Video Production for Branding (4 Credits)

Learning Outcomes:

On successful completion of this course, students will be able to: LO1 – Understand Students will be able to explain the fundamental concepts of video production and branding, including narrative structure, visual identity, and audience engagement strategies.; LO2 – Demonstrate Students will be able to demonstrate basic video content that aligns with a brand’s identity and effectively communicates key messages to a target audience using appropriate storytelling techniques an; LO3 – Analyze Students will be able to analyze and evaluate branded video content by identifying production elements, message effectiveness, and audience impact to inform future creative decisions.

Topics:

1.  Introduction to Video Marketing;
2. Why Video Works: Emotion & Strategy;
3. Understanding Audience & Personas;
4. Content Types: Hero, Hub, Help, Go;
5. Strategic Planning for Video Campaigns;
6. Storytelling & the EFA! Method;
7. Emotional Storytelling Analysis;
8. Visual Language in Video Branding;
9. Scriptwriting & Messaging;
10. Live video: online events and webinars;
11. Editing & Post-Production;
12. Activation and Distribution;
13. Measuring Campaign Effectiveness.