The University of the Philippines Open University-Faculty of Management and Development Studies (UPOU-FMDS), as part of Project LAKBAY (Learning Actively through Knowledge-Based Appreciation for Youth), conducted a digital marketing training workshop at the UPOU Centennial Center for Digital Learning (CCDL) Auditorium last 7 February 2025. The event was attended by 19 Taiwanese and 4 Filipino Project LAKBAY fellows as well as community members from Barangay Maahas, Los Baños, Laguna.

Ms. Quimby Mari Genota, an experienced science editor and graphic artist, served as the resource person during the event. She introduced the participants to key digital marketing tools, trends, and best practices that will help them succeed in promoting products through different social media platforms.

The workshop covered key aspects of marketing, particularly digital marketing, starting with an understanding of the core concept, which is using digital platforms to connect with customers. Ms. Genota highlighted the importance of utilizing social media to reach a broader audience. She also emphasized the role of creating engaging, audience-focused content, including text, images, and videos, to drive sales and enhance customer engagement.

Participants also learned about the marketing funnel, which outlines the steps customers take from discovering a product to making a purchase. They were also guided on how to create effective marketing posts, including Facebook captions that clearly communicate product details, pricing, and delivery information.

Following her lecture on digital marketing tools and strategies, Ms. Genota led the participants in a practical group activity aimed at putting their newfound knowledge to the test. The goal of the activity was to create an engaging and effective social media post designed to attract customers and drive sales for a specific product.

The group activity emphasized the importance of clear and compelling content in a social media post. Participants were provided with a submission checklist to guide them in crafting a post that would resonate with potential customers. They were also given time to explain their outputs. Moreover, the activity also allowed them to apply digital marketing concepts in a real-world scenario, ensuring they understood how to create posts that not only engage their audience but also entice possible customers. 

By the end of the activity, the participants gained valuable skills in creating effective and engaging digital marketing contents that strengthen brand identity and drive action to effectively reach their target audience. 

This event also supports the following Sustainable Development Goals (SDGs): Quality Education (SDG 4) and Decent Work and Economic Growth (SDG 8).

Written by: Vanessa Autor • Edited by: Noreen Dianne S. Alazada & Larry N. Cruz

Sustainable Development Goals

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