Proposed methodology for teaching and creating corporate identity through PBL and Scrum

Abstract

This research focuses on the teaching and learning of corporate identity design through the integration of Project-Based Learning (PBL) and the agile Scrum methodology. Its main objective is to explore how these methodologies can be practically applied in both educational and professional contexts within graphic design. The study aims to identify the Scrum process, its usefulness in the workplace, and to propose a teaching methodology that combines PBL and Scrum for identity design classes. Additionally, it analyzes students’ perceptions of their learning. The study was conducted in a Corporate Identity class within the Bachelor's Degree in Graphic Design at a public university in Monterrey, Nuevo León, Mexico. A mixed-methods approach was used, incorporating action research in the classroom, including a literature review, project development based on the mentioned methodologies, and the application of two surveys—one at the beginning and one at the end of the project—to assess students’ learning perceptions. The results show that combining PBL and Scrum allowed students to work in more realistic contexts, achieving meaningful learning. They also improved their organization and understanding of project management, producing functional corporate identity proposals. The research concludes with a methodological proposal applicable in the classroom to strengthen professional training in graphic design.