CONECTANDO SOLIDARIDAD E INNOVACIÓN: ENSEÑANDO CON PROPÓSITO E IA

Abstract

The teaching experience presented is part of an Emerging Educational Innovation Project (PIEE) aimed at students enrolled in the bachelor’s degree in business administration at the Faculty of Economics of the University of Valencia. This project specifically targets those taking the courses Consumer Behavior and Marketing Communication. The main objective is for students to design social marketing strategies to foster advertising engagement and/or increase donations and volunteer participation, while analyzing the motivations and behavior of individuals who collaborate with an NGO. In this context, special emphasis is placed on the techniques used to drive changes in attitudes, motivation, and perception within the defined target segments. The actions carried out by the selected NGO are linked to specific Sustainable Development Goals (SDGs), and the project also seeks to incorporate innovative methodologies, such as the use of artificial intelligence and project-based learning.