uab, faculty of communication sciences, department of audiovisual communication and advertising
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Learning Achievement in Creativity and Design Subjects according to Professional Profiles (2006) European Transfer Credit System (ECTS) Methodology in the Degree of “Advertising and Public Relations” in Catalonia (Spain). - PowerPoint PPT PresentationTRANSCRIPT
Propuesta de una metodología docente para aprender diseño gráfico en el marco del Espacio
Europeo de Educación Superior*
Daniel Tena, David Roca, Jordi Fernández
UAB, Departamento de Comunicación Audiovisual y de Publicidad, Facultad de Ciencias de la Comunicación
achievement evaluation of competences for subjects using the ECTS methodology regarding the professional profiles in
advertising.
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
Learning Achievement in Creativity and Design Subjects according to Professional Profiles (2006)
European Transfer Credit System (ECTS) Methodology in the Degree of “Advertising and Public Relations” in Catalonia (Spain)
Propuesta de una metodología docente para aprender diseño gráfico en el marco del Espacio
Europeo de Educación Superior*
Daniel Tena, David Roca, Jordi Fernández
UAB, Departamento de Comunicación Audiovisual y de Publicidad, Facultad de Ciencias de la Comunicación
achievement evaluation of competences for subjects using the ECTS methodology regarding the professional profiles in
advertising.
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
Daniel Tena, David Roca, Jordi Fernández
Objectives To establish a monitoring control for assuring the learning processes according the Bologna criteria in teaching quality.
These objectives should be developed and applied during the teaching process of the subjects on study.
The project design considers future applications in subjects of Advertising degree, focusing on the achievements of professional competences and skills.
Propuesta de una metodología docente para aprender diseño gráfico en el marco del Espacio
Europeo de Educación Superior*
Daniel Tena, David Roca, Jordi Fernández
UAB, Departamento de Comunicación Audiovisual y de Publicidad, Facultad de Ciencias de la Comunicación
achievement evaluation of competences for subjects using the ECTS methodology regarding the professional profiles in
advertising.
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
5 Professional
Profiles in Advertising
1. Account Manager in Advertising and Public relations
2. Planner and Consultant in Commercial Communication and Public Relations
3. Consumer and Market Researcher
4. Media Planner
5. Creative, Designer and Production Manager
Propuesta de una metodología docente para aprender diseño gráfico en el marco del Espacio
Europeo de Educación Superior*
Daniel Tena, David Roca, Jordi Fernández
UAB, Departamento de Comunicación Audiovisual y de Publicidad, Facultad de Ciencias de la Comunicación
achievement evaluation of competences for subjects using the ECTS methodology regarding the professional profiles in
advertising.
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
The specific competence of study
Profile: Creative, Designer and Production Manager
SubjectIntroduction to Creativity in Advertising
IndicatorDevelop the productive thinking with originality, flexibility and fluency
SubjectPrint Design, Visual Composition and Technology
IndicatorDevelop ideas and concepts throughout visual and sound forms
artistic and creativity competence
Propuesta de una metodología docente para aprender diseño gráfico en el marco del Espacio
Europeo de Educación Superior*
Daniel Tena, David Roca, Jordi Fernández
UAB, Departamento de Comunicación Audiovisual y de Publicidad, Facultad de Ciencias de la Comunicación
achievement evaluation of competences for subjects using the ECTS methodology regarding the professional profiles in
advertising.
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
Teaching PotentialDependent Variable of teaching processes
This measurement permits to observe progressive accomplishment in the all-round education of competences, reciprocally depending on the students’ activities as well as on the methodology employed.
Its instrument should provide some values, which analysis measures the student’s learning performance level.
T1Initial Test
Results 0 of indicators
T2Final Test
Results 1 of indicators
Teaching Potential
Observed performance between the results of both tests
Propuesta de una metodología docente para aprender diseño gráfico en el marco del Espacio
Europeo de Educación Superior*
Daniel Tena, David Roca, Jordi Fernández
UAB, Departamento de Comunicación Audiovisual y de Publicidad, Facultad de Ciencias de la Comunicación
achievement evaluation of competences for subjects using the ECTS methodology regarding the professional profiles in
advertising.
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
Methodology Hypothesis The subjects that use ECTS methodology
increase academic performance in competences achieving more, in comparison with the previous teaching methodology.
Variables Both teaching methodologies, indicator results
for the studied competencies and conditional variables.
Sample University students in 1st year of Advertising
and Public Relations degree inside the Pilot Program with ECTS methodology.
Control groups University students of the same subjects in
creativity and design with non-ECTS methodology (subjects had to maintain round 80% of coincidence).
Propuesta de una metodología docente para aprender diseño gráfico en el marco del Espacio
Europeo de Educación Superior*
Daniel Tena, David Roca, Jordi Fernández
UAB, Departamento de Comunicación Audiovisual y de Publicidad, Facultad de Ciencias de la Comunicación
achievement evaluation of competences for subjects using the ECTS methodology regarding the professional profiles in
advertising.
