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Digital Media Production

IMC 643

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
Creative Director
Digital Content Manager
Digital Production Manager
Advertising Coordinator, Specialist or Manager
Digital Advertising Manager
Account Manager
Marketing Coordinator, Specialist or Manager
Communications Manager
Media Coordinator, Specialist or Manager
Interactive Media Planner
Online Advertising Coordinator, Specialist or Manager
Media Planner
Video Producer

Course Description

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, students will be able to:


Week   Chapters Topics
1 Digital Video Secrets
 Chapters 12 & 1
Getting Started—Hardware & Software
2 Web Resources & 
Audacity Tutorials 
Audio Production Basics & Podcasting
3 Digital Video Secrets
 Chapter 14 
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
Chapter 2 
It’s a Wrap. Future Video Trends 

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subjec t to change without notice.