Using Social Innovation to Challenge our Students Knowledge

Author: Rossana D’Ornellas, Alumni MVDM

The Digital Transformation for Inclusive Business Development was a very rewarding experience. As students, it provided us with hands-on experience with digital marketing: we managed to launch an e-commerce from scratch, coordinate with different stakeholders, use best-known digital tools for artisans and small business owners and apply our learnings from the Master of Visual and Digital Media.

First, this project involved lots of coordination and collaborative spirit, we often met with the client, Ángela Escribano, an interior designer based in La Latina, Madrid, to create an e-commerce fitted to her business and her expectations. The experience of working closely with the client while conveying her vision to both marketing and web development team gave us invaluable insight about project management.

 Then, we had the opportunity to challenge our knowledge of many digital marketing tools such as: 

  • WordPress to conceptualize the website and publish articles to increase the relevance of the website on search engines.
  • Google Analytics and SEMrush to investigate which keywords were most effective to drive website traffic.
  • Google AdWords and Facebook Business Manager to create powerful campaigns with effective copy and/or visual formats.

Ultimately, we applied lessons from courses such as Branding, Graphic Design, Photography to design the brand-new identity for Ángela Escribano and create tailored content that could appeal to our target.

Finally, this project provided us with deep knowledge on how to optimize and create long-lasting results; An online shop development firm  and Professor Eduardo Pedreño, experts in digital marketing, supported us in every phase of the project with their expertise, to help us optimize the results of our campaigns. As a student, it was a way to improve our expertise of marketing tools, and an ideal opportunity to comprehend the best practices in the digital world. Thus, teamwork was a powerful way to learn from each other’s practices and the support from digital experts was a precious help to keep the big picture in mind in every phase of the project. This was a valuable experience to understand the value of good teamwork and of curiosity to always learn from our peers.

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