Universitat Internacional de Catalunya
Workshop: Digital Creativity and Social Media
Other languages of instruction: English, Spanish,
Introduction
The course is conceived as a creativity and digital strategy laboratory in which students will develop, throughout the semester, a communication project designed for digital environments.
Working in teams, students will design a communication strategy for a brand, organisation, company, or personal project, integrating research, creativity, content production, and digital planning. The project will evolve through workshops, tutorials, and periodic challenges that simulate the working practices of a creative agency or a communication department.
The course combines the fundamentals of communication strategy, applied creativity, and multimedia production, enabling students to experiment with different formats and digital platforms while developing a professional project from the initial idea to its final presentation.
Pre-course requirements
No.
Objectives
- To design a digital communication strategy aligned with the objectives of a brand or organisation.
- To understand the role of creativity as a strategic communication tool.
- To develop digital campaigns tailored to different audiences and platforms.
- To create multimedia content designed to foster audience engagement.
- To design narrative identities for digital projects.
- To plan editorial calendars and content strategies.
- To understand how the main social media platforms operate and the dynamics that shape content distribution.
- To integrate artificial intelligence and automation tools into creative processes.
- To analyse performance metrics and results to optimise digital campaigns.
- To work effectively in creative teams using professional methodologies.
Competences/Learning outcomes of the degree programme
- CN05 - Identify the key factors involved in assessing the economic, technical and creative viability of an audiovisual product in the current market.
- CP01 - Work effectively in professional teams involved in audiovisual production, adapting to multidisciplinary and changing environments.
- CP03 - Communicate information and original ideas effectively, both orally and in writing, in Spanish, Catalan and English.
- CP04 - Apply professional ethical principles and standards of academic rigour in the audiovisual field, respecting the fundamental right to equality between women and men, promoting human rights, a culture of peace and democratic values, including the use of inclusive, non-discriminatory and stereotype-free language.
- CP07 - Create audiovisual content for commercial purposes, making full use of the expressive possibilities of multimedia environments and maximising creative potential through emerging digital technologies.
Learning outcomes of the subject
Students will be able to:
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To work confidently in a professional television and radio studio.
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To use video and audio editing software proficiently, including AI-based tools to automate tasks such as improving image and sound quality.
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To master audiovisual language, appropriately integrating music into narratives to enhance the impact of advertising communications.
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To recognize different types of advertising music and the main sound libraries, while also exploring platforms that use AI to generate customized soundtracks.
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To master advertising language, both verbal and audiovisual, to create commercials aimed at different audiences and adapted to various media.
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To apply advertising creativity in digital environments.
Syllabus
- Contemporary digital ecosystem.
- Platforms, audiences, and algorithms.
- Strategic positioning.
- Digital branding.
- Content strategy.
- Customer journey.
- Social media strategy.
- Creative thinking applied to brands.
- Creative strategy.
- Creative concept.
- Storytelling.
- Transmedia campaigns.
- Creativity for organisations.
- International trends.
- Audiovisual production for social media.
- Reels, Shorts, and TikTok.
- Applied graphic design.
- Fundamentals of motion graphics.
- Artificial intelligence for creative production.
- Collaborative tools.
- Editorial calendar.
- Community management.
- Influencer marketing.
- Digital advertising.
- Social ads.
- Digital analytics.
- Key performance indicators (KPIs).
- Briefing.
- Research.
- Ideation.
- Creative development.
- Production.
- Implementation.
- Final pitch presentation.
Bibliography and resources
- Meta Blueprint
- TikTok Academy
- Google Skillshop
- Canva
- Adobe Creative Cloud
- CapCut
- Hootsuite Academy