Instagram as a Learning Space to Introduce Virtual Technology Tools Into Post-COVID Higher Education

This chapter examines an innovative learning project in which undergraduate marketing students manage and generate content on an official Instagram profile. The project is designed to provide students with a more active role in the learning process through the application of new virtual technology tools. During the pandemic (course 2020-21), students shared their knowledge about marketing and related topics through storytelling, transmedia, gamification, and virtual/augmented reality via Instagram. The students' perception of the learning outcomes, and their satisfaction, were compared with those of students from three previous courses (2017-20). The findings revealed that students assessed the Instagram activity more highly in the context of the pandemic than in previous years. Interestingly, the students also reported better learning outcomes and improvement in their soft skills and consequently were highly satisfied with the project, which suggests the activity should continue in the future.