Abstract
This paper presents the first exploratory results of a research integrated in a more global project on digital and entrepreneurial skills of students at the University ***. The study reveals gaps in professional skills such as problem solving, strategic thinking and creativity. For this reason, a pedagogical pro-ject is created integrating the use of social media in training (entrepreneur-ship), research (knowledge management) and university transfer. The aim is to develop skills in digital talent, (techno)creativity and to implement work methodologies, such as design thinking and growth hacking. In addition, it will encourage self-learning of the students, improve their e-competences, creative capacity and practical skills for a better adaptation to the needs of social demand, where knowledge transfer generates development and growth scenarios (startup) and fosters innovation (competitive capacity). This inno-vative initiative will enable Higher Education students to acquire the most demanded skills in a multidisciplinary labour market that also requires spe-cific ones in creativity, strategic capacity, project management, product in-novation, solution generation and entrepreneurship. This is what forms the basis of an integral project of triangular synergy between University, Busi-ness and Society.
Highlights
This study is framed within the field of research and teaching innovation in Higher Education centres
This study contributes to the literature with the analysis of university students' perception of certain specific skills and knowledge related to creativity, innovation, entrepreneurship and the use of social networks
The research was carried out on the sample of students of the University Europea del Atlántico who in the last two or three years took at least one of the subjects that have a creative focus. For this analysis the survey was applied, through which a sample of 162 students enrolled in different academic degrees of the University was formed. This analysis shows that all students, even those taking the degrees most closely related to creativity, such as Advertising or Audiovisual Communication, lack knowledge of specific terms such as design thinking, technocreativity or growth hacking
Summary
This study is framed within the field of research and teaching innovation in Higher Education centres. It is linked to professional activity and the acquisition of skills in a work environment globalised by social networks Skills such as technocreativity, project management, problem solving, design thinking and growth hacking become an added value in the professional world in order to develop, promote and apply business management initiatives in this global, competitive and technological context, where the impulse of the digital environment and the new market needs have led to a transformation towards a new multidisciplinary techno-professional profile. Project management, problem solving, design thinking and growth hacking become an added value in the professional world in order to develop, promote and apply business management initiatives in this global, competitive and technological context, where the impulse of the digital environment and the new market needs have led to a transformation towards a new multidisciplinary techno-professional profile In view of this reality, the quality of higher education must adapt academic programmes to the ICT Competence Framework. Technology influences creativity through different factors, generating higher motivation and interest of the students and an increased interaction for knowledge exchange [3]
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