Communication in Social Media

N/A

The syllabus will be developed by combining lectures with practical sessions and the resolution of exercises or the analysis and discussion of cases.

 Continuous assessment comprises the completion of a group assignment (90%) with a compulsory oral presentation. Class attendance and participation account for 10% of the final grade and must be at least 75%.

The aim of the course is to provide students with an in-depth and critical understanding of the changes brought about by social media in communication.

This course aims to explore how digital transformation affects communication practices, highlighting both the new possibilities and the challenges emerging in this dynamic environment.

The focus will be on developing critical and analytical skills that enable students not only to consume but also to produce content efficiently and responsibly in these media. Through a combination of theoretical study, analysis of real cases and applied practice, students will explore how social networks can be used to build and maintain relationships, promote brands, influence opinions and create virtual communities.

At the end of the course, students are expected to know how to use social media and be prepared to apply this knowledge in an innovative and ethical way in a professional setting

1 Introduction to Social Media Communication

1.1 Exploration of the behavioural changes in communication resulting from the emergence and evolution of online media.

1.2 Analysing technological transformations and how they influence social and professional interactions.

2. Trends and Challenges in the Digital Age

2.1 New opportunities for interaction created by the digital age.

2.2 Assessing emerging challenges.

3. Development of Critical Skills

3.1. Authenticity and transparency.

3.2 Ethics, disconnection and privacy.

4. Study and Analysis of Real Cases

• - Attendance and Participation - 10.0%
• - Group work - 90.0%

NAO