This study presents a pioneering methodology applied in the subject of Marketing Fundamentals for first-year students of the degree in Marketing and Digital Communication. The pedagogical proposal focuses on challenging students to revitalize a product with more than two decades on the market, incorporating IoT technology and attributes of Corporate Social Responsibility (CSR)

The implementation of the methodology involves the exhaustive use of the fundamental tools of marketing, as established in the renowned book by Philip Kotler. The students, divided into work groups, face the challenge of repositioning the product in the current market, taking advantage of the key principles of contemporary marketing.

Additionally, to enrich the learning experience, a competitive dimension is incorporated. The groups must also relaunch products from other companies in the same sector, thus fostering a simulated competition among them, as if it were the real market. This approach not only reinforces the acquired knowledge, but also promotes the practical application of marketing strategies in a simulated business environment.

This study will explore the effectiveness of this methodology, assessing the impact on the development of analytical, creative and strategic skills of the students. The results obtained in the individual relaunches and in the competition between groups will be analyzed, seeking to identify the lessons learned and the opportunities for improvement. The proposal not only seeks to convey theoretical knowledge, but also to cultivate practical skills essential for success in the dynamic field of marketing and digital communication.

Keywords: Active learning, co-assessment, self-assessment, case-study-based learning.