International Seminars: Understanding the latest trends in economy
10 April, 2019
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Over 70 students of the Faculty of Arts and Communication Sciences of Universidad CEU San Pablo have taken part in the first Escape Room on communication and digital marketing. This innovative training program has taken place within the context of the I Interactive Seminar on Digital Communication.
Academic innovation for a forward-looking education
Mariché Navío, Professor of Universidad CEU San Pablo and founder of Communitools has been in charge of the presentation of this academic project. Therefore she has gone over the latest trends in the sector of journalism and digital marketing. In her speech she has highlighted the importance of the “stories” format to transmit contents and the significance of the search by voice. This last one will be essential, in her opinion, in the future communication strategies. Not without reason, estimates show that half the searches made next year will be by voice.
Carlos Lopezosa, Professor of the School of Management (UPF) has also participated. In his lecture “SEO semantic: optimization of digital contents in cybermedia” has analysed the changes in Google algorithms. The key is to offer the best possible result on the grounds of the search intention of users. Moreover, according to Lopezosa, knowing about SEO is an added value for any profile both when entering the labour market and when undertaking.
Learning about the latest trends in digital marketing through gamification
The Escape Room has consisted on a battery of tests; first, they have had to solve a crossword which has activated other challenges they had to accomplish to reach the heart of the consumer. They have participated in groups of four, learning about different concepts, techniques and tools for digital communication.
With this motivating and amusing technique they have become familiar with concepts as important as that of buyer persona or customer journey. They also had to use SEO and SEM tools, display marketing, analytics, etc.
This complete session has finished with a mindfulness and virtual reality training. The purpose was to teach them to focus their attention. They could also receive more information on the influence of new information and communication technologies in a workshop provided by Salvador Cobo, editor of the magazine Cul de Sac.
