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Digital Content Management

Code: 104754 ECTS Credits: 6
2025/2026
Degree Type Year
Interactive Communication OT 4

Contact

Name:
Beatriz Villarejo Carballido
Email:
beatriz.villarejo@uab.cat

Teachers

Beatriz Villarejo Carballido

Teaching groups languages

You can view this information at the end of this document.


Prerequisites

There is not prerequisite.


Objectives and Contextualisation

  1. Developing digital content including the gender perspective, cultural diversity, and human rights based mainly on scientific evidence.
  2. Knowing tools for planning, management, and distribution of digital content in various formats.
  3. Learning  to use methods of measuring the impact of quantitative, qualitative digital content under the criterion of social impact.
  4. Applying fundamental ethical criteria in the elaboration, distribution, and measurement of digital content.
  5. Planning and executing academic work on digital content management.
  6. Analyzing big data from websites and applications, as well as reports of internet and mobile data.
  7. Learning to develop innovative digital content management projects by identifying risks, opportunities, and improvement solutions.

Competences

  • Act with ethical responsibility and respect for fundamental rights and duties, diversity and democratic values.
  • Act within one's own area of knowledge, evaluating sex/gender-based inequalities.
  • Identify the characteristics of information systems from both a conceptual and a practical perspective.
  • Introduce changes in the methods and processes of the field of knowledge to provide innovative responses to the needs and demands of society.
  • Manage time efficiently and plan for short-, medium- and long-term tasks.
  • Plan, implement, analyse and evaluate social-media marketing campaigns and implement automation systems in management.
  • Search for, select and rank any type of source and document that is useful for creating messages, academic papers, presentations, etc.
  • Students must be capable of applying their knowledge to their work or vocation in a professional way and they should have building arguments and problem resolution skills within their area of study.
  • Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
  • Students must have and understand knowledge of an area of study built on the basis of general secondary education, and while it relies on some advanced textbooks it also includes some aspects coming from the forefront of its field of study.
  • Take account of social, economic and environmental impacts when operating within one's own area of knowledge.

Learning Outcomes

  1. Analyse a situation and identify its points for improvement.
  2. Analyse reports on internet and mobile data.
  3. Analyse the sex-/gender-based inequalities and gender bias in one's own area of knowledge.
  4. Communicate using language that is not sexist or discriminatory.
  5. Consider how gender stereotypes and roles impinge on the exercise of the profession.
  6. Create and edit multimedia content and design templates.
  7. Create measurement strategies.
  8. Critically analyse the principles, values and procedures that govern the exercise of the profession.
  9. Cross-check information to establish its veracity, using evaluation criteria.
  10. Distinguish the salient features in all types of documents within the subject.
  11. Evaluate the impact of problems, prejudices and discrimination that could be included in actions and projects in the short or medium term in relation to certain people or groups.
  12. Identify the social, economic and environmental implications of academic and professional activities within one's own area of knowledge.
  13. Interpret big data in websites and applications.
  14. Interpret the results of content creation based on scientific thought.
  15. Plan and conduct academic studies on digital content management.
  16. Propose new methods or well-founded alternative solutions.
  17. Propose new ways to measure the success or failure of the implementation of innovative proposals or ideas.
  18. Propose projects and actions that are in accordance with the principles of ethical responsibility and respect for fundamental rights and obligations, diversity and democratic values.
  19. Propose projects and actions that incorporate the gender perspective.
  20. Propose viable projects and actions to boost social, economic and environmental benefits.
  21. Submit course assignments on time, showing the individual and/or group planning involved.
  22. Weigh up the risks and opportunities of both one's own and other people's proposals for improvement.

Content

Unit 1. Typology of digital content and sources. Form and content, the purpose of communication.**

Unit 2. Content creation, inclusion of gender perspective and cultural diversity in digital content.

Unit 3. Planning, management, and distribution of digital content across multiple platforms.

Unit 4. Measurement of the impact of digital content, quantitative and qualitative measures, and social impact.

Unit 5. Strategies, usability, and adaptation of content on different supports.


