Marketing Teacher (Sep'14 - Present)
Company
Period: September 2014 - present
Sector: Higher Education
Department: School of Public Relations
Position: Marketing Professor in the Consumer Technology Sector and Instructor of the "360º Campaigns" Course
Description
In 2014, I had the opportunity to collaborate with the School of Public Relations at the University of Barcelona.
Teaching students was an experience that greatly motivated me, so despite the effort it would require, I decided to seize the opportunity and combine teaching with my work.
To begin, I had to prepare the course application, detailing the course content, assessment methods, etc. Once ready, it was submitted to the Ministry of Education and Culture and the School Council for approval.
After receiving confirmation, the course became part of the school’s elective offerings. Fortunately, the course content and description attracted student interest, and with enough students enrolled, I received confirmation of the dates to teach the course. The publication on their website is available here: www.esrp.net/index.php/elgrau/itinerari-curricular/itinerari-tallers/172-pla-docents-reduits/1693-campanyes-36-reduit
I was also included in the faculty of the school: www.esrp.net/index.php/sistema-pq/politicaiobjectius-3/dadesdelensenyament-indicadors/175-perfil-col-laboradors/1748-sr-ignacio-lucena
The Course
I decided to structure the classes in a practical way, using hands-on exercises to teach the material. To do this, I developed marketing cases that covered the key points I wanted to address in the course, drawing on my experience at IESE to apply my own "case method."
The most challenging part was conducting the research to develop these cases and organizing them to stimulate classroom discussions that led to the conclusions I needed to show. Once the case was discussed and “solved,” I reinforced the learning with a theoretical session covering the insights from the case. Some of the cases that worked particularly well included:
- 2_Cas_Consumidor_Llançament del Renault Clio.pdf
- 4_Cas Creativitat i Consumidor_WiiU Èxit o fracàs.pdf
- 7_Cas_Mitjans_Campofrío.pdf
To make the course more engaging for students, I invited three industry professionals I knew to deliver masterclasses on their sectors on different days of the course. These sessions were highly successful and contributed to the positive reception of the course.
Student Feedback
I received a score of 8.9, with very positive comments about the methodology I used and the syllabus presented. The evaluation report can be found in the attached links:
- Puntuaciones.pdf
- Valoraciones.pdf
I believe this experience has been very rewarding. Despite the effort of combining it with work and dedicating vacations and weekends to preparing the material, I feel satisfied for having met my objectives. Both the students and the school were very pleased, and I am eager to repeat the experience in the next academic year.
2_Cas_Consumidor_Llançament del Renault Clio.pdf
4_Cas Creativitat i Consumidor_WiiU Èxit o fracàs.pdf
Para dotar el curso de mayor atractivo para los alumnos, solicité la colaboración de tres profesionales conocidos míos quienes dieron una masterclass acerca de sus sectores en diferentes días del curso. Estas sesiones salieron francamente bien y también ayudó a que el curso fuera un éxito y fuera excelentemente valorado por los alumnos.
Valoración de los Alumnos
Obtuve una valoración de 8.9 puntos, con comentarios muy positivos acerca de la metodología que utilicé y el temario presentado. En los links adjuntos se puede comprobar el informe de valoración:
Creo que la experiencia ha sido muy gratificante y, pese al esfuerzo que ha supuesto el combinarlo con el trabajo y dedicarle vacaciones y fines de semana a preparar el material, me llevo la satisfacción de haber cumplido como me lo había marcado. Los alumnos y la escuela han quedado muy satisfechos y yo con ganas de repetir el próximo curso.
