UC CBA Students Explore Video Marketing in “Light, Camera, Conversion” Seminar

By: Justine Mae Berceles Carino

Supporting Global Goals for Sustainable Development

The “Light, Camera, Conversion – From Theory to Practice” seminar aligns with the United Nations Sustainable Development Goals (SDGs):

SDG 4: Quality Education (Indicator 4.4.1 – Increase relevant skills for employment, decent jobs, and entrepreneurship) By equipping students with practical knowledge in digital marketing and video production.
SDG 8: Decent Work and Economic Growth (Indicator 8.6.1 – Promote youth employment and skills development) Through hands-on learning experiences that prepare students for the evolving digital workforce.
SDG 9: Industry, Innovation, and Infrastructure (Indicator 9.5.1 – Enhance research and innovation capacity) By introducing students to industry-standard tools and creative strategies in marketing.

Baguio City, Philippines — June 7, 2025

Bridging the gap between theory and practice, students from the University of the Cordilleras College of Business Administration (UC CBA) participated in an insightful seminar titled “Light, Camera, Conversion – From Theory to Practice”, held in Room S235 of the S Building. Organized by the Marketing Junior Executives (MJE), the session was designed for Marketing Management (MM) and Digital Marketing (DM) students eager to explore the dynamic world of video marketing and editing.

From Viewers to Creators: The Power of Video Marketing

The seminar featured Sir Yendell James V. Ortiz, MBA, a distinguished marketing expert known for his ability to simplify complex strategies. His keynote speech emphasized the transformative role of video marketing in today’s business landscape.

“The main purpose of this seminar is to highlight the importance of videos—how they attract people’s awareness, convert them into customers, and play a crucial role in marketing efforts and business growth,” shared Sir Ortiz.

Students were introduced to Adobe Premiere Pro, a leading video editing software used in the industry. While its technical aspects posed initial challenges, Sir Ortiz provided a comprehensive orientation, linking theoretical marketing strategies with visual storytelling techniques that drive audience engagement and conversion.

Challenges and Opportunities in Learning

Sir Ortiz acknowledged the hurdles students faced in mastering the software:

“This has been a fun experience. It’s my first time discussing video editing and video marketing, and I enjoyed it. However, I understand that some students found the platform overwhelming.”

Despite the challenges, the atmosphere remained positive. Students embraced the opportunity to develop skills vital for the digital economy. Sir Ortiz expressed hope for future improvements and funding to support hands-on training:

“I hope we can improve this aspect and secure funding to give you hands-on experience with these platforms, because they are essential, particularly in the workforce.”

He also hinted at expanding future sessions:

“Overall, this was fun, and I’d love to do it again on a larger scale with a bigger audience.”

A Message for Future Marketers

Beyond editing timelines and conversion metrics, Sir Ortiz left students with a powerful message:

“Just keep moving forward. We will continue learning as we navigate challenges, discover new things, and trust the process.”

As digital marketing continues to evolve, events like “Light, Camera, Conversion” play a crucial role in preparing students for success. With growing interest in media production and strategic communication, the seminar highlighted the undeniable influence of video content in shaping the future of marketing.

UCiansLead #DigitalMarketing #VideoMarketing #SDG4 #SDG8 #SDG9 #TatakUC #yesUCan