Activities and Methodology

Title Hours ECTS Learning Outcomes
Type: Directed      
Practical sessions 33 1.32 3, 4, 9, 7, 10, 15, 22, 21, 16, 17, 18, 19, 20, 5, 11
Theoretical sessions 15 0.6 8, 2, 3, 1, 10, 12, 13, 14
Type: Supervised      
Mentoring projects 2 0.08 15, 18, 20
Type: Autonomous      
Individual work 10 0.4 8, 2, 1, 9, 12, 14, 21, 11
Work group 10 0.4 8, 3, 4, 9, 6, 10, 12, 14, 15, 22, 21, 16, 17, 18, 19, 20, 5, 11

The course maintains a balance between the theoretical part (theoretical sessions, debates) and the practical part (applying theoretical concepts in the analysis of professional practice through exercises and the course project). It is based on the principles of dialogic learning and the maxim of "learning by doing". Practice and theory are integrally linked to foster reflective scientific thinking in professional development.

A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find all teaching materials and necessary information for efective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching sta􀆯 will inform students of any modifications to the course schedule and teaching methodologies.

Note: The course content will be sensitive to issues related to gender perspective and the use of inclusive language.

Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.


Assessment

Continous Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Digital content project 30 38 1.52 8, 1, 4, 9, 7, 10, 12, 14, 15, 22, 21, 16, 17, 18, 19, 20, 11
Exam 30 10 0.4 8, 2, 3, 9, 10, 12
Oral presentation 10 2 0.08 10, 21, 19, 11
Practices 30 30 1.2 8, 2, 3, 9, 7, 6, 13, 21, 5

The assessment activities consist of:

  1. Exam: Theoretical content accounting for 30% of the final grade.
  2. Project and oral presentation: Group coursework with a 40% weighting in the final grade.
  3. Internships: Completion of three group practicals and three individual practicals, comprising 30% of the final grade.

A minimum score of 4 must be achieved in the exam to be averaged with the other assessment activities.

Students will be entitled to reassessment in the course if they have been evaluated on a set of activities accounting for at least two-thirds of the total course grade. Students are entitled to retake the subject if they have been assessed in activities comprising at least two-thirds of the total grade for the subject.

Activities excluded from the resit process are the project and the oral presentation (40%).

In the event that a student commits any irregularity that could lead to a significant change in the grade of an assessment, the assessment will be graded as 0, regardless of any disciplinary proceedings that may be initiated. If multiple irregularities occur in the assessments of the same subject, the final grade for that subject will be 0.

SECOND ENROLMENT: In the case of a second enrolment, students may take a single synthesis test consisting of content review and practical exercises. The grade for the subject will correspond to the grade of the synthesis test. Students wishing to take this test must notify the course coordinator in writing.

This subject does not provide for a single-assessment system.

In this course, the use of Artificial Intelligence (AI) technologies is permitted as an integral part of assignment development, provided that the final outcome demonstrates a significant contribution from the student in terms of analysis and personal reflection. Students must clearly identify any content generated using AI, specify the tools employed, and include a criticalreflection on how these technologies have influenced both the process and the final result of the assignment. Failure to disclose the use of AI in this assessed activity will be considered a breach of academic integrity and may result in a partial or total penalty to the assignment grade, or more serious sanctions in severe cases.


Bibliography

Connock, A. (2022). Media management and artificial intelligence: understanding media business models in the digital age. Routledge.

De Gregorio, G. (2022). Digital Constitutionalism in Europe: Reframing Rights and Powers in the Algorithmic Society. Cambridge University Press.

Dykes, B. (2019). Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals. Newark: John Wiley & Sons, Incorporated.

Enge, E., Spencer, S., Stricchiola, J., & Fishkin, R. (2024). The art of SEO: Mastering Search Engine Optimization. O'Reilly Media, Inc..

Foxwell, H. J. (2020). Creating Good Data: A Guide to Dataset Structure and Data Representation. Berkeley, CA: Apress L. P.

Gu, B. & Pullman, G. (2017). Content management : bridging the gap between theory and practice / edited by George Pullman and Baotong Gu. London: Routledge.

Jenkins, H. et al. (2013). Spreadable media : creating value and meaning in a networked culture. New York: New York University Press.

Majumdar, S. (2024). Resource Management on Distributed Systems: Principles and Techniques. John Wiley & Sons.

Mukherjee, A. S. (2020). Leading in the digital world: how to foster creativity, collaboration, and inclusivity. MIT Press.

*** Specific references will be available in the virtual campus


Software

Specific programs for the creation, management, distribution, and measurement of content available through links on the virtual campus will be used.


Groups and Languages

Please note that this information is provisional until 30 November 2025. You can check it through this link. To consult the language you will need to enter the CODE of the subject.

Name Group Language Semester Turn
(PLAB) Practical laboratories 61 Catalan second semester afternoon
(TE) Theory 6 Catalan second semester afternoon