Comportamiento del consumidor e investigación de mercados: Diez años de una materia singular
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2022-11-16
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El presente artículo es ante todo una celebración por los primeros diez años del que arrancara como un proyecto personal, sin demasiadas expectativas, y se convirtiera en una materia consolidada: “Comportamiento del Consumidor e Investigación de Mercados” (Licenciatura en Administración – FCEyE – UNR). Comienza con una breve caracterización de la materia, tanto de sus contenidos como de la estrategia didáctica aplicada, justificando por qué podría considerarse una materia ‘singular’ dentro de la carrera, para luego pasar a exponer los resultados de una encuesta realizada a una muestra de 191 alumnos que han cursado la materia en estos primeros diez años. Los resultados muestran un alto nivel de satisfacción y afirman -especialmente las palabras espontáneas de los encuestados- esta singularidad, tanto por los contenidos, con un enfoque diferente al resto de la carrera, como por la estrategia didáctica implementada y, especialmente, por el clima de las clases, con el peculiar vínculo que se establece entre docente y alumnos.
This article is above all a celebration for the first ten years of which it started as a personal project, without too many expectations, and became a consolidated subject: "Consumer Behavior and Market Research" (Bachelor's Degree in Administration – FCEyE – UNR). It begins with a brief characterization of the subject, both of its contents and of the didactic strategy applied, justifying why it could be considered a ‘singular’ subject within the career, to then present the results of a survey to a sample of 191 students who have taken the subject in these first ten years. The results show a high level of satisfaction and affirm -especially the spontaneous words of the respondents- this singularity, both for the content, with a different approach to the rest of the career, and for the didactic strategy implemented and, especially, because of the climate of the classes, with the peculiar bond that is established between professor and students.
This article is above all a celebration for the first ten years of which it started as a personal project, without too many expectations, and became a consolidated subject: "Consumer Behavior and Market Research" (Bachelor's Degree in Administration – FCEyE – UNR). It begins with a brief characterization of the subject, both of its contents and of the didactic strategy applied, justifying why it could be considered a ‘singular’ subject within the career, to then present the results of a survey to a sample of 191 students who have taken the subject in these first ten years. The results show a high level of satisfaction and affirm -especially the spontaneous words of the respondents- this singularity, both for the content, with a different approach to the rest of the career, and for the didactic strategy implemented and, especially, because of the climate of the classes, with the peculiar bond that is established between professor and students.
Palabras clave
Alumnos, Estrategia Didáctica, Licenciatura en Administración, Materia Electiva, Satisfacción, Didactic Strategy, Elective Subject