Pilot Courses, Learning Environment Pilots

Universitat Politècnica de València (Polytechnic University of Valencia) – PILOT COURSES

All pilot studies were conducted as part of the SUMED project - Sustainable Multidimensional Media contents (educational project implemented under the Erasmus+ Programme).

Priority/measure: Cooperation partnerships in higher education: 2022-1- PL01-KA220-HED-000089133.

1. Cultural and Educational Communication and Dissemination

Lecturer: Jorge Serrano, Digital Humanities Master, Universitat Politècnica de València

Director of the Master of Digital Humanities, Department of Audiovisual Communication, Documentation and Art History, Universitat Politècnica de València, is also Lecturer in several objects, such as Cultural Communication and Diffusion in the Master’s degree in Digital Humanities (MUHD), Digital Marketing within the Design and Creative Technology Bachelor´s degree, in the Master’s degree in Social Media and Corporate Communication on the Valencia campus, and the Master’s degree in Transmedia Communication on the Gandia Campus.

Course Name: Cultural and Educational Communication and Dissemination

Study Unit: Digital Humanities

Number of hours and ECTS credits: 45 hours

2025/2025 academic year:  from September 2024 to June 2025

Number of participants: 15 students of master’s degree in digital Humanities

Language of Instruction: Spanish

Aim:

The course covers digital communication and dissemination strategies and techniques especially focused on cultural and educational industries, as well as public services of a cultural nature. Within it, focusing on Sustainability in Communication, students will gain a deep understanding of the pivotal role of communication in the management of institutional transparency, within the framework of corporate communication management. This knowledge reinforces the importance of the Director of Social Responsibility as a growing field of work, highlighting the potential of this new function and how to respond to the demands of the SDGs and Agenda 2030, as well as the most recent European regulations on transparency and sustainability reporting. This emphasis on their role in sustainability management makes students feel valued and integral to the process.

Didactic Methods:

The teaching method for this unit of study includes a combination of lectures and practical tasks, in groups and individually. The subject studies the phases, channels and digital communication techniques necessary to disseminate a corporate cultural brand, and/or for scientific and cultural dissemination in general. Effective communication activities will be practiced in different channels, according to the characteristics of the users and potential audience.

Likewise, they will be scheduled:

- Seminars or Webinars with professionals who are experts in sustainability and communication, offering students a broader overview of the labor field, as well as how to approach sustainability in companies and institutions.

- Workshops on the development of digital communication strategies to strengthen sustainability in companies and institutions.

- Visits and tours of companies and institutions with consolidated sustainability programs to understand, on campus, how to increase environmental awareness, rational consumption, and sustainable communication strategies.

The evaluation consists of different evaluative acts:

- Project: 40% A communication/dissemination/marketing project or challenge will be undertaken as a group.

- Observation: 10% Students will carry out observation work for qualitative/quantitative analysis.

- Evaluation with participation of the student body: 10% The student body will participate in the evaluation of other classmates, to simulate the role of their future client in the world of Communication.

- Laboratory/field/computer science/classroom practical test: 20% Different practical tests will be worked on in relation to the subject.

Scope of Classes:

• Fundamentals of Communication and Cultural Diffusion: Theories and communication models applied to cultural industries.
• Communication and dissemination strategies in libraries, museums, foundations and other cultural spaces.
• Digital Technologies and Media: use of digital platforms and social networks for cultural promotion, Digital tools for the creation, management and distribution of cultural content.
• Cultural Marketing and Strategic Communication: Marketing techniques applied to the cultural field; design of communication strategies to attract and retain audiences.
• Sustainability in Communication: Concepts of sustainability and their integration in cultural communication; sustainable practices in the management of cultural events and activities (efficient use of resources, waste reduction, etc.). Development of communication strategies that promote sustainability and social responsibility.
• Inclusion and Accessibility: design of inclusive and accessible strategies in cultural communication. Promotion of diversity and inclusion in cultural programming and dissemination.
• Evaluation and Measurement of Impact: methods and tools to evaluate the effectiveness of communication strategies. Analysis of the social and cultural impact of dissemination actions.

