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If Artificial Intelligence can already generate a digital communication plan in seconds, what steps still depend on me for that plan to actually work? In this 15-hour course led by Ana Possas, a communication and marketing consultant, you will have access to the step-by-step methodology for strategic planning in digital communication, created and refined during her more than 19 years of experience in the field. You will understand where AI can accelerate your process and where your intention and critical thinking need to continue to guide every decision, from identifying objectives to implementation and measuring results. Furthermore, you will have the opportunity to create your own communication plan throughout the course, whether for the institution where you work or for your business or project.
Ana Possas
Online, 15h, in Portuguese
September 14th to October 26th, 2026
195 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;
• To recognize, at each stage of planning, what requires strategic guidance from decision-makers and what can be supported by Artificial Intelligence in the execution phase.
• 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. Discussion of the concept of strategic planning and the possibilities of digital communication in a scenario where Generative Artificial Intelligence is already part of the routine of content creation and curation. Presentation of the basic pillars of good strategic planning in digital communication.
Concept and relevance. An approach to some tools that facilitate good diagnostic analysis and market research, including the support of AI in this phase. Practical exercises on analyzing the current digital communication landscape 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, goals, and key performance indicators. Mapping priorities. Developing strategies and action plans. Presenting planning frameworks and prompts to generate drafts with AI support, focusing on how to evaluate, adjust, and decide based on AI-provided information.
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 Mondays 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.
If you already are click here to log in and the discount will be automatically applied in the online store. If you do not have an account, fill out the form with the email associated with your subscription.
if you enroll simultaneously in two courses in the same area you can enjoy 10% discount.
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