Information and artificial intelligence

Learning objectives

Students will acquire entry-level skills to develop an Instagram content strategy for personal brands, using artificial intelligence tools such as ChatGPT and other applications. They will learn how to define brand positioning, identify target audiences, create buyer personas, develop the basics of a visual brand identity, build content, and use automation and basic metrics to optimize the strategy.

Expected learning outcomes

At the end of the course, students will have gained a basic understanding of how to use ChatGPT and artificial intelligence tools to support content creation on Instagram, define the fundamental elements of personal brand positioning, and develop visual and textual content. Additionally, they will be introduced to automation techniques and metric tracking for the strategic management of engagement and content.

Course content

- Introduction to ChatGPT
The course begins with an introduction to using ChatGPT, an artificial intelligence tool that can facilitate content creation for a personal brand on Instagram. Students will explore how AI can support basic activities related to digital marketing, without replacing human creativity and strategy. The fundamental principles for creating effective prompts, useful for obtaining clear and precise results, will be covered.

Note: The use of ChatGPT and other AI applications is integrated throughout the program, even if not explicitly stated.

- Brand Positioning & Identity
Students will learn the basics of defining a personal brand profile, focusing on key elements to outline its objectives and target audience. Concepts such as creating buyer personas and conducting a SWOT analysis will be introduced, providing a simple yet solid understanding of market opportunities and challenges. Brand identity will be covered at an introductory level, offering insights into how to choose colors, fonts, and visual elements to represent a consistent brand.

- Content Strategies & Editorial Plan
In this phase, students will learn how to develop a content strategy. They will be guided in defining content objectives, learning to identify audience needs and structure content into clear and manageable "content pillars." By exploring the creation of an editorial plan, students will learn how to organize content publication in an orderly and sustainable way.

- Content Creation
Students will experiment with the main Instagram formats (reels, stories, carousels) in a hands-on way. The focus will be on basic aspects of creating content that can generate engagement, with an introduction to content design.

- Automation & Metrics
This section will introduce students to the basic concepts of automation, particularly focusing on direct messages (DMs) to facilitate communication with the audience. The fundamental concepts of metric tracking will also be introduced, allowing students to understand how to analyze performance data simply and apply strategic adjustments as needed.

Prerequisites

- A good ability to work in a team is essential for the development of collaborative projects during the course. Additionally, attention, focus, and active participation in lessons are required, along with the ability to take systematic, organized, and orderly notes.

- Basic familiarity with Instagram and Canva as users is required. Students should have an Instagram account (it doesn't need to be public), a Canva account (the free version is sufficient), and a ChatGPT account (the free version is sufficient, though a subscription to the Pro version is recommended during the lessons and while working on the presentation to fully experience the tool's potential).

- Students must have both a smartphone and a computer, at home and in class, to successfully carry out practical activities.

Bibliography

1. Slides
Slide are available as handouts.

2. Notes
Students are required to take notes systematically, organizing them neatly and accurately, along with the exercises conducted in class. The notes should be studied in conjunction with the slides provided by the Professor.

3. Books
Books on social networks and artificial intelligence risk becoming outdated just a few months after their publication. However, the Professor reserves the right to suggest any titles based on the project needs that may arise during the lessons.

Assessment methods and criteria

The exam grade will be determined by the following factors:

- Active and relevant participation during lessons, the ability to work collaboratively and constructively within various groups, and consistent attendance.

- An individual written test in a multiple-choice format will focus on the material covered in class (PDF slides, personal notes, as well as any online publications and/or books provided during the course). The test will be administered on the penultimate day of class.

- A group project will be structured as follows: each group will select a fictitious profession and develop a "Content Strategy – Instagram edition" using the AI tools explored and tested during the course. The composition of the working groups and the chosen profession will be agreed upon with the Professor within the first two weeks of the course. The final project must be presented in a minimum of 25 slides and a maximum of 50. A presentation template will be provided by the Professor, and students are required to have an active Canva account (the free version is sufficient). The presentation must be developed both during class time dedicated to practice (the afternoon lessons) and during home study hours, and must be submitted in its final version by a deadline that will be communicated during the lessons. On the last day of class, there will be a mandatory session where each group will briefly present their project draft to the Professor and the class.