Module Descriptors
BRANDED CONTENT PRODUCTION
FILM60619
Key Facts
Digital, Technology, Innovation and Business
Level 6
30 credits
Contact
Leader: Andrew Stubbs-Lacy
Hours of Study
Scheduled Learning and Teaching Activities: 90
Independent Study Hours: 210
Total Learning Hours: 300
Assessment
- Portfolio weighted at 100%
Module Details
Module Additional Assessment Details
Portfolio (100%)
An individual portfolio of work comprising:
¿ Branded content production in response to a client-led brief.
¿ Production folder that comprises ideas, client engagement and liaison, and understanding of target audience.
¿ Summative evaluation discussing the suitability of the product for the client and potential impact in the broader marketplace.
[Learning Outcomes 1, 2, 3]
Formative Assessment
Observation of engagement in practical activity
Participation in discussions and progress reviews including reflective practice
An individual portfolio of work comprising:
¿ Branded content production in response to a client-led brief.
¿ Production folder that comprises ideas, client engagement and liaison, and understanding of target audience.
¿ Summative evaluation discussing the suitability of the product for the client and potential impact in the broader marketplace.
[Learning Outcomes 1, 2, 3]
Formative Assessment
Observation of engagement in practical activity
Participation in discussions and progress reviews including reflective practice
Module Indicative Content
Video content has become an increasingly important component of social media. It is therefore essential that businesses promoting themselves using social media platforms incorporate video content into their marketing strategies.
As a category of video production, branded content involves broad and varied work. Although generally used for marketing purposes, each piece of branded content will usually have a set of more discrete and specific functions. These functions will usually be tied to client needs, their position in their marketplace, their target audience, and preferred social media platforms. As such, branded content can vary considerably in design in terms of narrative structure, style, genre, form and duration.
Owing to the complexities of producing branded content, filmmakers must demonstrate high levels of expertise, knowledge and creativity. This module will therefore help you to develop and enhance skills in the production of branded content. Facilitating a professional context, you will contact a prospective client and work closely with them to design branded content suiting their needs. This design must clearly identify the aims of the branded content, the key messages, the target audience and the likely social media platform. To confirm suitability and practicability of the brief identified, you should liaise the module leader. Although tutors can provide advice and support, students are encouraged to generate their own opportunities and projects. This is intended to help students develop professional skills and help them align themselves to projects of personal interest.
In undertaking the development and production of the branded content, you must demonstrate key knowledge and skills. You must conduct thorough research into client needs and market positioning to develop an appropriate branded content idea. You must demonstrate an ability to communicate effectively, negotiating and presenting ideas clearly in different business environments. You must subsequently demonstrate high levels of organisation and discipline by planning, shooting and editing the production while ensuring that you adhere to the brief and meet deadlines. Throughout the process, you must demonstrate strong effective teamworking abilities by continuing to liaise with the client, providing updates on the production progress and remaining open to suggestions and revisions.
Following completion of the project, you will engage with the client to receive feedback and constructive criticism on the production process and completed content. Finally, drawing on theoretical frameworks, research into industrial and cultural contexts, and client feedback, you will write a summative evaluation of the project and effectiveness of the branded content piece. Here you may reflect on your own development as an emerging filmmaker and steps you might take next to further develop your learning and employability.
As a rapidly growing area of screen media, branded content production offers significant opportunities for graduates seeking employment. Moreover, branded content production can reward filmmakers with diverse interests by presenting opportunities to work on projects built around promoting and addressing various products and issues. This module is therefore designed to enhance your employability by developing your understanding of branded content production, familiarising you with marketing campaigns and social media platforms, and providing an opportunity for you to research and work independently. By providing an opportunity to work on a live brief, therefore, this module prepares you for the successful implementation of commissions in the future.
As a category of video production, branded content involves broad and varied work. Although generally used for marketing purposes, each piece of branded content will usually have a set of more discrete and specific functions. These functions will usually be tied to client needs, their position in their marketplace, their target audience, and preferred social media platforms. As such, branded content can vary considerably in design in terms of narrative structure, style, genre, form and duration.
Owing to the complexities of producing branded content, filmmakers must demonstrate high levels of expertise, knowledge and creativity. This module will therefore help you to develop and enhance skills in the production of branded content. Facilitating a professional context, you will contact a prospective client and work closely with them to design branded content suiting their needs. This design must clearly identify the aims of the branded content, the key messages, the target audience and the likely social media platform. To confirm suitability and practicability of the brief identified, you should liaise the module leader. Although tutors can provide advice and support, students are encouraged to generate their own opportunities and projects. This is intended to help students develop professional skills and help them align themselves to projects of personal interest.
