,500 1,00358

0,051* H1IVCF 7,700 0,72876

Significance level: *<0,10

ANOVA

Results

The average of acquired competences ofIVCF evaluation

followers


traditional evaluation followers




TRADITIONAL

H2

ANOVA




Competences Group MeanStandard


1.Capacity for analysis

and synthesis

IVCF 5,46 ,809090,073** H2a

TRADITIONAL 4,94 ,60850

2.Oral and written

communication skills

IVCF 5,66 ,744600,038* H2b


3.Capacity for

teamwork

IVCF 5,79 ,743210,030* H2c


4. Intercultural sensitivityIVCF 5,82 ,72787

0,014* H2dTRADITIONAL 5,15 ,85165

Significance levels: *<0,05; ** <0,10

Results H2

Results

The average of acquired competences ofhighly satisfied

students


less satisfiedstudents




H3

ANOVA




Competences Group MeanStandard


1.Capacity for analysis and

synthesis

Less satisfied 5,0333 1,101510,009** H1

Highly satisfied 5,7211 0,63167

2.Oral and written

communication skills

Less satisfied 5,0705 0,853090,000** H2

Highly satisfied 5,9008 0,55611

3. Capacity for teamworkLess satisfied 5,2381 1,06092

0,002** H5Highly satisfied 6,0301 0,57543

4. Intercultural sensitivityLess satisfied 5,1833 1,00348

0,052* H8Highly satisfied 5,7105 0,72886

Significance levels: *<0,05; **<0,001

Results H3




GenericsGenerics Specifics

Competences

Ability to adapt oneself to the situations and exigencies to develop a professionalwork effectively (De Miguel, 2005).

Satisfaction

Emotional response based on observed differences between expectations andactual experience of customer when testing the product (Vavra, 2003).

Keeping in mind the competitive environment of the universities is vital to knowthe degree of satisfaction of the students, in the same way as the companieswith theirs customers.




Documents

Influence of the perceived competences on the satisfaction