Master in Communication and Digital Content Creation

The Master in Communication and Digital Content Creation aims to train creative professionals who want to make their ideas a reality and convey the brand values of their products and/or services through honest communication with coherence and success in the digital environment.

The programme is aimed at any professional in the fields of design, advertising, communication or marketing, or entrepreneurs who want to acquire the vision, tools, strategies and knowledge necessary to communicate their brand values in the online sphere.

The programme is structured into five modules. The first one is dedicated to branding, in which the student works and develops the brand as a real project within the framework of the curriculum. The digital communication module teaches the strategies and techniques necessary to implement correct brand communication and management, in addition to its values in action in a fully digital environment. In the third module, the student works on digital marketing, an essential step to be able to analyse the designed communication plan and the brand’s digital investment through metrics. The fourth module is based on entrepreneurship and the importance of user experience in relation to the brand.

The programme concludes with a Final Master’s Project tutored by professors with professional experience who have taught classes within the programme’s various modules.

Module 1 – Branding

This initial strategic and project-based module will encompass the essential concepts for creating brands that are consistent with their values and positioning in the market. It will cover creating a brand from the ground up as well as reworking an existing one. At the end of the module, students will work on various brand materials such as the brand book or style guide, which are vital to the development of a suitable communication and marketing plan with digital investment. Furthering the user experience and the AI tools related to the brand strategy.

• Brand positioning. Fundamentals of brand strategies.
• Brand values. Brand core. Brand content.
• Brand naming, brand identity, brand image, brand mission, brand vision and brand equity. Brand communication.
• Brand storytelling and brand experience. User experience.
• Brand management. Communication strategies with AI.
• Digital branding workshop. Innovation and creativity.

Module 2 – Digital communication

A module in which the student learns to create, implement and manage the digital communication of the brand created in the previous module, emphasising the content strategy based on the brand identity. Management of this digital communication plan will also be covered so it will be virtually ready for its final implementation alongside the digital marketing plan, while also teaching the assessment process with market comparisons and trends. The module also covers the study and creation of the interface experience for digital communication processes.

• Culture and digital narrative.
• Content generation. Lifestyle and consumer brands.
• AI generated content.
• Online reputation. Brand and social media.
• Social networks and influencers. Engagement.
• Media strategy. Communication planning.
• Management tools. Management.

Module 3 – Digital marketing

This digital marketing-focused module will cover the tools and metrics required to enable digital communication strategies and actions to be assessed, while always taking the fundamental values of the brand into consideration. For the purpose of acquiring digital influence in the increasingly demanding world of e-commerce, AI processes in data, digital marketing activities linked to social media communication actions will also be addressed. This module’s significance lies in the information the digital environment provides through data metrics and analytics which can prove invaluable for correcting a communication or business plan, and also for restructuring these plans.

• Social media and digital media advertising strategy.
• Influencer marketing. Digital brand ambassadors.
• New digital trends. Video, mobile and others. Inbound vs. Outbound.
• Search engines: SEO, SEM, SMO and ROI.
• Investment costs: CPC, CPM, CPL and CPA.
• Ai marketing measures and strategic decisions.
• Management and metrics. Digital budgets. Marketing planning.

Module 4 – Entrepreneurship and digital coaching

With the aim of boosting the students’ entrepreneurial profile, in this module the basic concepts of digital business will be delivered, and the current landscape of e-commerce will be discussed. User experience will also be addressed through an analysis of the various digital communication and online sales platforms; three case studies from different digital companies will also be introduced.

• Business model and digital transformation.
• E-business. Target and scope.
• UX. Customer experience.
• UI. Brand design and strategies.
• Company case studies. Three digital business models.
• Digital plan. Implementation and measurement.

Module 5 – Master’s Final Project

This module focuses on master classes, guidance and personalised tutoring from the teaching staff of the Branding, Digital communication and Digital marketing modules and the programme coordinator. Students will provide mock presentations of the final project with their group and with a mixed group from another master’s degree.