Innovation in the classroom as a university educational practice: Introducing technologies into traditional subjects in the I.C.O. degree program

Abstract

In 2015, the development of an innovative course called Community Management in social media was proposed, aimed at responding to the demands of the digital workplace and strengthening students' technological skills. This theoretical and practical course seeks to train professionals capable of managing brand communication and presence on social media, designing social media plans, and evaluating their impact on brand visibility and value. Over a five-month period, students acquired skills in the professional use of software for designing, planning, and analyzing digital strategies, achieving 100% satisfaction with the implementation results. Key achievements include the development of digital marketing strategies for companies in Biobío, collaboration with entrepreneurs, and job placement for graduates as community managers. A new specialty related to ICT was also created for commercial engineers. The main challenges were related to the availability of technological resources and the need to shift mindsets toward responsible and applied learning. Finally, the use of rubrics co-designed by academics and students fostered self-regulation, continuous improvement, and collaborative work, consolidating a participatory and employability-oriented educational model