Overall objectives:

1 - The aim of the course is to provide students with a critical perspective on professional communication practice in order to develop skills in analyzing and implementing communication actions in the digital context. Specifically, it aims to:
2 - Understand the principles and practices of digital communication.
3 - Developing effective digital communication strategies.
4 - Analyze and evaluate digital communication campaigns.
5 - Apply digital communication tools and techniques in real contexts.

Syllabus:

1 - Introduction to Digital Communication: concepts
2 - Digital communication strategies
3 - SEO and SEM: Data Analysis and Metrics
4 - Digital communication tools
5 - Case Studies and Campaign Analysis

Literature/Sources:

Dodson, I. , 2016 , The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns , Wiley Print
Fastino, P. , 2019 , Marketing Digital na Prática , Marcador
Thompson, J. E. , 2024 , Leveraging digital communication strategies for organizational success , Journal of Organizational Culture, Communications and Conflict, 28 (2), pp.1-3
Yashan, N. et.al , 2024 , Effective Business Communication? in the Digital Age: Strategies For Success , Educational Administration: Theory And Practice, 30(6), 2197 - 2204 Doi: 10.53555/kuey.v30i6.568

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
The teaching methodology of this course combines theoretical and practical lessons to provide a comprehensive understanding of digital communication concepts and techniques. During classes, students will have the opportunity to discuss real cases, allowing for a practical application of the theoretical knowledge acquired. In addition, students will participate in group or/and individual work, which encourages collaboration and the development of research and analysis skills. The use of digital tools will be integrated throughout the course, ensuring that students are familiar with the latest and most relevant software, apps and technologies in the field of digital communication. This practical and interactive approach aims to prepare students to face the challenges of the digital world in an effective and innovative way. Assessment 1. two-part group work (70%): Development of a digital communication campaign. 2. Class participation and activities (30%).