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
Print Design, Visual Composition and Technology
Indicator
Develop ideas and concepts throughout visual and sound forms
Propuesta de una metodología docente para aprender diseño gráfico en el marco del Espacio
Europeo de Educación Superior*
Daniel Tena, David Roca, Jordi Fernández
UAB, Departamento de Comunicación Audiovisual y de Publicidad, Facultad de Ciencias de la Comunicación
achievement evaluation of competences for subjects using the ECTS methodology regarding the professional profiles in
advertising.
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
Print Design, Visual Composition and Technology
Results
The non significant differences between the teaching potential averages between the three groups under study show that the null hypothesis can not be refuted on the teaching potential equality between both methodologies with this design indicator.
Anyway, the experimental group’s two tests good results suggest the achievement degree tendency on the indicator, maintaining a good rhythm in the initial and final records.
Design Test - Visual ElementsEXPERIMENTAL Group
1.30
2.26
2.00
1.41
2.81
2.04
0,00
0,50
1,00
1,50
2,00
2,50
3,00
Medida Alignment Composition
Initial Test Final Test
Design Test - Visual Elements
Control Gruop - 1
1.29
2.22
1.44
1.63
2.39
1.41
0,00
0,50
1,00
1,50
2,00
2,50
3,00
Typography Alignment Composition
Initial Test Final Test
Design Test - Visual Elements
Control Group - 2
0.93
1.621.52
1.34
2.52
1.62
0,00
0,50
1,00
1,50
2,00
2,50
3,00
Typography Alignment Composition
Initial Test Final Test
Propuesta de una metodología docente para aprender diseño gráfico en el marco del Espacio
Europeo de Educación Superior*
Daniel Tena, David Roca, Jordi Fernández
UAB, Departamento de Comunicación Audiovisual y de Publicidad, Facultad de Ciencias de la Comunicación
achievement evaluation of competences for subjects using the ECTS methodology regarding the professional profiles in
advertising.
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
Introduction to Creativity in Advertising
Indicator
Develop the productive thinking with originality, flexibility and fluency.
Propuesta de una metodología docente para aprender diseño gráfico en el marco del Espacio
Europeo de Educación Superior*
Daniel Tena, David Roca, Jordi Fernández
UAB, Departamento de Comunicación Audiovisual y de Publicidad, Facultad de Ciencias de la Comunicación
achievement evaluation of competences for subjects using the ECTS methodology regarding the professional profiles in
advertising.
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
Results
The experimental group progress performance (M=169.35) was considerably superior to the results the control group obtained (M=63). Therefore, a significant difference was found in the teaching Potential between the two teaching methodologies (t(52)=5,14, p<,000)
The ECTS methodology group progressed at a 2.31 coefficient average, while the control group remained at a 1.67 level. This represents that with the ECTS methodology the ideas production test results have doubled, at least, the control group results.
Inficador: fluïdesa - grup ECTS
1732
4456
6984
97
112
127
41
86
120
153
183
216
241
268
292
0
50
100
150
200
250
300
5 10 15 20 25 30 35 40 45Temps (minuts)
ide
es
Test Inicial - grup ECTS Test Final - grup ECTS
Inficador: fluïdesa - grup de control
1830
44
5971
91
112
131
146
28
54
79
106
123
152
173
192
207
0
50
100
150
200
250
300
5 10 15 20 25 30 35 40 45
Temps (minuts)
ide
es
Test Inicial - grup de control Test Final - grup de control
Introduction to Creativity in Advertising
Propuesta de una metodología docente para aprender diseño gráfico en el marco del Espacio
Europeo de Educación Superior*
Daniel Tena, David Roca, Jordi Fernández
UAB, Departamento de Comunicación Audiovisual y de Publicidad, Facultad de Ciencias de la Comunicación
achievement evaluation of competences for subjects using the ECTS methodology regarding the professional profiles in
advertising.
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
Conclusions 1. First, the obtained results enable us to determine that the Bologna methodology application proves to have a greater teaching potential in one of the analysed subjects, “Introduction to Creativity in Advertising”, and that also identifies the student’s character that profit more from learning. In the other subject, the results are still not conclusive, although the good results’ rhythm shown at the beginning is observed and maintained.
2. Second, the analysed results enable to think the Bologna methodology use does not imply any retrocession in teaching terms. The research, thus, quantifies at what degree the learning performance is established with the teaching activities in the new methodology, expressed in this value of teaching potential.
INTEREST Finally, this Pilot Program degree subjects indicators and competence accomplishment analysis represents a protocol example to apply to other degree’s subjects. The detailed observation of the competence indicators prove that they are useful for measuring and guaranteeing the well conducted Bologna teaching methodology application quality level.
Propuesta de una metodología docente para aprender diseño gráfico en el marco del Espacio
Europeo de Educación Superior*
Daniel Tena, David Roca, Jordi Fernández
UAB, Departamento de Comunicación Audiovisual y de Publicidad, Facultad de Ciencias de la Comunicación
achievement evaluation of competences for subjects using the ECTS methodology regarding the professional profiles in
advertising.
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising
Learning Achievement in Creativity and Design Subjects according to Professional Profiles (2006)
European Transfer Credit System (ECTS) Methodology in the Degree of “Advertising and Public Relations” in Catalonia (Spain)
UAB, Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising