2º Workshop

Disruption of strategic communication: practices, trends and proposals

Instructions are the same as for General Conference: check them here.

To upload an article to this Workshop, access the following link and, before the title of the contribution, place the code «WS_2»: https://easychair.org/conferences/?conf=icomta23


Recent times are characterized by innumerable disruptive changes, without a doubt, it is the period of innovation and acceleration. The different industries have responded efficiently to little-known realities. Communication, for its part, broke into various processes and adapted, with interdisciplinary support, to the challenges that the profession demands.

Every year new technological tools appear that help us in the management of communication, all of them allow us to know and access information to make the best decisions; Despite this, we recognize that the base of everything is still there, in achieving that invaluable engagement with the internal and external public, to make the customer fall in love, excite and attract.

This workshop aims to discuss the use of technologies in the management of strategic communication. The challenges in communication management are visible. Summoning and creation is required to get the most out of Shoppable Tv; Effectively respond to limiting active ads on Facebook to achieve profitable advertising; create content for Self-Service advertising on Tiktok, and optimally manage the whirlwind of virtual events, to which we are beginning to adapt. We add to them, all the creative responses that we must have for the use of artificial intelligence for hyper-personalization, thanks to datamining.


  • Strategic communication
  • Communication trends
  • Communication organizations and technology
  • Data mining
  • Communication automation
  • Strategic communication on and offline
  • Innovation in communication
  • Communication strategies and visions by field of application
  • Strategic communication and entrepreneurship
  • Communication and digital marketing
  • Tools and platforms for digital communication
  • Digital storytelling and content creation
  • BigData and Data mining for strategic communication
  • Automation of communication and marketing
  • Reputation and trust
  • Positioning in digital environments
  • Employee Branding
  • Social analytics
  • Web Analytics

General Coordinator: Verónica Altamirano (Universidad Técnica Particular de Loja)

Technical Coordinator: Vanessa Duque Rengel (Universidad Técnica Particular de Loja)

Organizing Committee:

  • Jenny Yaguache (Universidad Técnica Particular de Loja)
  • Cesibel Valdiviezo (Universidad Técnica Particular de Loja)
  • Luis Miguel Romero (Universidad Rey Juan Carlos)
  • Miguel Túñez (Universidade Santiago de Compostela)

Scientific Committee:

  • Alba Martínez (Universidad de Alicante)
  • Almudena Barrientos (Universidad Complutense de Madrid)
  • Andrea Velásquez (Universidad Técnica Particular de Loja)
  • Cesibel Valdiviezo (Universidad Técnica Particular de Loja)
  • María Fabiana Altamirano (Universidade Santiago de Compostela)
  • Fanny Paladines (Universidad Técnica Particular de Loja)
  • Jenny Yaguache (Universidad Técnica Particular de Loja)
  • Jesús Segarra (Universidad de Alicante)
  • Karina Valarezo González (Universidad Técnica Particular de Loja)
  • Miguel Tuñez López (Universidade Santiago de Compostela)
  • Rosario Puertas (Universidad Técnica Particular de Loja)
  • Vanessa Duque Rengel (Universidad Técnica Particular de Loja)
  • Verónica Altamirano (Universidad Técnica Particular de Loja)