The Use of Technological Resources in the Learning Process of Advertising and Public Relations Studies from the ITE-AP Methodological Approach

Abstract

Overcrowded classrooms, an increase in student heterogeneity, a reduction in direct public funding to higher education, the introduction of measurable quality standards, the present transformation of the formative process (focused on learning), online teaching, the concept of lifelong learning and the use of new technologies in the teaching-learning process are just some of the most relevant changes taking place lately in the context of the EHEA (European Higher Education Area). To succeed in these changes and challenges, university teachers must be involved in a pro-active way. The widening of traditional classroom tasks means teaching professionals must be prepared for the new demands such as student tutoring and advising, collaborative work within teaching teams, supervision of online work and design and elaboration of online materials. A university teacher network has been operating in the field of Advertising and Public Relations for both the University of Alicante (Alicante) and the University of Jaume I (Castellón) since 2010. This paper presents a research showing the use of technological resources as an added value for the learning process in the new EHEA context within the field of communication studies in higher education. Each of the members of ITE-AP (Technology Integration Group) has worked in the creation of digital and audiovisual materials which undoubtedly helped improve their teaching practice.