Assessment through pretest and post-test of project-based learning on the advertising creative process in a university class

Abstract

Introduction: One of the dimensions of learning evaluation is to analyze the object, that is, what must be learned in a course or in a specific subject. Under this approach, the aim is to study whether the factors involved in the advertising creative process have been assimilated fot the students during an academic semester. Methodology: The students of the Degree in Advertising and Public Relations during the 2021-2022 academic year underwent an active teaching methodology in a subject in the area of advertising creativity and through a pretest and posttest study they self-assessed their creative abilities at the beginning and at the end of the semester. Results: Data has been obtained on their perception of their learning in this teaching area once the project-based learning methodology has been implemented. In most of the factors studied, a clear ascending learning curve has been seen and the results also show which factors teaching should influence to improve creative skills with a lower learning rate. Conclusions: It has been demonstrated that the teaching methodology designed and used for learning the creative advertising process is valid from the point of view of student perception.