I. General Information

1. Course Title:
Online Content

2. Course Prefix & Number:
VPRO 2114

3. Course Credits and Contact Hours:

Credits: 3

Lecture Hours: 2

Lab Hours: 2

4. Course Description:

Students will learn to host and manage multiple social media and web sites. They will gain an understanding of the types of content, with an emphasis on creating current, recurring content designed to attract an audience to an organization’s messaging. Website management will be explored as an alternative to social media. Students will work with multiple video formats for all web-based delivery and create a plan to keep an active social media presence. Students will learn to interpret social media feedback to improve future results. In addition, they will evaluate online advertising methods to enhance an organization’s presence in their market.

5. Placement Tests Required:

Accuplacer (specify test):

No placement tests required

Score:

6. Prerequisite Courses:

9. Co-requisite Courses:

There are no corequisites for this course.

II. Transfer and Articulation

1. Course Equivalency - similar course from other regional institutions:

Bemidji State University: MASC 3600, Social Media Marketing
Lake Superior College: Media Studies Diploma, MCOM 1428, Interactive Media Production
St. Cloud State University: MCOM 370, Social Media Communication
Century College: Online Video Content Creator, Certificate

3. Prior Learning - the following prior learning methods are acceptable for this course:

• Advanced Standing
• Military Experience
• Specialty Schools
• Demonstration

III. Course Purpose

1. Program-Applicable Courses – This course is required for the following program(s):

Videography Production, AAS
Videography Production, Diploma
Social Media Content, Diploma
Master Video Producer, Diploma

IV. Learning Outcomes

1. College-Wide Outcomes

College-Wide Outcomes/Competencies	Students will be able to:
Demonstrate written communication skills	Write copy for social media posts and vlogs.
Analyze and follow a sequence of operations	Create, post, track and analyze a social media ad.
Utilize appropriate technology	Manage a corporate social media site.

2. Course Specific Outcomes - Students will be able to achieve the following measurable goals upon completion of the course:

• Recognize what constitutes online content; 
• Create content strategies for Youtube, Twitter, Instagram, Facebook, bogs/vlogs;
• Determine video formats for web-based visuals;
• Repackage media to various social media sites;
• Develop effective social media ads;
• Add content to websites;
• Edit website pages;
• Interpret feedback and predictive analytics;
• Measure success in social media;
• Improve outcomes in social media; and
• Communicate with clients via social media.

V. Topical Outline

Listed below are major areas of content typically covered in this course.

1. Lecture Sessions

1. Unit 1,  (2-weeks)  What is Content? 
• Who’s job is it to create it? 
• Earned media 
• Shared media 
• Paid media 
• Owned media
2. Unit 2, (3-weeks) Content creation tools
• Video Cameras 
• Audio recorders 
• Still photography 
• Computer-generated graphics 
• Events/moments 
• Streaming 
3. Unit 3,  (3-weeks)  Preparing/editing content 
• Creating posts, vlogs, messages and website content 
• Video and photo formats for web-based visuals. 
• Repackaging media to various social media sites. 
• Writing captions, descriptions, slogans 
• Customer service
4. Unit 4,  (4-weeks)   Running a campaign 
• Identifying customer base 
• Customer behaviors 
• predictive analytics  
• Campaign strategy development 
• Implementation 
• Posts to all platforms 
• Events/streaming/live/premieres 
• Product releases 
• Biographies/milestones 
• Creating ads 
• Purchasing ads 
5. Unit 5,  (2-weeks)  Analytics 
• Gathering data 
• Analysis of data 
• Interpreting data 
• Action plan 
• Understanding SEO. 
6. Unit 6,  (2-weeks)  Managing Websit
• Cross-marketing all messaging through website
• Communicating important information through website
• Adding videos, stills, graphics, blogs, Vlogs

2. Laboratory/Studio Sessions

Lab 1: taking control of content for your organization 

Lab 2: Identifying potential content opportunities 

Lab 3: Video-based content 

Lab 4: Photography-based content 

Lab 5: Graphical-based content 

Lab 6: Event-based content 

Lab 7: Streaming, live posts 

Lab 8:  Using archived content 

Lab 9: (Group project) Create a campaign 

Lab 10:  Premise, creative concept, treatment, writing copy 

Lab 11: Posting to platforms 

Lab 12: Repurposing posts 

Lab 13: Summary of campaign 

Lab 14: adapting results to new campaign 

Lab 15: Incorporating messaging into website and emails