From chaos to clarity — and straight to growth!
The University of the Philippines Institute for Small-Scale Industries (UP ISSI) held a special hybrid webinar on November 20, 2025, titled “From Chaos to Clarity: Rethinking Digital Marketing for Growth.” The event, conducted in partnership with Incognitus Philippines, was part of UP ISSI’s flagship advocacy program Communities of Practice for Entrepreneurship (COPE).
The webinar was hosted by two interns from the Training and Entrepreneurship Education Division (TEED), Yue Inserto and Elisha Vita of the UP Integrated School. Participants from both the face-to-face and online set-ups actively engaged in the free session offered by UP ISSI. Ms. Tanya G. Ruiz, Chief Experience Officer, and Mr. Rafael G. Santos, Chief Technology Officer at Incognitus Philippines, served as the invited speakers who shared their experience and insights in digital marketing.
Their talk highlighted the importance of organizing data and analytics, as well as effectively using and maximizing digital platforms as smarter tools for marketing. They emphasized that tracking a company’s analytics and integrating the data into marketing efforts can significantly improve the effectiveness of an overall marketing strategy. Ms. Tanya and Mr. Rafael also shared multiple tips that entrepreneurs can apply to strengthen their own marketing approaches.
Ms. Nova Navo, Officer-in-Charge of UP ISSI, welcomed the participants and speakers of the webinar. Mr. Ron Allan Estrebillo, Officer-in-Charge of TEED, awarded the Certificates of Appreciation to the speakers and delivered the closing remarks. The program was spearheaded by Ms. Allysa Anne Mari-De Guzman, COPE Program Manager, and facilitated by Ms. Menchie Sumilang of TEED.
The COPE Program aims to provide free webinars that are accessible to everyone, especially those with limited or no formal access to education. To learn more about COPE’s offerings, you may visit our website at entrepreneurship.org.ph, or check out our social media accounts on Facebook, Instagram, and LinkedIn.