Educational Outcomes:

Knowledge:

• The main objective is for students to be able to design and propose a dissemination, communication and digital marketing campaign to make visible the results of cultural and/or scientific projects or products.
• Learn to disseminate results of scientific research specific to the humanities,
• Know how to disseminate or help communicate educational processes carried out by students in class, through educational innovation tools.
• Understand the processes to obtain users or clients for brands and/or entities of cultural industries, associations, foundations, museums, libraries, schools, institutes, and a long etcetera.
• Determine the processes, principles and channels of communication and digital marketing in the cultural field.
• Propose creative solutions to satisfactorily respond to real needs and problems of society.

Skills:

• Ability to design and execute sustainable communication plans that align institutional objectives with the needs of the public and minimize environmental impact.
• Audience Segmentation: Techniques to identify and segment specific audiences for more effective and personalized communication.
• Use of Digital Tools: Social Network Management for the promotion and dissemination of cultural activities.
• Digital Marketing: Use of tools such as Google Analytics, SEO (search engine optimization) and SMO (social media marketing) to increase online visibility in a responsible manner.
• Creation of Digital Content for Communication, through Writing, Editing and use of Generative Artificial Intelligence.
• Use of metrics and analysis tools to evaluate the impact of communication campaigns and implement feedback systems to continually improve communication strategies based on public feedback and the results obtained, ensuring that sustainable practices are maintained.

Social Competences:

• Creative Thinking: Promotion of creativity to develop innovative and sustainable communication campaigns that capture the attention and interest of the public.
• Problem Solving: Ability to identify and resolve communication problems in an effective, creative and sustainable way, also to resolve conflicts constructively, finding solutions that satisfy all parties involved.
• Understanding Diverse Perspectives: Ability to understand and respect the opinions and feelings of others, both within the team and in the institution in general.
• Cultural Sensitivity: Recognize and value cultural and thought differences, adapting your approach according to the needs and sensitivities of each individual or group.
• Foster Collaboration: how to promote a collaborative work environment where everyone's contributions are valued and teamwork toward common goals is encouraged.
• Stress Management: Ability to remain calm and effective under pressure, especially when faced with significant resistance or challenges.
• Critical Thinking and Problem Solving: analysis of complex situations and evaluation of different perspectives to make informed and strategic decisions.

Attachments:

• Case studies.
• Educational materials.

2. Communication and Cultural Management as a Profession

Lecturer: Nuria Lloret, Cultural Management Master, Universitat Politècnica de València

Professor at the Polytechnic University of Valencia in Electronic Administration. She is director of the CALSI research group, belonging to the Institute of Design and Manufacturing (IDF) of the (UPV) and member of the governing council of the Institute. She belongs to the interdisciplinary research group of the University of Granada, PAI-TIC group. She has been a visiting professor at New York University for several years and has directed various research projects at the national level and European programs. She is also an expert evaluator for the European Union.

Course Name: Communication and Cultural Management as a Profession

Study Unit: Culture Management

Number of hours and ECTS credits: 50 hours

2025/2025 academic year:  from September 2024 to June 2025

Number of participants: 30 students of Master´s degree in Cultural Management

Language of Instruction: Spanish

Aim:

This course will examine operational management models for cultural plurality within the democratic society of the 21st century. It will cover professional, social, and political aspects in the context of globalization, alongside the implementation of technological transformation in cultural management and its impact on the professionals involved. The definition of culture will be explored as an operational framework for services assisting cultural resources, including sustainable communication practices. The course will also address the development of cultural policies and their influence on the methods of intervention employed by cultural managers in contemporary societies, integrating technology and sustainability.

