NA_VCM Video Content Management

University of Finance and Administration
Summer 2026
Extent and Intensity
0/2/0. 3 credit(s). Recommended Type of Completion: z (credit). Other types of completion: zk (examination).
Teacher(s)
Mgr. Alexandr Guha (seminar tutor)
Guaranteed by
doc. Giuseppe Maiello, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Mgr. Petra Dovhunová
Timetable of Seminar Groups
NA_VCM/cNCPH: each even Wednesday 12:15–12:59 E309, each even Wednesday 13:00–13:45 E309, each even Wednesday 14:00–14:44 E309, each even Wednesday 14:45–15:30 E309, A. Guha
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)

  • Introduction to the course

  • Transformation: from MTV to TikTok
    (changes in video length, format, and modes of consumption)

  • Distribution: from linear broadcasting to VOD
    (serial content, talk shows, podcasts)

  • Formats: from reality shows to the bizarre
    (media experiments, reach, controversies, communication of sensitive content)

  • Monetization: from advertising spots to UGC
    (product placement, sponsorship, regulation)

  • Manipulation: from marketing to fake news
    (political video marketing, virality)

  • Summary and conclusion

    • 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 by prior arrangement via email.

    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, Summer 2027.
    • Enrolment Statistics (Summer 2026, recent)
    • Permalink: https://is.vsfs.cz/course/vsfs/summer2026/NA_VCM