Digital Communication and Artificial Intelligence (AI)

The Digital Communication and Artificial Intelligence (AI) course is a compulsory subject within the Specialised Professional Knowledge. The course provides students with foundational and up-to-date knowledge about the characteristics, trends, and key tools shaping the modern digital communication landscape, where traditional media, social networks, digital technologies, and artificial intelligence increasingly intersect and evolve. In terms of content, the course introduces the concepts, scope, and distinctions between traditional and digital communication, as well as digital platforms and tools used in media practices. It also covers multimedia communication components and strategies, social media management and crisis communication, user data analysis, and, most notably, the applications of artificial intelligence in communication. In terms of skills, the course develops students’ ability to design, produce, and optimise digital content across multiple platforms; plan and operate integrated communication campaigns; and use digital tools and AI technologies effectively, creatively, and responsibly. Students also enhance their critical thinking, teamwork, project management, and data analysis skills to meet the demands of a dynamic media environment. With regard to the affective domain, the course encourages adaptability, creativity, and responsible teamwork in digital communication settings. It also strengthens learners’ independence, ethical awareness, and ability to present and justify reasoned arguments.