APPLICATION OF PROMOTIONAL MARKETING ACTIVITIES TO INDUSTRIAL DRAWING COURSES IN ENGINEERING GRAPHICS C. Martin-Doñate 1 , F. Lucena-Muñoz 1 , L. Garcia-Cabrera 1 , A. Mesa-Villar 2 1 University of Jaen (SPAIN) 2 Amenduni Ibérica (SPAIN) Abstract The learning of standards in industrial drawing courses is traditionally based on expository methodologies. This procedure is discouraging for engineering students who can’t link the knowledge of graphical standards with real industrial applications. In the field of mechanical engineering, concept design must be focused on the customer and his requirements. However, practical training activities in the field of technical drawing do seldom guide the student to obtain the best design solution according to the requirements of the customer, the one who will buy the product. With this objective, a set of innovation activities related to promotional marketing have been carried out to propose design solutions that add value to the extreme customer. The students of first course of industrial drawing, working by groups have to provide different solutions to an innovative design problem proposed by an industrial company. The CAD results and manufacturing drawings together with a promotional marketing plan have to be presented by the students to the company. The results of this innovation activities show an increase of the motivation in the students in front of the learning of the graphical standards, and an improvement in the teaching results. Keywords: Creativity, Design, Collaborative learning, Entrepreneurship. 1 INTRODUCTION The learning of standards in industrial drawing courses is traditionally based on expository methodologies. The use of this methodology allows the acquisition of theoretical knowledges preventing the development of practical skills required in the business field of graphic engineering. So as to improve student learning in the field of industrial design, teaching strategies centered on the student are required. These strategies have already been proposed by several authors [1] and are currently being implemented in the field of engineering. The results of these methodologies are highly effective in the field of learning industrial drawing, increasing the student motivation in areas as innovation, creativity and entrepreneurship. In this way it is possible to develop a framework for learning the standards of drawing developing skills related to collaborative learning and design. In the field of mechanical engineering, concept design must be focused on the customer and his requirements [2,3]. However, practical training activities in the field of technical drawing of the seldom guide the student to obtain the best design solution according to the requirements of the customer, the one who will buy the product [4,5]. This fact makes the student learns methodologies in graphic engineering far from those that he will have to use in his daily work as an engineer [6]. This fact makes necessary the use of a "transdisciplinary" teaching approach (beyond the disciplines) as a pedagogical strategy focused on the fulfilment of business-type requirements. The concept of "learning by doing" as an alternative to learning encourages the creation of business spaces in which university-industry collaboration allows student learning. The conceptualization and marketing of a design are of great importance in the growth of a company. The designer's contribution to the value of the product has been a topic of great interest for some time. Simultaneously, design is a key strategic activity in many companies, since new products contribute to the creation of a new product in substitution of an old one defining new competences in the market. Innovation is frequently incorporated into the design of new consumer goods that, in addition to including creative thinking, take into account all values for consumers. In order to improve the skills of the students of the first course of industrial drawing, they have been presented different solutions to an innovative design problem by an industrial company working in teams. The CAD results and manufacturing drawings together with a promotional marketing plan have been presented by each team to the company. The objective of these innovation activities has been to increase the motivation in the students in front of the learning of the graphical standards, as well as Proceedings of EDULEARN19 Conference 1st-3rd July 2019, Palma, Mallorca, Spain ISBN: 978-84-09-12031-4 4473