UMECIT students analyze the ASB Sanitation Consortium's strategies in Arraiján and La Chorrera.

Marketing and Advertising students participated in an academic tour focused on analyzing community engagement processes, social marketing strategies, and environmental awareness campaigns developed by the ASB Sanitation Consortium, as part of the Panama Sanitation Program in the Western Panama region.

The experience allowed students to observe and analyze real-world communication, marketing, and advertising strategies applied to a project with significant social and environmental impact, such as the proper management and treatment of wastewater in the districts of Arraiján and La Chorrera.

During the visit, participants interacted with the team responsible for institutional image management, citizen awareness campaigns, public relations, and community engagement strategies, gaining insight into the fundamental role of social marketing and strategic communication in public infrastructure projects.

Key learnings include:

1. Recognition of communication strategies used to educate the community about environmental care.
   
   
2. Analysis of social marketing campaigns implemented by the consortium.
   
   
3. Observation of institutional identity processes and communication with the community.
   
   
4. Practical application of theoretical knowledge acquired in the classroom.
   
   
5. Development of critical thinking and social awareness about the role of the communicator in sustainable development.
   
   

This academic tour reinforces UMECIT's commitment to relevant education, aligned with current challenges, and to the training of professionals who actively contribute to collective well-being and environmental care.