Diseño de una propuesta metodológica basada en el Aprendizaje Basado en Proyectos para el fortalecimiento de las competencias profesionales en estudiantes de la carrera de Marketing en el Instituto Superior Tecnológico Bolívar, en la ciudad de Ambato, durante el periodo académico octubre 2025-febrero 2026

Abstract

Abstract: The present degree project aims to design and analyze a methodological proposal based on Project-Based Learning to strengthen the professional competencies of students in the Marketing program at Instituto Superior Tecnológico Bolívar during the academic period October 2025 February 2026. The research was developed using an applied and descriptive approach, employing analytical-documentary, descriptive, and analytical-synthetic methods that allowed the examination of the educational context and the training needs of the students. For data collection, surveys, semi-structured interviews, and classroom observation were used, which made it possible to identify weaknesses in competencies such as collaborative work, creativity, decision making, problem solving, and autonomous learning. Based on the diagnosis obtained, a methodological proposal based on projects was designed and focused on the development of an institutional digital catalog that integrates theory and practice. The results show that this pedagogical strategy contributes to strengthening professional competencies and improving teaching-learning processes in technical higher education within the current educational context and promotes practical training relevant to the professional field of marketing.