Abstract

We analyze the 2014-2017 innovative direction of FYPs in the area of Marketing and Market Research in the UNED using a mixed methodology which is both qualitative (involvement-based observation) and quantitative (factorial, multivariate, cluster and regression analysis).

The TFGs analyzed present an innovative component which is in line with the average level of the Spanish industry as a whole (16% tackled marketing planning or research into products and services of medium and high intensity in R & D). Also, the segmentation of the sample into conglomerates has made it possible to distinguish homogeneous innovative directions for the equipment goods industries, agri-food, microelectronics and related industries, hospitality, health and social services and the textile sector.

When analyzing the variables which define academic quality, we emphasize that when the project presented obtains solid conclusions and has a clear practical application, a well presented TFG is then highlighted, including its presentation and drafting. Thus, the university tutors should boost the innovative direction of the proposals and make the FYP a teaching instrument for innovation in marketing matters.