| Grant number: | 14/06247-0 |
| Support type: | Research Grants - Visiting Researcher Grant - International |
| Duration: | May 04, 2014 - May 11, 2014 |
| Field of knowledge: | Applied Social Sciences - Communications - Public Relations and Propaganda |
| Principal researcher: | Raquel Cabral |
| Grantee: | Raquel Cabral |
| Visiting researcher: | Ana Maria Cortijo Sánchez |
| Visiting researcher institution: | Universidad de Sevilla (US), Spain |
| Home Institution: | Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil |
Abstract
The world has been changing. The current economic and social situation has affected not only the market but also the way society will face its problems and potentialities in the immediate or long-term future. The education or training in general is becoming the key to maintain a position of social and economic leadership in the world. This new model maintains that all have to contribute to create it and communication acquires special relevance in order to promote transparency, access to information and collaboration to experiment with talents and transmission of new values and messages. The research is linked with a project called "LA CLASSE DE LA CUENTA: CLASS MARKET" in partnership with the University of Seville (Spain) , which already has 19 editions & formative pioneer experience with students of Advertising and Public Relations degree course in the same university. In this challenge, students experience their first meeting with a real customer, without aiming for profit, organized in small agencies to offer a proposal for integrated communication. During this course, students follow a theoretical and practical process about the profession that will give them conditions to work in their future professional life and contribute to the construction of a new training model that implies a direct relationship between the students in the areas of Communication and Arts and the market. UNESP intends to consolidate this joint research as an investigative experience related to a teaching methodology that involves entrepreneurship, education, innovation and internationalization. It is noteworthy, especially, that it is an experience of internationalization of the research, as they are provided for sharing information and knowledge between institutions from the application of this methodology to undergraduate students of the Faculty of Architecture, Arts and Communication, taking into account socio-political, economic and cultural aspects of both countries. It is worth noting that this experience will provide learning and linguistic integration, which will also involve the acquisition of cultural baggage and complex vision of the reality of contemporary organizations. Undoubtedly, this partnership will be consolidated with the development of an integrated research that predicts the implementation of a new model of higher education that involves the direct relationship between students and the market, based on innovative teaching methodologies. In this sense, it aims: a) constitutes a point for reflection on the social function of the university, the quality of the training offered and the generation of entrepreneurship b) create an observatory that allows us to analyze the development of skills and abilities of our students, as well as experience the evolution of communication and the arts c) conduct by communication agencies experimental programs from the efforts and expertise of all those who attend the course (students, teachers, organizations, sponsors, professional and agencies), d) develop communication campaigns from intercultural approaches (Brazil and Spain), to reflect on the relationships suggested by the globalization of organizations, as proposed internationalization of teaching, research and extension, e) development of tools and online work platforms with features of distance learning (ODL). (AU)