Comunicação Digital

This curricular unit will use an expository methodology and a practical-experimental methodology. The syllabus will be presented by the lecturer, taking the most up-to-date literature and state of the art as a reference. Practical-experimental methodologies will also be applied, relating to the practical application of the principles taught, which will take the form of work analysing and/or producing content in the field of digital communication.

Identify the distinctive elements of digital forms of communication.

Relate forms of digital communication to new modes of personal, social and organisational mediation.

Differentiate audiences and publics in the digital age.

Explain phenomena of digital influence.

Compare types of media access and consumption.

Produce content suitable for digital forms of communication.

Develop digital narratives and messages.

Implement strategic digital communication projects.

Evaluate consumer reaction on social networks, the impact on brand reputation and active participation in brand communication.

Understand the integration of digital communication within the framework of integrated communication and the relationship with digital marketing.

1. Fundamentals of digital communication

1.1 The media in the digital age

1.2 Social media and new forms of mediation

1.3 Artificial intelligence: dilemmas and challenges

2. Audiences and publics in the digital age

2.1 Types of media access and consumption

2.2 Consumer reaction on social networks, the impact on brand reputation and active participation in brand communication.

2.3 The influence of the media in the digital age

2.4 Algorithms and personalisation of content

3. Digital communication practices

3.1. The language of digital communication

3.2 Digital narratives

3.3 Content production – principles and techniques

4. Digital communication in the context of integrated communication and the relationship with digital marketing

4.1. The new communication paradigms

4.2. Digital communication in the context of integrated communication

4.3. Content for the different digital media

4.3.1 Communication on digital platforms and the relationship with digital marketing

4.3.2 Website

4.3.3 Landing pages

4.3.4 E-mail marketing

4.3.5. Content marketing and digital influencers

4.3.6. The brand in the digital environment