La investigación formativa y la didáctica para la enseñanza y el aprendizaje del mercadeo.

Objective: to identify and describe the importance of formative research and didactics in strengthen the teaching-learning process of marketing as a subject in higher education. Methodology: a qualitative descriptive study was carried out. Data collection was done through a documentary review and the development of two information filters based on two criteria: text relevance based on the categories of analysis and the proportionality in the text distribution of such categories. Results: Marketing is currently taught in different ways, but there are primarily two ways: a) those placing the professor as an active party in the teaching process, and the student as a passive party who only receives information; and b) the approach to equity between teaching and learning, thus both the professor and the student become active parties in the process. Conclusions: marketing should be taught-learned by using information technologies and formative research in collaboration with an intention to simulate real situations provided by the current business sector. [ABSTRACT FROM AUTHOR]