DEVELOPMENT OF TEACHING METHODOLOGIES BASED ON THE LEARNING STYLES MODEL

This paper presents an educational innovation experience based on the creation of advertising campaigns by students on a subject previously established by the teacher. The experience has been carried out in the subject Art Direction and Advertising Production, given in the 3rd year of the official degree in Communication and Public Relations during the first semester of the 2017-2018 academic year, in the Valencia campus of ESIC Business & Marketing School. The objective of this project is to promote the autonomous and continuous learning of students, increase their active participation and collaborative work in the classroom, as well as link them to the professional realities of their environment. The process has been articulated from the Learning Styles Model of Felder-Silverman FSLSM (1988, 2002), organized in 4 dimensions and 2 opposite styles for each dimension: perception (sensory-intuitive), input (visual-verbal), processing (active-reflexive) and comprehension (sequentialglobal). For this, the questionnaire on the Learning Styles Index (ILS) proposed by Felder and Soloman (1991) has been used. Based on the results obtained, a sequence of teaching actions has been proposed that integrates the preferences of the students' cognitive profile according to the FSLSM. In addition, this project also considers the demands of the current educational context stipulated in the Framework Document of the EHEA. The quantitative analysis of the experience reveals a high acceptance among the students.