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Presentation
Presentation
This course offers a practical and applied approach to the production of digital media content, preparing students to design and implement creative solutions in real communication contexts. Throughout the semester, topics such as branding and digital identity, writing for digital media, storytelling, product photography and video, creation and post-production tools, accessible communication, and ethics and responsibility in the use of data and artificial intelligence will be explored. Based on a hands-on project — the digital revitalization of a local brand — students analyze the brand’s existing presence, define improvement strategies, and produce new content (website, social media, images, video, and text), integrating them into a coherent and accessible digital ecosystem. The methodology is centered on project-based work, intermediate critiques, and case analysis, encouraging participation, experimentation, and the identification of best practices.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
3 | Mandatory | Português
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Code
Code
ULP1652-24197
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Digital media and contemporary communication Fundamentals of content production for digital media Writing for digital media Storytelling Tools/software for creating digital content User experience principles Gamification: strategies and applications Ethics and responsibility in digital content production Principles of accessible digital communication
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Objectives
Objectives
By the end of the course, students should be able to: Understand the principles of digital media and their strategic role in contemporary communication. Produce written, visual, and multimedia content for different digital platforms in a creative, effective, and audience-adapted manner. Apply creative and persuasive writing techniques across multiple digital formats (copy, microcopy, storytelling, visual narratives). Integrate basic principles of graphic design and visual identity into the creation of attractive and consistent digital content. Use image, video, and audio editing tools and software, ensuring high technical and narrative quality standards. Respect and apply ethical and legal principles in the production, distribution, and analysis of digital content, including the responsible use of artificial intelligence. Collaborate effectively in teams, managing digital content projects. Evaluate and optimize digital communication strategies.
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Teaching methodologies
Teaching methodologies
The course adopts a Project-Based Learning (PBL) approach, centered on the student and oriented toward the practical application of knowledge. Students are challenged to develop the digital revitalization of a local brand, combining theoretical concepts with the effective production of content. This methodology promotes collaboration, autonomy, critical thinking, research, and creativity, encouraging informed decision-making. The process ensures an active and meaningful learning experience, preparing students to face the professional challenges of contemporary digital communication.
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References
References
Griffey, J. V. (2025). Digital media production for beginners. Routledge/Taylor & Francis Group. Gitner, S., & Kennedy, T. R. (2023). Multimedia storytelling for digital communicators in a multiplatform world (Second edition). Routledge, Taylor & Francis Group. Kuehn, S. A., & Lingwall, J. A. (2018). The basics of media writing: A strategy-based approach. SAGE | CQ Press. Lewis, R., & Luciana, J. (2020). Digital media foundations: An introduction for artists and designers. Routledge.¿ Musburger, R. B. (com Kindem, G. A.). (2009). Introduction to media production: The path to digital media production (4th ed). Focal Press. Pizzo, A., Lombardo, V., & Damiano, R. (2024). Interactive storytelling: A cross-media approach to writing, producing and editing with AI. Routledge. Vaidya, S. (2025). Think Like the Minimalist: Master the Art and Science of CreatingThought-Provoking Design. Penguin Business.
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Assessment
Assessment
A avaliação será de caráter contínuo, considerando os seguintes parâmetros:
1. Projeto de Grupo - 50%
Em equipa, os/as estudantes deverão selecionar uma marca ou empresa, preferencialmente de âmbito local, e desenvolver uma proposta de revitalização digital. O objetivo é realizar uma análise crítica da presença digital existente, identificando pontos fortes e fracos, e propor um plano integrado de comunicação e produção de conteúdos que reforce a identidade da marca e a sua relevância no ecossistema digital. Com base nesse diagnóstico, os/as estudantes irão conceber e produzir conteúdos concretos para a marca, incluindo:
- Website, landing page ou protótipo navegável (mínimo viável, com wireframes ou mockups interativos);
- Plano editorial para redes sociais (ex.: calendário mensal de publicações);
- Produção multimédia, composta por, por exemplo: 1 vídeo curto (promo institucional, produto ou storytelling de marca);
- Série de imagens (ex.: carrosséis, stories, banners);
- Textos (microcopy, descrições, slogans).
2. Exercício Individual - 30%
De forma individual, os/as estudantes deverão desenvolver pelo menos dois conteúdos que complementem o projeto de grupo, demonstrando autonomia criativa e técnica.
Adicionalmente, cada estudante deverá elaborar um relatório individual, no qual descreve a sua contribuição para o projeto (tarefas realizadas, decisões tomadas, ferramentas utilizadas), explicando o racional subjacente às escolhas efetuadas e estabelecendo a sua articulação com referências teóricas, bibliografia e boas práticas profissionais.
3. Assiduidade e Participação - 20%
Inclui: pontualidade, envolvimento nas discussões, colaboração em equipa e cumprimento de prazos intermédios.
Em avaliação contínua, os estudantes deverão comparecer a 70% das aulas.
É estabelecida uma nota mínima de 7 nos diversos elementos de avaliação.
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Avaliação Final (Exame)
Estudantes que não obtenham aprovação em avaliação contínua poderão realizar exame nas épocas definidas pela instituição. O exame incluirá:
- Parte escrita (componente teórica e analítica)
- Parte prática (resolução de um exercício de produção digital)
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Assessment will be continuous, considering the following parameters:
1. Group Project – 50%
Working in teams, students will select a brand or company, preferably local, and develop a digital revitalization proposal. The objective is to conduct a critical analysis of the brand’s existing digital presence, identifying strengths and weaknesses, and to propose an integrated communication and content production plan that strengthens the brand’s identity and relevance within the digital ecosystem. Based on this diagnosis, students will design and produce concrete content for the brand, including:
- Website, landing page, or navigable prototype (minimum viable product, with wireframes or interactive mockups);
- Editorial plan for social media (e.g., monthly publication calendar);
- Multimedia production, composed of, for example: One short video (institutional promo, product, or brand storytelling);
- Series of images (e.g., carousels, stories, banners);
- Texts (microcopy, descriptions, slogans).
2. Individual Assignment – 30%
Individually, students must develop at least two pieces of content that complement the group project, demonstrating creative and technical autonomy.
In addition, each student must prepare an individual report describing their contribution to the project (tasks carried out, decisions made, tools used), explaining the rationale behind these choices and connecting them to theoretical references, bibliography, and professional best practices.
3. Attendance and Participation – 20%
Includes punctuality, engagement in discussions, teamwork, and adherence to intermediate deadlines.
For continuous assessment, students must attend at least 70% of classes.
A minimum grade of 7/20 is required in each assessment component.---
Final Assessment (Exam)
Students who do not achieve approval through continuous assessment may sit an exam during the periods defined by the institution. The exam will include:
- Written component (theoretical and analytical);
- Practical component (completion of a digital content production exercise).
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Mobility
Mobility
No
