The purpose of this paper is to know the actual situation of the educational research by using the ICT (Information and Communication Technologies) at the Unidad Académica de Contaduría y Administración from the Universidad Autónoma de Nayarit (UACyA-UAN) to answer the question ¿Why do UACyA-UAN teachers who do not teach the Research Methodology subject move away from educational research, ceasing to promote the use of ICT and therefore do not transfer this culture to their students? by looking after its use and application in teaching as well as its transfer to students. This investigation uses a mixed methodology, a survey of 83 teachers, and individual interviews with four candidates. The result shows that it is necessary to promote research and technology skills in the teachers to archive the student’s interest. It’s concluded that the relationship between ICT and research is vital in modern education and that the lack of teaching development in digital skills for information management causes their withdrawal from these activities, assuming that it corresponds to holders of Research Methodology to carry them out.
Education 4.0 requires human resources that are proactive, critical and linked to society at local, state, national and international levels. In view of this need for change, the present work has as its objective demonstrate relevance of an integrative project as a pedagogical strategy in teaching-learning, for the appropriation of knowledge, as well as for the development of transversal skills in higher education students, through the collaboration of three learning units belonging to the Marketing Degree of the Academic Unit of Accounting and Administration (UACyA) of the Autonomous University of Nayarit (UAN). Therefore, it is based on documentary research with a qualitative approach, exploratory and descriptive scope, a field research was also carried out with the M5-1 group, with the collaboration of their teachers, obtaining as a result marketing prospects for the companies that accepted the intervention. It concludes with the theoretical foundation in relation to the benefit and the impulse given by this practice in favor of the development of talents in university education.
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