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Presentation
Presentation
The currcular unit Digital Communication (CD) aims to provide students with knowledge and skills in the field of communication in new platforms and digital media, namely, through the conceptualization and execution of an individual project according to a briefing to be provided. Critical reflection on issues of digital communication in the current context will also receive particular attention.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Semestral | 5
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULHT257-8
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
1. Fundamentals and concepts of digital media. 2. The importance of a digital communication strategy. 3. Content communication: Write for the Web. Viral content. Storytelling and new narratives. 4. Understand website and blogs 5. Understand social networks. 6. Understand email marketing and communication. 7. New trends: virtual reality, augmented reality, mixed reality 8. New challenges: information overload, misinformation, deep mediatization, digital disconnection
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Objectives
Objectives
With this UC it is expected that students will be able to: ¿1. Create strategic content: visually appealing, that follow the good practices of User Experience and that are able to attract specific target audiences; 2. Apply the fundamentals of digital marketing, identifying and providing innovative value proposals; 3. Define strategic communications for social networks; 4. Understand the concepts and theories of content management in multiple channels and digital devices; 5. Plan, execute and report a communication campaign in multiple channels and digital devices; 6. Critically reflect on the implications of digital communication in the current context of media convergence.
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Teaching methodologies and assessment
Teaching methodologies and assessment
The classes of Digital Communication will have a theoretical / practical character: presentation of material, illustrated with examples and discussion of mandatory readings, of the main works of the curricular unit (individual and group) and the realization of contents on the material presented in the previous class. The evaluation of the course is based on student participation and individual project.
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References
References
Chaffey, D. & Ellis-Chadwick, F. (2016). Digital marketing (6th edition). Pearson Education Limited. Frick, T. (2016). Designing for Sustainability. O’Reilly. Grayling, A.W. & Rosenberg, L. (2024). Our Next Reality: How the AI-Powered Metaverse Will Reshape the World. Nicholas Brealey Publishing. Quesenberry, K.A. & Coolsen, M.K. (2023). Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape. Rowman & Littlefield. Walter, E. & Gioglio, J. (2014). The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand. McGraw Hill Professional.
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Office Hours
Office Hours
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Mobility
Mobility
No
