The document provided details on several seminars that were part of an assignment. It summarized each seminar in 1-3 sentences. The seminars covered topics like artificial intelligence in marketing, the journey of student entrepreneurs, research on cocoa in Latin America, using social media for small businesses, and a debate on woke culture. The summary highlighted the main topic and takeaways from each seminar. It also included short reflections from the attendee on why they chose each seminar and what they found most interesting or valuable.

1. Assignment 8
Seminars
slidecast
Sara El Kadi El Moussaoui

2. Seminar overview
Academic year 2021-2022
Artificial Intelligence in
Marketing by Driss Farissi,
CEO and founder of H-in-Q
(25/11/2021 - 15:30 CET)
1
The journey of a Student
Entrepreneur by Rick
Molyneux & Laura Bernazano
(04/05/2022 - 9:30 CET)
2
Flavors from Latin America:
Research on cocoa and food
technology by UGent
(06/12/2021 - 16:00 CET )
3
Social media for your small
business by Wenta
(05/05/2022 - 10:00 BCT)
4
Het grote Woke Debat by
Ugent & Artevelde UAS
(06/12/2022 - 19:00 CET)
5

3. Summary
During this seminar Mr. Driss taught us how AI technology is created and the logical aspects
behind it. Additionally, he gave us some examples of its applications in marketing he has
carried out for other companiesin both France and Morocco. He also educated us in the
dangers of providing AI with insufficient or biased information.
Artificial Intelligence in
Marketing
by Driss Farissi
Ai has been an intriguing topic for me for quite some time but during this seminar I was able
to get a deeper understanding of how it works and its applications for marketing. What I
found most interesting is that because AI needs input from the real world it can give very
biased results, so critical thinking is a key skill I will need if I ever need to use AI for research
purposes or other professional purposes.
One question i asked him is if its more difficult to have the needed data to conduct AI
research on arab countries, to which he responded thats it's a big challenge as these
countries not only lack big amounts of data but that they are very culturaly diverse and can
speak dozens of dialects.
Reflection

4. Summary
Rick Molyneux and Laura Bernazano gave us a presentation about their business, the reasons
why they decided to be entrepreneurs and how their journey has been so far. Being a student
and owning a business can be very challenging but there are plenty of associations and
resources that provide assistance to students, like the Idea Factory from our own Artevelde
UAS. During the seminar they talked about subsidies, marketing, the importance of
networking, etc.
The journey of a
Student
Entrepreneur
by Rick Molyneux &
Laura Bernazano
Seeing fellow IBM students talking about their business and their difficulties has been very
refreshing and pleasant, as I was always curious about one day starting a small business or
working for one. What I found most valuable were all the book recommendation and the great
advice they gave us on how to improve ourselves (discipline, resilience, etc.).
Reflection

5. Summary
This seminar was organized by the university of Ghent. During this two-hour webinar the
ambassador of Ecuador in Belgium, along with researchers and professors from universities
of both countries, we went through the rich history of cocoa in Ecuador, its close ties to
Belgium and how the cocoa industry is growing to be a very important contributor to the
development of the Ecuadorian economy.
Lastly they explained the effects of climate change and how this industry is trying to become
more sustainable.
Flavors from Latin America:
Research on cocoa and food
technology
by UGent
Having a Spanish background, I have always felt a special connection to Latin America and I
love their cultures as well. I chose this seminar because I really wanted to have an insight on
how the industries, in this case cocoa, is developing there.
During this seminar I also learned about the strong relationship between Ecuador and Belgium
and how it mutually benefits their economy and society.
Reflection
Prof. dr. Peter Goethals, Ghent University
Embassy of Ecuador in Belgium
dr. Gonzalo Villa Cox - Faculty of Social Sciences and
Humanities, ESPOL
prof. Koen Dewettinck - Faculty of Bioscience Engineering,
Ghent University

6. Summary
Organized by Artevelde UAS and the University of Ghent, “het Grote woke debat” touched on
very controversial but rather important topics such as racism, white privilege, the use of the
n-word, controversial tranditions like the "zwarte pit", cancel culture, etc.
Het grote Woke
Debat
by Ugent & Artevelde UAS
The reason i attended this seminar is because the issue of racism towards people of color
and white privilege is very much present in our society. During the debate, I got to hear
different points of view on not only racism but also cancel culture and the dangers of a single
story. It’s still surprises me how we in the west, in this day and age, are still struggling and
having different opinions on basic human rights. I think this is a subject every single one should
educate themselves on and I hope I can apply the insights from this debate on my personal life
and my future professional life.
Reflection

7. Summary
For this webinar, Wenta, which is a UK based organization that supports businesses, thaught
us about social media channels, networking and streaming, generating attention with twitter
and Facebook, social media influence and monetization.
Social media for your
small business
by Wenta
I chose this seminar because I felt like my knowledge of social media for marketing could be
definitely improved and I wanted to get familiar with other platforms and their potential to
grow as a starting brand. At the end of seminar, I had an overview of all of the most
important platforms and the kind of audience they offer.
Another very interesting thing I learned was some social media management tools businesses
could use to keep track of all their posts as it can get quite confusing when you’re present in
multiple platforms and your campaign includes daily updates and posts.
Reflection

8. Small research on the
social meda as a
marketing tool
Increased audience engagement thanks to the
interactive nature of social media
Increase your reach. Billions of people use social
media on a daily basis, so the potential to expand
your audience is not to be underestimated
Humanizes your brand as you get the chance to
show a glimpse of the behind the scenes and the
people who take care of the brand
Generates traffic and convert users into leads
by providing links and promoting your products
Segment and target your ads with great
precision with the help of big data
You can study your audience with the help of the
analytics these platforms provide and have
access to big data
Even though I found all of the seminars I attended very
interesting and fascinating, the webinar about social media
and its uses for small business has caught my attention, as
I feel this would definitely be a skill I want to improve on
before starting my professional career.
One of the most important steps in building a good social
media campaign is determining your target audience. By
researching and analyzing what kind of customer or
potential customer your product or services is more useful
to, you can subdivide your audience to a very specific and
detailed microsegment.
Once you have your buyer’s persona, you will find what kind
of social media sites they prefer, so you can reach them
more easily.
Other known benefits include:

9. BigCommerce. (2022, 2 februari). What is
a social media campaign? How to increase
social sales.
https://www.bigcommerce.com/ecomm
erce-answers/what-is-a-social-media-
campaign/
#
Facebook Ads: How to Advertise on
Facebook. (s.d.). Mailchimp.
https://mailchimp.com/en-gb/marketing-
glossary/facebook-ads/
#
Resource
Page

10. Thank you!