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What steps should I follow to create an effective and practical digital communication plan? In this 15-hour course, you will have access to a step-by-step guide to the strategic planning methodology for digital communication created and improved by trainer Ana Possas during her more than 16 years of experience in the field. You will learn about different tools that will help you, from the stage of identifying the objectives of your plan to implementing and measuring results. You will learn how to optimize many processes with Artificial Intelligence. What's more, you will have the opportunity to create your own communication plan throughout the classes, whether it is for the institution you work for or for your business or project.
Ana Possas
Online, 15h, in Portuguese
September 10th to October 15th, 2025
175 EUR
• Understand the concept and basic pillars of good strategic planning in digital communication;
• Know the fundamental stages of the digital communication planning process;
• Know some of the tools available for each stage of the digital communication plan planning and execution process;
• Understand how Artificial Intelligence can contribute to your work, from planning to content creation, but without leaving critical thinking aside;
• Understand how to collect and analyze results;
• Put the knowledge acquired into practice by developing your own digital communication plan.
Brief presentation of the class and expectations regarding the course. Approach to the concept of strategic planning and the multiple possibilities of digital communication. Presentation of the basic pillars of good strategic planning in digital communication, including the new dynamics of content creation and curation with the growth of Generative Artificial Intelligence. Presentation of the basic pillars of good strategic planning in digital communication.
Concept and relevance. Approach to some tools that facilitate good diagnostic analysis and market research. Practical exercises on the analysis of the current digital communication scenario of your business/project or the institution you work for.
Who do we want to talk to? How can we understand who your customer/audience/community is? What do the people who follow your business or project have in common? Presentation of tools for creating personas and mapping the customer journey.
Defining branding and key elements of a strong brand. Developing objectives, challenges and goals, and key performance indicators. Mapping priorities. Developing strategies and action plans. Presenting planning frameworks and prompts for creating planning with AI support.
Creation of editorial calendar and execution schedules. Presentation of tools for organizing and automating content creation and distribution processes, including AI tools. Demonstration of the importance of monitoring and measurement in reports. Use of Artificial Intelligence for data analysis. Reassessment.
Sharing of plans developed throughout the course, with exchange of ideas and suggestions among participants. Course evaluation.
Ana Possas is a journalist, with a postgraduate degree in Strategic Communication and an MBA in Entrepreneurial Management in Digital Marketing. She has a master's degree in Culture and Communication from the University of Lisbon, with an emphasis on Trend Studies, and has recently dedicated herself to studies on Artificial Intelligence.
She works as a consultant and mentor in communication and marketing for individuals and businesses, with over 50 clients in her portfolio, in addition to being a course trainer in the area. She has over 18 years of professional experience and several authorial projects. Among the most recent are the creation of the interview podcast Ouvidorama and the writing of a biweekly newsletter under her name, where she shares texts about life between individuals and legal entities.
The course will take place on Wednesdays from 19:00 pm to 21:30 pm. The class days are:
Classes are held via video conference, in real time, and are recorded for consultation, remaining available up to a week after the last class. Sharing experiences between trainers and students is the main focus of Academia Gerador, thus valuing participatory learning adapted to each case.
It is important to read the entire Regulation in detail. to understand how everything works.
Creating a persona + customer journey. Worth 20% of the final grade.
Quality of the final work presented (creativity and completion of the project). Worth 40% of the final grade.
The student's ability to intervene positively, valuing proactivity. Worth 20% of the final grade.
Ability to find original solutions to challenges. Worth 20% of the final grade.
Become Member or Monthly Subscriber of Gerador to access a fixed discount of €15 on the total registration fee.
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if you enroll simultaneously in two courses in the same area you can enjoy 10% discount.
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