NA_VCM Video Content Management

University of Finance and Administration
Summer 2026
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Guaranteed by
doc. Giuseppe Maiello, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Bc. Kateřina Konupková
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives (in Czech)
The course will familiarize students with key aspects of commissioning, managing, and controlling video content in the media ecosystem. The main focus will be on presenting specific videos and topics that illustrate the evolution of video content. Students will become acquainted with milestones that have shaped media space development, as well as with current trends, providing them with a broader context for understanding the social and cultural impacts of video content. Special attention will be given to the specifics of commercial and marketing messages and their legislative framework.
Learning outcomes (in Czech)
Graduates of the course will be able to apply their knowledge to fields related to the creation, management, and distribution of video content in both digital and traditional media environments. Graduates will be able to: - Apply business, marketing, legal, and ethical principles in managing video content. - Evaluate, analyze, and optimize video content across different media environments. - Consider the social and cultural consequences of creating and distributing video content.
Syllabus (in Czech)
1. Úvod do předmětu 2. Transformace délky videoobsahu (videoklipy, od MTV k TiktToku) 3. Distribuce: Od lineáru po VOD (seriálová tvorba, reality shows, minisérie) 4. Monetizace (product placement, sponzoring, paywall) 5. Videoreklama (od spotu po ugc) 6. Manipulace (aspekty politického videomarketingu) 7. Vliv mediálních výstupů (ceny a ceremonie) 8. Viralizace a organické dosahy (challenge, fake news) 9. Vývoj audiovizuálního formátu (od talk-shows po podcasty) 10. Legislativní restrikce (alkohol a tabák) 11. Specifické oblasti videocontentu (tvorba pro děti, gastro, travel…) 12. Shrnutí a závěr
Literature
    required literature
  • POSTMAN, N. (1999):Amusing Ourselves to Death: Public Discourse in the Age of Show Business, New York: Penguin
  • TIMBERG, B.M. (2002) Television Talk. A History of the TV Talk Show. Austin: University of Texas.
    recommended literature
  • SHIFMAN, L. (2014) Memes in Digital Culture. Cambridge, MA: MIT Press
Teaching methods (in Czech)
Interactive video analysis, simulations, group role-playing, peer-to-peer learning
Assessment methods (in Czech)
To obtain credit, active participation in class (for in-person students) and the completion of an editorial task. ISP students - individual consultancy.
Language of instruction
English
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2026/NA_VCM