In undertaking the development and production of the branded content, you must demonstrate key knowledge and skills. You must conduct thorough research into client needs and market positioning to develop an appropriate branded content idea. You must demonstrate an ability to communicate effectively, negotiating and presenting ideas clearly in different business environments. You must subsequently demonstrate high levels of organisation and discipline by planning, shooting and editing the production while ensuring that you adhere to the brief and meet deadlines. Throughout the process, you must demonstrate strong effective teamworking abilities by continuing to liaise with the client, providing updates on the production progress and remaining open to suggestions and revisions.
Following completion of the project, you will engage with the client to receive feedback and constructive criticism on the production process and completed content. Finally, drawing on theoretical frameworks, research into industrial and cultural contexts, and client feedback, you will write a summative evaluation of the project and effectiveness of the branded content piece. Here you may reflect on your own development as an emerging filmmaker and steps you might take next to further develop your learning and employability.
As a rapidly growing area of screen media, branded content production offers significant opportunities for graduates seeking employment. Moreover, branded content production can reward filmmakers with diverse interests by presenting opportunities to work on projects built around promoting and addressing various products and issues. This module is therefore designed to enhance your employability by developing your understanding of branded content production, familiarising you with marketing campaigns and social media platforms, and providing an opportunity for you to research and work independently. By providing an opportunity to work on a live brief, therefore, this module prepares you for the successful implementation of commissions in the future.
Module Learning Strategies
Learning in this module will begin with an introduction to the requirements of the module and the negotiation of a personal brief to produce social media content for a client. This will be facilitated through a range of group sessions (i.e. lectures and workshops) and individual tutorials, as follows:
• Research activities including an exploration of existing work via streaming services, DVD, internet, cable and satellite.
• Theoretical and contextual studies workshops
• Technical skills recap activities appropriate to the field
• Transferable skills developmental workshops covering business networking, how to approach prospective clients, deal with client-led briefs and manage professional relationships
• Health and safety recap
• Reflective practice recap
As the module progresses, learning strategies will focus on professional development situated in work-based practice rather than in classroom-based learning. Learning will be independently driven and supported through regular 1:1 tutorials for creative and technical guidance, progress updates and critical evaluative reviews. Practical experience reflective of industry work will involve:
• Location work
• Video production
• Project development and presentation workshops
• Summative presentation to audience
• Reflective practice
• Collation of portfolio evidence
• Research activities including an exploration of existing work via streaming services, DVD, internet, cable and satellite.
• Theoretical and contextual studies workshops
• Technical skills recap activities appropriate to the field
• Transferable skills developmental workshops covering business networking, how to approach prospective clients, deal with client-led briefs and manage professional relationships
• Health and safety recap
• Reflective practice recap
As the module progresses, learning strategies will focus on professional development situated in work-based practice rather than in classroom-based learning. Learning will be independently driven and supported through regular 1:1 tutorials for creative and technical guidance, progress updates and critical evaluative reviews. Practical experience reflective of industry work will involve:
• Location work
• Video production
• Project development and presentation workshops
• Summative presentation to audience
• Reflective practice
• Collation of portfolio evidence
Module Resources
Seminar room
Computer access / internet access
Screening facilities
HD camcorders
HD DSLR
Interchangeable lenses
Tripods
Microphones, radio and boom
Jib Arm
Track and dolly
Fig Rig / stabilisation system
Lighting Kit(s)
Post production edit and effects software
Computer access / internet access
Screening facilities
HD camcorders
HD DSLR
Interchangeable lenses
Tripods
Microphones, radio and boom
Jib Arm
Track and dolly
Fig Rig / stabilisation system
Lighting Kit(s)
Post production edit and effects software
Module Texts
Bartnik, M. (2019) The 8 Pillars of Social Media Marketing. Independently Published
Chaffey, D. (2019) Digital Marketing. Pearson
Kingsnorth, S. (2019) Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page
McAllister, M., West, E. (2013) The Routledge Companion to Advertising and Promotional Culture. Routledge.
Chaffey, D. (2019) Digital Marketing. Pearson
Kingsnorth, S. (2019) Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page
McAllister, M., West, E. (2013) The Routledge Companion to Advertising and Promotional Culture. Routledge.
Module Learning Outcomes
1. UTILISE A RANGE OF COMMUNICATION SKILLS WHEN ENGAGING WITH CLIENTS IN ORDER TO OBTAIN WORK, AND TO APPRECIATE THEIR REQUIREMENTS. CONFIDENTLY AND EFFECTIVELY PRESENT SELF AND WORK IN A CORPORATE ENVIRONMENT.
[Enquiry; Working with Others]
2. DEMONSTRATE AN ABILITY TO COMPREHEND CLIENT NEEDS, DRAWING ON SUBJECT SPECIFIC AND TRANSFERABLE SKILLS AND KNOWLEDGE IN ORDER TO OVERCOME PROBLEMS AND DEVELOP SOLUTIONS IN THE FORM OF BRANDED CONTENT.
