Caso cátedra de comercio Universidad de la Rioja “Concurso #retolovisual en Instagram”

Abstract

Cátedra de Comercio of University of La Rioja supports and promotes research, knowledge, dissemination of results and training in retail. For these purposes, educational activities are designed to bring students closer and more aware of the importance of retail in local economy. In the context of COVID-19 pandemic, the difficulty of conducting group-guided tours to the cultural and retail event LOVISUAL 2020, encouraged us to design as a teaching activity the #RetoLOVISUAL an Instagram-based contest. This has involved the practical application of marketing content, the development of various soft skills and the creation of communication and promotion content for the event. Successful results of this teaching activity have been evidenced by the high and active participation of the students, the creativity of the content, the impact on the visibility and notoriety of the event and local businesses on Instagram.