NA_VCM Video Content Management

University of Finance and Administration
Summer 2025
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
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: Bc. Kateřina Konupková
Timetable of Seminar Groups
NA_VCM/cNCPH: Wed 12:15–12:59 E000MM, Wed 13:00–13:45 E000MM, except Wed 12. 2., except Wed 26. 2. ; and Wed 5. 3. 14:00–15:30 E000MM, Wed 12. 3. 14:00–15:30 E000MM, 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 of Video Content Length Distribution: From Linear to VOD Monetization and Product Placement Video Advertising Aspects of Political Video Marketing Impact of Media Outputs: Awards and Ceremonies Viralization and Organic Reach Legislative Restrictions Specific Areas of Video Content Summary and Conclusion
Literature
    recommended literature
  • POSTMAN, N. (1999):Amusing Ourselves to Death: Public Discourse in the Age of Show Business, New York: Penguin
  • SHIFMAN, L. (2014) Memes in Digital Culture. Cambridge, MA: MIT Press
  • TIMBERG, B.M. (2002) Television Talk. A History of the TV Talk Show. Austin: University of Texas.
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 2026.
  • Enrolment Statistics (Summer 2025, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2025/NA_VCM