Projects and marketing to generate innovative learning and business processes

Abstract

The objective of this research is to develop innovative proposals through projects in the subject of marketing allowing to have two approaches, the first is linked to the practical learning of students and the second in generating innovative processes in the commercial system of business. The methodology used in this research is descriptive with a bibliographic, qualitative and quantitative approach, in this study 25 students of the Marketing subject of the Higher Technology in Administration career of the Instituto Superior Universitario Bolivariano de Tecnología participated, 6 teams worked and 6 businesses were selected, instruments such as the interview and the survey were used, which was applied to 1297 consumers and potential clients, satisfactory results were obtained for the businesses, In the results obtained at the educational level, students were able to apply theoretical and practical knowledge to contribute to the commercial development of the selected businesses. The methodology used is significant to contribute to the innovation and learning of students, allowing them to develop business strategies for the creation of products and/or services.