Creating and Producing Institutional and Corporate Videos  (20505)

Degree/study:Advertising and Public Relations
Year: 3er.
Term:2nd

Number of ECTS credits: 4 (2 theoretical and 2 practical credits)

Hours of studi dedication:100 (20 theoretical and 80 practical hours)

Teaching language or languages: mainly Catalan (also Spanish and English if there are foreign students)
Teaching Staff: Manel Jiménez

 

1. Presentation of the subject

 

The course consists of four weekly hours, both theory and practice, in two small groups. Throughout the theoretical sessions we will discuss the basis that will enable students to develop the work of the course.

Based on the concept of branding or corporate image, the sessions will focus on theoretical analysis and reflection about what business/institutional communications and corporate video represent, and also how it contributes to strengthening the company values, with substantial differences regarding consumer advertising. These sessions are structured through a classification of types of corporate videos according to their goals and proceed to deploy different strategies to create and produce audiovisual works according to each case.

In the practical sessions, each group of students will develop two projects:

- A corporate  / business video, lasting 1'30'' (first five weeks of the course)

- A corporate /  business video, lasting 5 '(five weeks of the course)

Companies or institutions chosen for these audiovisual works wil be awarded to each group after the second week of the course. The students will also be aimed to suggest other companies of interest.

As for the assignments of the students, these will be developed as a work in progress; therefore, the practical courses will be conceived as a sort of tutorial sessions where the teacher will lead and direct the projects of the students. This work in progress is composed of several phases:

1. Explanation and planning projects

2. Brainstorming and scriptwriting

3. Production

4. Postproduction

As a practical workshop, he course requires a high participation of students.

 

2. Competences to be attained

 

- To encourage participation in constructing and establishing brand images through the implementation of audiovisual works for internal use.

- To develop the necessary tools to get through the practical creation and production of audiovisual works.

- To reflect on the intrinsic characteristics of each company and / or institution to favor corporate communication strategic plans adapted to their needs.

- To increase, from a theoretical and practical perspective, the technical knowledge that leads to the processes of preproduction, production and postproduction of corporate audiovisual works.

- To learn how to detect and follow the strategies that help to build institutional identity.

- To derive the advertising discourses for consumption, to audiovisual texts that reverse in the company, not in the product.

- To contrast the goals and results of the company / institution with the image that it gives off and to get some adjustment and correspondences.

- To wake up a critical sensibility regarding other audiovisual works related to the corporate or business, to ensure tools for analyzing and applying optimizing measures.

- To encourage students to work on group, as they will do in a production or creative agency.

 

3. Contents

 

UNIT 1. Basis of Corporate and Institutional Video

Definition of the term

Differences between Corporate and Institutional Video

A brief History

Different types of corporate and institutional videos

Constituent elements

Distinguishing features between advertising and corporate video

 

UNIT 2. From concept to script

Managing corporate video

Pre-production phase: Idea and Screenplay

Concepts: Mission, values, goals

Support tools

The literary script

 

UNIT 3. The pre-production process

Pre-production phase: The technical script

Pre-production design

Equipment and human team

Casting

Locations

Permissions

Storyboard

Shooting plan

Prioritization of filming: For light fields for sound fields for availability actors

Preparation for editing video and sound

 

UNIT 4. Production

Production

Planning

Light

Sound

 

UNIT 5. Editing and post production

Resources for organizing postproduction

The rythm through the editing

Voicing over

 

4. Assessment

 

The grading comes essentially from two audiovisual works that the students must create during the course: these two videos respond to real approaches two corporate videos. At the same time, as a work in progress, the small exercises developed throughout the course and the students' progress on them will also have a weight in the assessment.

The percentages of assessment are distributed as follows:

First video	35%
Second video	45%
Assignments throughout the term	10%
Progressive achievement of the skills of the course	10%

 

To pass the course all the works must be done and obtain 50% of its maximum rating on each.

4.1. Remedial assessment

Only the students who did not pass the subject are able to get a remedial assessment. Under no circumstances students who did not do the work are allowed in a remedial examination session.

To overcome the remedial examination the student must submit an institutional video of five minutes, equivalent to the second practice of the subject. The company and technical resources will be agreeded in advance with the teacher.

 

5. Bibliography and teaching resources

5.1. Basic bibliography

CHAVES, Norberto. La imagen corporativa. Teoría y práctica de la identificación institucional. Gustavo Gili, Barcelona, 2005.

Eustace, Grant. Writing for Corporate Video. Focal Press, Burlington, Mass., 1999.

Goodman, Michael B. Corporate Communication. Theory and Practice. State University of New York Press, New York, 1994.

HAUSMAN, Carl. Institutional Video: Planning, Budgeting, Production and Evaluation, Wadsworth Publishing, Stamford, Connecticut, 1990.

RICHARDSON, Alan R. Corporate and Organizational Video, McGraw-Hill, New York, 1992.

SCHEINSOHN, Daniel A. Comunicación estratégica: Management y fundamentos de la imagen corporativa. Ediciones Macchi, Buenos Aires, 1993.

5.3. Teaching resources

Several corporate videos referred in the documents of Moodle, among which: Coke, Audi, Tag Heuer, Yves Saint-Laurent, Madrid 2012, Rio 2012, Swatch, Asbestos ...

 

6. Metodology

 

Students will be divided into groups of 4 people. In the theoretical sessions, the participants will study several audiovisual corporate videos to deliver a reflection later. The sessions will be open the debate and offer some treatment strategies for corporate videos.

In the practical part, we will develop the production of corporate videos in all its phases, following subgroup lectures. The structure of these sessions is symmetrical, according to the idea of repeating the exercise of a corporate video with different conditions and characteristics.

The subject follows this methodological scheme for both theoretical and practical sessions:

Schedule Group 1

1	7 January	Presentation
2	7 January	Practice: camera
3	14 January	Awarding of companies and exemplication
4	14 January	Practice: TV studio
5	21 January	Concept and Narrative Structure
6	21 January	Produccion
7	28 January	Sooting
8	28 January	Edicion
9	4 February	PRESENTATION VIDEO 1
10	4 February	Creation
11	11 February	Elements of pre-production (guide, shooting plan, story-board, etc.)
12	11 February	Pre-Production
13	18 February	Pre-production
14	18 February	Production
15	25 February	Role play, presentation of production
16	25 February	Production
17	4 March	Production
18	4 March	Edition
19	11 March	Edition
20	14 March	PRESENTATION VIDEO 2

 

Schedule Group 2

1	7 January	Presentation
2	10 January	Practice: camera
3	14 January	Awarding of companies and exemplication
4	17 January	Practice: TV studio
5	21 January	Concept and Narrative Structure
6	24 January	Produccion
7	28 January	Sooting
8	31 January	Edicion
9	4 February	PRESENTATION VIDEO 1
10	7 February	Creation
11	11 February	Elements of pre-production (guide, shooting plan, story-board, etc.)
12	14 February	Pre-Production
13	18 February	Pre-production
14	21 February	Production
15	25 February	Role play, presentation of production
16	28 February	Production
17	4 March	Production
18	7 March	Edition
19	11 March	Edition
20	14 March	PRESENTATION VIDEO 2

 

7. Planning of activities

  During the term, we will develop some activities as a complement for the student's learning:

- Roundtables with industry professionals (companies and production companies)

- Viewing of extra materials