Publication in the Diário da República: Despacho n.º 4719/2022 de 21/04/2022
5 ECTS; 2º Ano, 1º Semestre, 28,0 PL + 28,0 TP + 14,0 OT , Cód. 605920.
Lecturer
- Jéssica de Jesus Ferreira (2)
- Pedro Miguel Monteiro Casaca (1)(2)
(1) Lead Professor
(2) Teaching Professor
Prerequisites
NA
Objectives
A. Develop digital content tailored to different platforms and aligned with the specific requirements of digital marketing.
B. Apply multimedia content creation and editing tools, including image, video and audio editing, as well as artificial intelligence technologies.
C. Explore storytelling approaches and techniques suited to different target audiences.
D. Assess the quality and performance of digital content in order to enhance its effectiveness and impact.
Program
1. Content Fundamentals
- Key concepts and their importance in the context of digital marketing.
- Content formats.
- Content planning and strategy.
2. Visual Content Production
- Creating and editing visual content for different platforms.
- Graphic design principles and tools.
- Visual storytelling techniques.
3. Video Content Production
- Fundamentals of video recording and editing.
- Video editing tools.
- Video creation and editing.
4. Audio Content Production
- Audio recording and editing techniques.
- Audio editing tools.
5. Copywriting and Creative Writing
- Writing techniques for digital marketing, including SEO principles.
- Creating social media posts, product descriptions and calls to action (CTAs).
6. Content Analysis and Optimisation
- Performance monitoring and analytics tools.
- Content adjustments based on engagement metrics and audience feedback.
Evaluation Methodology
Regular Assessment Period:
25% Practical Assignment I
25% Practical Assignment II
50% Practical Assignment III
A student will not be eligible to take the examination if:
- They fail to complete any of the assignments.
- They do not obtain a minimum grade of 10 out of 20 in each assignment.
- They do not attend at least two-thirds of the TP classes (Article 8, paragraph 4, of the Academic Regulations).
- They do not attend at least two-thirds of the PL classes (Article 8, paragraph 5, of the Academic Regulations).
Examination and Resit Period:
100% Practical Assignment (minimum grade of 10 out of 20 required to pass the course unit).
Bibliography
- Dabbs, A. e Campbell, A. (2005). The Digital Designer's Bible. New York: Harper Paperbacks
- Faustino, P. (2019). Marketing Digital na Prática. Lisboa: Marcador
- Kotler, P. e Setiwan, I. e Kartajaya, H. (2011). Marketing 3.0 - Do produto e do consumidor até ao espírito humano. Lisboa: Actual Editora
- Yikun, L. (2016). Visual Storytelling: Infographic Design. New York: Images Shenyang
Teaching Method
Theoretical and Practical Classes, combining the application of theoretical concepts with practical exercises, the analysis of real-world examples, and the development of projects involving content production and evaluation. Teaching methods include
Software used in class
Image editing.
Vector graphics and illustration.
Video editing.
Audio editing
