Strategic content production and digital storytelling applied with AI

Presentation
Academic program
Teaching Staff
Tuition
Presentation
Academic program
Teaching Staff
Tuition

Strategic content production and digital storytelling applied with AI

Overview

This microcredential provides advanced training in strategic digital communication, focused on the design and management of messages in professional environments. The program covers discourse analysis and organizational narrative, content production adapted to different platforms, and the critical use of generative artificial intelligence in the creative process. It also equips participants to manage digital communication projects autonomously and with a strategic approach.

Goals

To train participants to design, plan and produce strategic digital communication autonomously and with a solid foundation, integrating the critical and applied use of generative artificial intelligence tools as support for the communication process, without replacing their own professional judgment.

Access requirements
  • Students must be between 25 and 64 years old on the date the training begins.
  • A university degree is not required to access this micro-credential. However, students wishing to access it must meet the following access requirements:
  • Have at least a High School Diploma or Higher Level Vocational Training qualification.

Academic program

Contents
  1. Foundations, context and conceptual framework
  2. Digital strategic communication: foundation, meaning and context
  3. Audiences, discourse, and basic message architecture
  4. Strategic diagnosis and communication briefing
  5. Target audience and value proposition supported by AI
  6. Mother message, secondary messages, and narrative architecture
  7. AI for ideation, editorial focus, and content system
  8. Content Production I: Texts, Pieces and Multi-Format Adaptation
  9. Content Production II: Calendar, Workflow and Operating System
  10. Verification, quality, ethics and professional judgment in the use of AI
  11. Closing of the laboratory and presentation of the final project

Methodology and activities
  • The training activities to be carried out during the delivery of the micro-credential will be:
  • Theoretical classes: expository, explanatory or demonstration sessions of the contents and knowledge.
  • Practical classes: sessions of practical application of the content developed in the theoretical classes, through the resolution of exercises, problems or theoretical-practical scenarios.
  • Seminars, workshops, or other complementary activities (discussion forums, simulations, etc.): monographic sessions that encourage student participation. These are supervised by the course instructors.
  •  Work: preparation of a study, essay, work… proposed in the subject, either individually or in a group following established guidelines.
  • Independent work: independent and self-regulated activity of the student based on the documentation and guidelines proposed in the subject, preparation of classes and exams, preparation of final reports, internship reports…
  •  Presentations, debates and defenses of works and projects: activity through which students present works, exercises, projects… based on established criteria, demonstrating sufficiency and maturity in the acquisition of the planned competencies.
  • Tutoring (individual, group…): activity in which the teaching staff attends to, facilitates and guides one or more students in the training process.
  • Assessment: continuous assessment tests and final exams. Tests may be in person or online, and may be written, oral, or consist of practical exercises.

Regarding the way to organize the teaching to achieve the objectives set out in the micro-credential, the organizational modality summarized below will be followed:

  • Lectures/expository method: presentation or explanation by the teaching staff.
  • Practical classes: activities supervised by the teaching staff in the classroom, laboratories, clinics.
  • Seminars: completing exercises, solving problems or practical cases, others.
  • Individual work: individual preparation of assignments/projects/reports, portfolio, 
  • Group work: group preparation of assignments, projects/reports, …
  • Personal study: preparation for tests, exams, etc.
  • Assessment: written tests, oral tests, practical tests, …
  • Tutoring: instruction period in which teachers and students interact with the aim of reviewing and discussing materials and topics presented in class.
  • Exhibitions, debates and presentation of works and projects: activities supervised by the teaching staff.
  • Active methodologies: cooperative learning, project-based learning, flipped classroom, service learning, game-based learning, case studies, problem solving… These are aimed at making learning a participatory process and are based on student agency.

Evaluation criteria

The microcredential will have an evaluation system (ES) based on the following assessment tests:

  • Objective tests (true/false, multiple choice, test-type, fill-in-the-blank, ordering, etc.): These are measurement instruments that allow for the evaluation of knowledge, skills, performance, aptitudes, etc. The answers are closed-ended, thus promoting objectivity during the scoring process.
  • Short answer tests: a type of objective test in which students do not elaborate on their answers and must respond to the specific information requested.
  • Development tests, long answer: students must develop, relate, organize and present their knowledge on a topic to produce an extensive answer.
  • Attendance, participation or attitude in teaching activities, seminars, tutorials, etc.: monitoring student attendance and participation in teaching activities, carrying out activities during teaching sessions.
  • Written works, memoirs, internship reports, and projects: a document prepared on a topic or activity carried out, following the instructions established by the teaching staff.
  • Portfolios, journals, notebooks, or practice materials, etc.: a collection of student work that demonstrates their progress and achievements. A compilation of evidence of self-reflection.

General information

Credits: 2.5 ECTS

Duration: 30/04/2026 – 11/05/2026

Teaching modality: In person

Location: Faculty of Social Sciences and Communication, La Pirámide Building, Guajara Campus

Registration fee: €65.25

Valued price: 217.50

Registration
More info and registration help

The cost of tuition for this Microcredential will be subsidized by the 'Plan for the development of university microcredentials', investment 6 of component 21 of the Addendum to the 'Recovery, Transformation and Resilience Plan', financed by the European Union – Next Generation EU, year 2025.

Flexibility

Short courses available in various formats (in-person, online, or hybrid). Ideal for learning without interrupting your professional life.

Employability

Content created and delivered by professionals and experts in the field, designed for immediate application.

Certification

Endorsed by the University of La Laguna. You will receive an official ECTS certificate, valid in the European Higher Education Area.

Teaching staff

Milena Trenta 

Airam Abella Álvarez

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