IMC 643DIGITAL MEDIA PRODUCTION
What is the most exciting part of this elective?
Today we are all content producers. We shoot videos on our mobile phones wherever we may be. Film used to be a very expensive format—a Hollywood exclusive, requiring big ideas and big budgets. The price point of digital cameras has lowered the barrier to entry of this medium. YouTube created a free distribution system for videos. An estimated 1 million videos are uploaded to YouTube everyday. Now we take it for granted that websites, Facebook, e-newsletters, etc. have videos embedded in them. We stream videos on our computer, TV and mobile device. The way we create and consume digital content continues to evolve.
Marketers are taking advantage of this new mediascape and creating different types of digital video for online marketing shorts, viral videos and webisodes. Big brands use digital video in very creative ways for promotion and marketing. Red Bull Stratos sponsored daredevil Felix Baumgartner’s space jump and we saw it all live via cameras in his capsule and helmut. The videos on YouTube had over 8 million views.
What skills will someone take away from this course that can be applied to their career?
As marketers, it’s important to understand the basics of digital and audio production. Digital videos are more likely to be spread on Facebook than simple content. Embedding a video on a website or blog helps jump it up in search engine rankings. Viral videos can help build brand equity.
In this course, students learn by doing. It’s very hands-on. Students learn the basics of scripting, storyboarding, shooting, editing and production. They receive lots of feedback from the instructor and their fellow classmates. For their final project, students create a short 2-3 minute video promoting a brand or company of their choice. Students have created final project videos that they’ve gone on to use at conferences, upload to their blogs and submit to video contests. The course also dives into how to effectively integrate digital video into social media marketing campaigns.
What careers/job titles might require skills from this course?
Social Media Coordinator, Specialist or Manager
Digital Content Manager
Digital Production Manager
Advertising Coordinator, Specialist or Manager
Digital Advertising Manager
Marketing Coordinator, Specialist or Manager
Media Coordinator, Specialist or Manager
Interactive Media Planner
Online Advertising Coordinator, Specialist or Manager
Introduces the technical and conceptual skills needed to create and add videos
into integrated marketing campaigns. Covers the basics of selecting the best
hardware and software for video projects. Students gain hands-on experience in
shooting and producing engaging videos.
Course Learning Objectives
Upon successful completion of IMC 643, you will:
- Examine the history of filmmaking, digital video and YouTube.
- Learn the basic characteristics of viral videos.
- Explore the cutting edge of vlogging, video newsletters and other uses for video in marketing.
- Determine the best cameras and software for audio and digital production.
- Learn the basics of digital audio production for podcasts, web and video.
- Understand the elements of framing, lighting and shooting for producing successful digital videos.
- Develop basic video editing skills including splitting, transitions, titles and more.
- Produce an original short marketing video using digital production, audio integration and editing techniques learned in class.
- Upload an original short video to blogs and YouTube.
Week Chapters Topics 1 Digital Video Secrets
Chapters 12 + 1
Getting Started—Hardware + Software
2 Web Resources +
Audio Production Basics + Podcasting
3 Digital Video Secrets
Introduction to Viral Video + YouTube Trends
4 Digital Video Secrets
Chapters 1, 3, 4, 5, 15
Digital Video Shooting Basics
5 Web Resources + Tutorials
Video Software Tutorials
6 Digital Video Secrets
Chapters 7, 8, 9
Digital Video Production + Editing I
7 Digital Video Secrets
Chapters 6, 10, 11
Digital Video Production + Editing II
8 Digital Video Secrets
Review Chapter 15
Group Critique/Peer Review of Working Video
9 Digital Video Secrets
It’s a Wrap. Future Video Trends