“Hands On”: incorporación de data sprints y digital methods en la docencia de marketing digital

This article compiles the experience accumulated over 9 years in the design and execution of data sprints within the framework of the Master’s Degree in Digital Communication and Marketing at the Universitat Autònoma de Barcelona. With more than 90 different projects behind them, these conferences have been a meeting point for professionals, academics and students, enabling the exchange of knowledge and the transfer of techniques between academic research methods and research applied to digital marketing. At the same time, the data sprint format facilitates practical knowledge and the acquisition of communication, organisational and problem-solving skills. The article presents three examples of projects to illustrate the activity carried out and discusses its impact based on a focus group with several participants, to point out the benefits of the experience as well as the difficulty of applying the format in the professional environment.