(149) OUTDOOR ADVERTISING IN THE UNIVERSITY CLASSROOM: A METHODOLOGY OF INNOVATION THROUGH PRACTICE

摘要

The new teaching methodologies based on teaching-learning dictate the need to draw up projects thatenable students to acquire the competencies marked for its development. For this reason, work in theDegree of Advertising and Public Relations at the Universitat Jaume I of Castellon (UJI) is donedifferently with specific subjects. Indeed, this is the only university in Spain and Europe with anoptional subject matter on Outdoor Advertising, an advertising medium per se thanks to thecollaboration plan between this university and the Spanish Association of Outdoor AdvertisingCompanies (AEPE) that makes the UJI stand out from other universities.Based on this situation, we wish to review what the Bologna space represents in new degrees, andhow to apply this reality to the Outdoor Advertising subject matter, in which students, through practice,coordinate with today's world professionals, who cannot live and learn everything about a medium thatis adapting to changes in the environment and to the new technologies.With a seminar format and competition, the professional world has moved to classrooms, and theoryand practice come together as a whole to provide tools and skills to students, for their immediatefuture by bringing real cases and making them work in real time: Theory, practice, personal work andmentoring are interwoven to achieve the expected results.