Didactic Methods:

• Interactive lectures: These will provide foundational knowledge on operational management models, cultural plurality, globalization, and technological transformation in cultural management. Lectures will be interactive, encouraging student participation through questions and discussions.
• Guest Seminars: Industry experts and academics will be invited to give seminars on specific topics, such as sustainable communication practices and the latest developments in cultural policy.
• Case Studies: Real-world Examples from various cultural institutions to understand the practical application of theories discussed in lectures.
• Group Discussions: Students will work in groups to discuss and present their insights on the case studies, fostering collaborative learning and critical thinking.
• Hands-on workshops will be conducted to develop practical skills in areas such as digital tools for cultural management, sustainable communication strategies, and policy development.
• Problem-solving Sessions: students will tackle real-world challenges faced by cultural managers, especially those related to sustainability and technology integration.
• Analysis of professional activities in the field of cultural management, from the point of view of the application or not of the principles governing current cultural policy (participation, respect for cultural diversity, sustainability, etc.)
• Active participation in the classes will be valued and the knowledge acquired will be evaluated in a final theoretical-practical test.

Scope of Classes:

• An operational definition of culture
• How to intervene in the mass society towards creativity? What is Design Thinking. How to apply Design Thinking in cultural management
• Development workshop in a cultural project
• Professional, social and political aspects in the globalization process and challenges of cultural management for the 21st century
• Exploring a case study, the Bandas de Música associations
• Cultural enterprises and creative industries
• Cultural plurality in democratic society
• Ethical training of the cultural manager: deontology and social intervention from the areas of culture in the service to society
• Corporate Social Responsibility in Cultural Management and Cultural Communication.

Educational Outcomes:

Knowledge:

• Comprehensive Knowledge of Operational Models: Students will gain an in-depth understanding of various operational management models used in cultural institutions, including museums, libraries, and galleries.
• Development and Implementation of Cultural Policies: They will learn how to develop and implement cultural policies that are responsive to global trends and local needs, fostering cultural diversity and inclusion.
• They will explore innovative technological practices that enhance cultural management and communication, such as virtual exhibitions, online collections, and digital archiving.
• Principles of Sustainable Communication: Students will understand the principles of sustainable communication, learning how to create and promote messages that support environmental, social, and economic sustainability.
• Professional Aspects: Students will understand the professional landscape of cultural management, including career paths, skills required, and professional ethics.

Skills:

• Technological Transformation in Cultural Management: Digital Tools and Platforms for managing cultural resources, including content management systems (CMS), social media, and digital marketing.
• Strategies for Effective Communication: They will learn how to develop and implement effective communication strategies that engage diverse audiences and promote cultural initiatives.
• Use of Media and Technology: Students will understand the role of different media and technologies in cultural communication, learning how to leverage these tools to reach broader audiences and enhance cultural engagement.
• Metrics and Evaluation Methods: Students will be able to use different methods and metrics for evaluating the impact of cultural management and communication strategies.
• Impact Assessment: They will learn how to assess the social, cultural, and environmental impact of their initiatives, ensuring continuous improvement and alignment with sustainability goals.
• Critical Analysis: They will learn how to critically analyze cultural policies, management practices, and communication strategies, identifying strengths, weaknesses, and opportunities for improvement.

Social Competences:

• Intercultural Awareness and Sensitivity, to develop the ability to interact sensitively and respectfully with individuals from diverse cultural backgrounds, adapting their communication styles to various cultural contexts.
• Teamwork and Collaboration: will learn to work effectively as part of a team, leveraging the strengths and skills of each team member to achieve common goals. Also, they will develop strategies for resolving conflicts constructively, ensuring that diverse opinions and perspectives are valued and integrated into decision-making processes.
• Students will improve their verbal and written communication skills, learning to convey ideas clearly and persuasively to different audiences, through active Listening.
• They will develop the ability to build and maintain professional networks, establishing connections with peers, industry professionals, and stakeholders.
• Finally, will learn how to engage effectively with various community groups, understanding their cultural contexts and fostering inclusive participation.

Attachments:

• Case studies.
• Educational materials.