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 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
- CP01 - Work effectively in professional advertising and public relations teams, adapting to multidisciplinary and changing environments.Work effectively in professional teams involved in audiovisual production, adapting to multidisciplinary and changing environments.
- CP03 - Apply ethical and professional standards in advertising and public relations practice, 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.
- CP04 - Manage creative communication projects in advertising and public relations, optimising technical, material and time-related resources.
- CP07 - Produce audiovisual advertising projects using core techniques in storytelling, recording, editing and post-production for a range of formats and media channels, taking economic viability into account.
- CP09 - Create multi-platform advertising content using narrative and digital marketing strategies adapted to different formats and channels.
- CP10 - Create graphic and visual elements by applying principles of design and visual communication to advertising and public relations campaigns.
- HB05 - Use advertising language and narrative techniques to develop persuasive messages for advertising and public relations campaigns.
- HB08 - Develop creative advertising messages, adapting language and style to different contexts and formats.
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