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This research proposes the implementation of innovative marketing methodologies in the teaching of first-year students at the Regional University Center of San Miguelito (CRUSAM), with the aim of improving the motivation, significant learning, and professional preparation of future marketers. The study is based on the recognition that marketing is a discipline in constant evolution, so traditional methodologies are insufficient to respond to the demands of the current labor market. The lack of innovation in teaching methods generates disinterest, low development of practical skills and reduced employability among graduates. The research proposes a pedagogical model based on techniques such as project-based learning, gamification, and experiential learning, which seek to strengthen competencies such as creativity, innovation, critical thinking and teamwork. A quasi-experimental design will be used that will compare a control group (traditional teaching) and an experimental group (innovative teaching), evaluating the results through questionnaires, interviews, observation, and academic tests.The expected results aim to demonstrate that innovative methodologies increase motivation, improve academic performance and favor the acquisition of skills applicable to the professional environment, thus contributing to raise the educational quality and employability of CRUSAM students.
