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CURRICULAR UNIT - DIGITAL BRANDING AND ONLINE REPUTATION

Academic Year: 2020 / 2021
1st Year – 1st Semester 
Código UC nº 59006

OBJECTIVES AND COMPETENCES TO BE DEVELOPED    

• 1. To prepare digital files for their graphic execution in excellent conditions for their reproduction;
• 2. Correctly use typography, colours, images and printing areas.
• 3. Save correct final files for imposition and printing according to standards.

PROGRAM CONTENTS

• 1. Desktop Publishing software and file formats
• 1.1. Creating files: dimensions and definition of workspaces

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CURRICULAR UNIT - INTERACTIVITY DESIGN

Academic Year: 2020 / 2021
1st Year – 1st Semester 
Código UC nº 59008

OBJECTIVES AND COMPETENCES TO BE DEVELOPED    

1. This curricular unit aims to develop students’ knowledge and skills to:

• a. Define interaction strategies
• b. Define integral solutions for interaction strategies
• c. Understand the importance that the digital communication technologies possess in the society and reasons for their success;

2. Upon successful completion, students will be able to:

• a. Understand the phenomenon of interaction considering the current communication landscape
• b. Design and plan strategies for interacting with different audiences
• c. Design and plan web solutions;
• d. Keep abreast of current and future trends in internet development, information technology

PROGRAM CONTENTS

• 1. Definition and types of communication
• 2. Communication Strategies: objectives, positioning, target audience and mix.
• 3. Implementation phases of Communication Strategies: Diagnosis, Planning, Production and Testing.
• 4. Human-Computer Interaction Design
• 5. Usability and accessibility.
• 6. Principles of User Expirience (UX) and User Interface (UI).
• 7. Design of specific solutions

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CURRICULAR UNIT - WEB DESIGN AND SEARCH ENGINE OPTIMIZATION (SEO)

Academic Year: 2020 / 2021
1st Year – 1nd Semester 
Código UC nº 59011

OBJECTIVES AND COMPETENCES TO BE DEVELOPED    

• - Understand the role of websites in digital marketing strategy;
• - Identify (open source) tools to produce websites and to do content management
• - Know future trends in website execution
• - Apply techniques for integrating off different digital channels into a website
• - Integrating e-commerce tools in online stores
• - Identify all phases of site creation: Planning, Production, and Publishing

PROGRAM CONTENTS

1. Interfaces and Interaction

2. Usability and accessibility

3. Interface project

• 3.1. Problem Definition
• 3.2. Information Architecture
• 3.3. Implementation problems and technologies.

4. HTML

• 4.1. Definition and use
• 4.2. Syntax and basic structure
• 4.3. Main Elements

5. Cascading Style Sheets

• 5.1. Definition and use
• 5.2. Syntax and basic structure
• 5.3. Most used elements

6. Scripting

• 6.1. Javascript
• 6.2. PHP Introduction

7. Introduction to Databases

• 7.1. Relational Databases - MySQL

8. Content engines

9. Responsive design

10. Open Source Platforms

11. E-commerce and Online Stores

12. SEO - Search Engine Optimization

13. CMS - Content Management Systems

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CURRICULAR UNIT - MULTIMEDIA CONTENT MARKETING AND COPYRIGHT

Academic Year: 2020 / 2021
2nd Year – 1st Semester 
Código UC nº 59017

OBJECTIVES AND COMPETENCES TO BE DEVELOPED    

Understand the role of content in a digital marketing strategy by applying context-specific and objective writing techniques. Apply creative writing techniques and relevant content distribution techniques to captivate and engage customers. Understand the role of different digital channels in the distribution of content.

PROGRAM CONTENTS

• 1. Content marketing concept
• 2. Copywriting concept
• 3. Copywriting: websites, newsletters, social media and search engines
• 4. Creative Writing Techniques
• 5. Video and photos
• 6. Podcasts
• 7. Landing pages
• 8. Storytelling

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CURRICULAR UNIT - MOBILE MARKETING

Academic Year: 2020 / 2021
2nd Year – 1st Semester 
Código UC nº 59018

OBJECTIVES AND COMPETENCES TO BE DEVELOPED    

Understand the value of mobile marketing in the digital marketing strategy, identifying the value and relevance of mobile technologies such as Games, Applications and Messaging. Understand the role of mobile platforms in new consumption patterns and develop campaigns tailored to mobile platforms.

PROGRAM CONTENTS

• 1. Mobile marketing
• 2. Mobile platforms: SMS, mobile apps, mobile advertising, mobile video, mobile games
• 3. Marketing cross channel
• 4. Responsive design
• 5. The future in mobile marketing

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CURRICULAR UNIT - CONTENT PRODUCTION LABORATORY

Academic Year: 2020 / 2021
2nd Year – 1st Semester 
Código UC nº 59019

OBJECTIVES AND COMPETENCES TO BE DEVELOPED    

The CU of Content Production Laboratoryis an introductory theoretical-practical discipline that intends to familiarize the student with the basic functions and competences of Audiovisual and to promote the questioning of cinematographic, audiovisual and multimedia language in the broadest sense.

It is intended that the student

- Develop critical and analytical skills in the technical and artistic fields of achievement; - Acquire the ability to audiovisual and multimedia in the broadest sense works in the field of Audiovisual Realization - Develop a final practical work integrating the different elements.

PROGRAM CONTENTS

Audio-visual "Grammar": plans, sequences and transitions of linear and interactive "mise-en- scène".

• - Methods and processes for the creation of works and audiovisual and multimedia products.
• - The production cycle and the role of the filmmaker.
• - Plastic construction: framing, plane scale, shooting angle, composition, camera movements, lighting, color.
• - Sound construction: soundtrack, sound plans, listening point.
• - Sequential construction: movement and direction of actors, luminous effects manipulation, coordinated camera movements, scenarios, point of view; spatial coherence and temporal coherence; The Assembly.
• - Thematic construction: argument, structure, narrative rhythm.