P&g challenges: aprendizaje basado en proyectos green but failed

Abstract

Se presenta un modelo de trabajo basado en proyectos realizado en colaboración con la empresa Procter & Gamble. Los alumnos trabajaban sobre productos verdes que han fracasado en el mercado. Deben averiguar por qué ha ocurrido y qué se puede hacer. Se discuten las ventajas y desventajas de esta práctica y se proponen aplicaciones de este método de trabajo.

This communication describes a new strategy implemented in the context of the course Market Research. Thanks to an agreement with Procter and Gamble, students worked on a set of challenges provided by the firm. These challenges were green products that have failed in the market as they performed worse than expected and were withdrawn from shelves. Students had to identify why the products were low performers, identify a solution to redress the problem and test it by means of an experimental design. This approach to problem-based learning heightened their motivation, facilitated their learning of core competences, and provided them with an inroad into the relations with customers in the context of marketing research.