Universitat Internacional de Catalunya
Creation & Content Management
Other languages of instruction: English, Spanish,
Introduction
From a practice-oriented perspective, the course Content Creation and Management introduces students to the contemporary ecosystem of digital content creation and the creator economy. Through the study of storytelling for social media and the analysis of the role of talent management and influencer marketing agencies, the course explores how content creators build personal narratives that foster emotional connections with their audiences and create value for brands. It examines both the creative dimension—developing authentic stories, micro-narratives, and narrative arcs for platforms such as TikTok, Instagram, and YouTube—and the professional dimension of the sector, including strategic talent management, relationships with agencies, and content monetisation.
Pre-course requirements
No.
Objectives
- To create digital content aimed at increasing audience engagement and expanding audience reach.
- To understand how the main social media platforms operate, including their algorithmic logic, content distribution dynamics, and legal framework.
- To manage social media profiles and related applications in a coordinated manner as part of an organisation’s communication strategy.
- To identify and use the core tools for digital content management.
- To understand and apply centralised content management models within an organisational context.
- To apply the principles of storytelling to the production of digital content for social media.
- To design personal or brand narratives that connect with audiences.
- To manage the digital presence of content creators strategically across online platforms.
- To understand the professional and business ecosystem of influencer marketing at both the local and global levels.
Syllabus
- To understand the fundamentals of digital storytelling and personal narratives on social media.
- To develop content creation strategies and a distinctive narrative identity.
- To plan content and to manage online communities, with a focus on the day-to-day responsibilities of a community manager.
- To understand the professional ecosystem of influencer marketing, including talent agencies, campaign management, brand negotiations, and content production.
- To analyse audiences, metrics, and methods for evaluating content performance.
- To use digital tools for creating and editing multimedia content.
- To apply mobile devices to digital content production.
- To understand brand–audience relationships and social listening.
- To develop collaborative content for digital environments.
- To understand the creator economy.
- To build authenticity in digital communication.
- To critically analyse the less visible dimensions of influencer culture ("the other side" of influencers).
Bibliography and resources
Abidin, C. (2018). Internet celebrity: Understanding fame online. Emerald Publishing.
Gabriel, J. (2017). YouTuber: Cómo crear vídeos de impacto y triunfar con ellos en internet. Ma Non Troppo.
Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: Attributions drive endorser effectiveness. Marketing Letters, 27(3), 553–567.https://doi.org/10.1007/s11002-015-9363-0
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of social media influencers. Celebrity Studies, 8(2), 191–208.https://doi.org/10.1080/19392397.2016.1218292
Martin, G. (2017). The essential social media marketing handbook: A new roadmap for maximizing your brand, influence, and credibility. Red Wheel/Weiser.
Sutherland, K. E. (2021). Strategic social media management: Theory and practice. Palgrave Macmillan.
Uzdyf, A. (2024). The power of storytelling for influencers and creators: Why it matters more than ever. LinkedIn.https://www.linkedin.com/pulse/power-storytelling-influencers-creators-why-matters-more-than-ever-uzdyf/
Van Looy, A. (2022). Social media management: Using social media as a business instrument. Springer International Publishing.
Vronique, D. (2020). SEO management: Methods and techniques to achieve success. John Wiley & Sons.