N_MV 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
Mgr. Alexandr Guha
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
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
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
1. Introduction to the Course 2. Transformation of Video Content Length (Music Videos, from MTV to TikTok) 3. Distribution: From Linear to VOD (Series Creation, Reality Shows, Miniseries) 4. Monetization (Product Placement, Sponsorship, Paywall) 5. Video Advertising (From Commercials to User-Generated Content) 6. Manipulation (Aspects of Political Video Marketing) 7. Impact of Media Outputs (Awards and Ceremonies) 8. Viralization and Organic Reach (Challenges, Fake News) 9. Development of Audiovisual Formats (From Talk-Shows to Podcasts) 10.Legislative Restrictions (Alcohol and Tobacco) 11.Specific Areas of Video Content (Content for Children, Food, Travel, etc.) 12.Summary and Conclusion
Literature
    required literature
  • SPITZER, M. (2014): Digitální demence. Brno: Host
  • DEUZE, M. (2015): Život v médiích. Praha: Karolinum
    recommended literature
  • POSTMAN, N. (1999): Ubavit se k smrti. Praha: Mladá fronta
  • SHIFMAN, L. (2014) Memes in Digital Culture. Cambridge, MA: MIT Press.
Teaching methods
Interactive video analysis, simulations, group role-playing, peer-to-peer learning
Assessment methods
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
Czech
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/N_MV