MQD ECTS 2006

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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)
UAB, Faculty of Communication Sciences,
Department of Audiovisual Communication and
Advertising
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• 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.

Objectives
Daniel Tena, David Roca, Jordi Fernández
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• 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

5 Professional Profiles in Advertising
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• Profile Creative, Designer and Production
  Manager

The specific competence of study
artistic and creativity competence
Subject Introduction to Creativity in Advertising
Indicator Develop the productive thinking with
originality, flexibility and fluency
Subject Print Design, Visual Composition and
Technology Indicator Develop ideas and concepts
throughout visual and sound forms
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• Dependent 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 students learning
  performance level.

Teaching Potential
T1 Initial Test Results 0 of indicators
T2 Final Test Results 1 of indicators
Teaching Potential Observed performance between
the results of both tests
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• 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).

Methodology
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• Indicator
• Develop ideas and concepts throughout visual and
  sound forms

Print Design, Visual Composition and Technology
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• 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 groups two tests good
  results suggest the achievement degree tendency
  on the indicator, maintaining a good rhythm in
  the initial and final records.

Print Design, Visual Composition and Technology
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• Indicator
• Develop the productive thinking with
  originality, flexibility and fluency.

Introduction to Creativity in Advertising
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• Results
• The experimental group progress performance
  (M169.35) was considerably superior to the
  results the control group obtained (M63).
  Therefore, a significant difference was found in
  the teaching Potential between the two teaching
  methodologies (t(52)5,14, plt,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.

Introduction to Creativity in Advertising
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• 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 students 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
  degrees 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.

Conclusions
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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)
UAB, Faculty of Communication Sciences,
Department of Audiovisual Communication and
Advertising gr.publicitat_at_uab.es