Justine Mae Berceles Carino
Baguio City, June 7, 2025 — Bridging the gap between theory and practice, students from the University of the Cordilleras took part in an insightful seminar, 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 tailored for Marketing Management (MM) and Digital Marketing (DM) students eager to explore video marketing and editing.
The event featured Sir Yendell James V. Ortiz, MBA, a distinguished marketing expert whose ability to simplify complex strategies made him an ideal speaker for aspiring professionals. His keynote speech underscored the significance of integrating digital tools into marketing education, with a special focus on video production and its practical applications.
From Viewers to Creators: The Power of Video Marketing
The seminar emphasized the shift from passive consumption to active content creation. Sir Ortiz highlighted the transformative role of video marketing, stating, “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.”
Students were introduced to Adobe Premiere Pro; a leading video editing software used in the industry. While its technical aspects initially posed challenges, Sir Ortiz provided a comprehensive orientation, linking theoretical marketing strategies with the visual narratives that drive audience engagement and conversion.
Challenges and Opportunities in Learning
Despite the engaging discussions, Sir Ortiz recognized 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,” he admitted.
Still, the atmosphere remained positive. Many students embraced the challenge, fueled by the prospect of developing skills vital for the evolving digital landscape. Sir Ortiz expressed optimism, hoping for future improvements and funding opportunities that would allow 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 potential expansions for 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 the discussions on editing timelines and conversion metrics, Sir Ortiz left attendees with a powerful takeaway: “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 equipping students with the practical knowledge needed 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.
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