N_MV Video Content Management

University of Finance and Administration
Summer 2027
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: Mgr. Petra Dovhunová
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

  • 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
    • 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  by prior arrangement via email. .

    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, Summer 2026.
    • Enrolment Statistics (recent)
    • Permalink: https://is.vsfs.cz/course/vsfs/summer2027/N_MV