Digital Strategy and Social Media
Learn to design digital communication strategies that connect with audiences and create real impact
Madrid
ESP
Summer Course - Introductory Level
Language
Spanish
Start date
July 2026
Frequency
Part-time
Duration
3 Weeks
Credits
90 Hours
Price
Discover the secrets and potential of social media with the skills to successfully manage the online presence of a company or brand.
The Summer Course in Digital Strategy and Social Media will teach you how to think and build digital strategies with a clear strategic approach, combining creativity, content and analysis, guided by industry professionals.
Over three weeks, you will learn how real digital communication strategies are developed — from research and objective setting to content creation and its implementation across social media, platforms and campaigns.
You will work on a hands-on project, developing a complete digital campaign in which you will define the concept, narrative, content plan and visual universe. You will learn how to connect with an audience, position a brand and turn ideas into relevant, impactful content.
Throughout the course, you will gain essential skills and tools used in today’s digital landscape, including strategic planning, social media management, influencer collaboration, SEO and SEM, and data analysis for decision-making. You will not only learn how to use these tools, but also understand when, why and how to apply them within a coherent strategy.
You will work in multidisciplinary teams, simulating real professional environments, where you will learn to collaborate, share ideas and develop strategic proposals together. Throughout the process, you will be supported by tutors who are active professionals, providing guidance, critical insight and helping you make informed decisions, while introducing you to real industry standards and methodologies.
By the end of the course, you will have developed a comprehensive understanding of the digital ecosystem and leave with a solid foundation in how brands communicate today — along with practical tools and your own campaign, demonstrating your ability to think strategically, design effectively and connect within today’s digital context.
This programme is taught at IED Madrid Design District - Carabanchel.
Summer Courses 2023
Information to decide
In this course you’ll acquire the basic know-how you need to design a successful digital communication strategy, considering every possible facet of the field (analytical, practical and professional).
You will follow a project-based methodology that enables you to develop a complete communication campaign, from initial concept through to multi-channel execution and final presentation.
The course is structured around three core areas — conceptualisation and briefing, strategy and planning, and creative development and visual execution — which are developed in an interconnected way. Throughout the programme, you will work across these areas simultaneously, building a 360° understanding of the process: shaping strategy, defining content and designing its visual expression as part of a unified system.
You will learn to move between analysis, decision-making and execution, understanding how each stage influences the others. You will work through research, idea development, testing and refining proposals based on context, audience and objectives.
The course adopts a practical and participatory approach, combining theoretical sessions with workshops, real case studies and applied exercises. Learning is iterative, with continuous reviews, group feedback and tutor guidance, culminating in the final presentation of your project.
This course is aimed at individuals interested in strategy, content and the digital landscape who want to understand how brands communicate today.
If you are interested in social media, digital culture and new forms of communication — and want to go beyond intuitive use to develop strategic thinking — this course is for you.
Students in the final stages of degrees in marketing, communication or PR will find this course an ideal stepping stone to approach digital strategy from a practical, hands-on perspective.
It is also particularly relevant for working professionals or content creators — such as bloggers and social media users — who want to update their knowledge and acquire tools to apply more strategically.
The programme is designed to support the development of a professional profile as a digital communication specialist, capable of designing, developing and managing strategic initiatives in the online environment.
Because it will allow you to understand digital communication from a strategic and applied perspective, going beyond the intuitive use of social media and digital tools.
Throughout the course, you will work on a real project, developing a complete campaign in which you will integrate research, objective setting, narrative, content and multi-channel execution. You will learn to make informed decisions by combining creativity, analysis and a strong understanding of the digital landscape.
You will work in multidisciplinary teams, simulating real professional dynamics, and be guided by lecturers who are active industry professionals, offering direct insight into the sector.
In addition, you will build a solid foundation in key areas such as content planning, influencer collaboration, SEO, SEM and data analysis, while developing your own project to include in your portfolio — helping you take a significant step forward in your professional development.
You will study in the heart of Madrid’s design and art district, Carabanchel — a dynamic and constantly evolving creative environment where design studios, cultural spaces, workshops and independent projects coexist. This ecosystem turns the campus into a hub for experimentation, exchange and collaboration with industry professionals. Studying in the Design District means becoming an active part of a real creative community, closely connected to the city’s cultural and professional scene.
Syllabus
The course is structured around the development of a complete communication campaign, approached from a holistic perspective that integrates strategy, content and visual language. Throughout the programme, you will work across different areas simultaneously, understanding how they interconnect to create coherent and effective proposals in the digital environment.
Conceptualisation and Briefing
In this block, you will learn to build the strategic foundation of the project. You will work on research processes and insight generation, gaining an understanding of brand context and positioning. You will explore purpose-driven marketing and objective setting, as well as client communication and relationship management, developing a strong briefing that underpins the entire project.
Digital Strategy, Digital Marketing and Strategic Planning
You will develop the strategic framework of the campaign, working across the digital ecosystem as a whole. You will learn to use websites and blogs as key platforms, manage social media channels, collaborate with PR and influencers, and apply social listening and analytics tools. You will also be introduced to SEO and SEM fundamentals, along with Google Analytics, enabling you to make data-driven decisions and optimise your strategy.
Visual Application and Creative Development
In this block, you will translate strategy into content and visual language. You will develop the campaign’s visual universe, applying creativity and ideation techniques to generate relevant concepts. You will design proposals for digital communication and advertising, as well as potential offline extensions of the campaign, ensuring consistency between concept, narrative and execution.
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