[Learning; Problem Solving]
3. EVALUATE OWN STRENGTHS AND LIMITATIONS THROUGH SELF-REFECTION AND CONSTRUCTIVE FEEDBACK IN ORDER TO PLAN FOR PERSONAL DEVELOPMENT AS AN EMERGING FILM MAKER.
[Reflection]
[Enquiry; Working with Others]
2. DEMONSTRATE AN ABILITY TO COMPREHEND CLIENT NEEDS, DRAWING ON SUBJECT SPECIFIC AND TRANSFERABLE SKILLS AND KNOWLEDGE IN ORDER TO OVERCOME PROBLEMS AND DEVELOP SOLUTIONS IN THE FORM OF BRANDED CONTENT.
[Learning; Problem Solving]
3. EVALUATE OWN STRENGTHS AND LIMITATIONS THROUGH SELF-REFECTION AND CONSTRUCTIVE FEEDBACK IN ORDER TO PLAN FOR PERSONAL DEVELOPMENT AS AN EMERGING FILM MAKER.
[Reflection]
Module Additional Assessment Details
Portfolio (100%)
An individual portfolio of work comprising:
¿ Branded content production completed in response to a ‘simulated brief.’
¿ Production folder that comprises ideas and understanding of target audience.
¿ Summative evaluation discussing the suitability of the product for the client and potential impact in the broader marketplace.
Note: students may undertake a ‘live brief’ whereby they complete a branded content production for an actual client. However, students undertaking a live branded content production must have already attended one of the module workshops on client engagement and must have their live client brief signed off by a module tutor. Failure to fulfil these two criteria shall therefore prohibit students from undertaking a live brief. In addition, students undertaking live briefs must include evidence of client engagement and liaison in their production folders.
[Learning Outcomes 1, 2, 3]
Formative Assessment
Observation of engagement in practical activity
Participation in discussions and progress reviews including reflective practice
An individual portfolio of work comprising:
¿ Branded content production completed in response to a ‘simulated brief.’
¿ Production folder that comprises ideas and understanding of target audience.
¿ Summative evaluation discussing the suitability of the product for the client and potential impact in the broader marketplace.
Note: students may undertake a ‘live brief’ whereby they complete a branded content production for an actual client. However, students undertaking a live branded content production must have already attended one of the module workshops on client engagement and must have their live client brief signed off by a module tutor. Failure to fulfil these two criteria shall therefore prohibit students from undertaking a live brief. In addition, students undertaking live briefs must include evidence of client engagement and liaison in their production folders.
[Learning Outcomes 1, 2, 3]
Formative Assessment
Observation of engagement in practical activity
Participation in discussions and progress reviews including reflective practice
Module Indicative Content
Video content has become an increasingly important component of social media. It is therefore essential that businesses promoting themselves using social media platforms incorporate video content into their marketing strategies.
As a category of video production, branded content involves broad and varied work. Although generally used for marketing purposes, each piece of branded content will usually have a set of more discrete and specific functions. These functions will usually be tied to client needs, their position in their marketplace, their target audience, and preferred social media platforms. As such, branded content can vary considerably in design in terms of narrative structure, style, genre, form and duration.
Owing to the complexities of producing branded content, filmmakers must demonstrate high levels of expertise, knowledge and creativity. This module will therefore help you to develop and enhance skills in the production of branded content. Facilitating a professional context, you will design branded content suiting the needs of a prospective client. This design must clearly identify the aims of the branded content, the key messages, the target audience and the likely social media platform. In undertaking the development and production of the branded content, you must demonstrate key knowledge and skills. You must conduct thorough research into client needs and market positioning to develop an appropriate branded content idea. You must demonstrate an ability to communicate effectively, negotiating and presenting ideas clearly in different business environments. You must subsequently demonstrate high levels of organisation and discipline by planning, shooting and editing the production while ensuring that you adhere to the brief and meet deadlines.
In addition to completing your branded content production, you will write a summative evaluation of the project and effectiveness of the branded content piece. To do so, you must draw on theoretical frameworks as well as research into industrial and cultural contexts. Accordingly, this summative evaluation provides you with an opportunity to reflect upon your professional development and steps you might take to further enhance your learning and employability.
As a rapidly growing area of screen media, branded content production offers significant opportunities for graduates seeking employment. Moreover, branded content production can reward filmmakers with diverse interests by presenting opportunities to work on projects built around promoting and addressing various products and issues. This module is therefore designed to enhance your employability by developing your understanding of branded content production, familiarising you with marketing campaigns and social media platforms, and providing an opportunity for you to research and work independently. By providing an opportunity to work on a live brief, therefore, this module prepares you for the successful implementation of commissions in the future.
As a category of video production, branded content involves broad and varied work. Although generally used for marketing purposes, each piece of branded content will usually have a set of more discrete and specific functions. These functions will usually be tied to client needs, their position in their marketplace, their target audience, and preferred social media platforms. As such, branded content can vary considerably in design in terms of narrative structure, style, genre, form and duration.
Owing to the complexities of producing branded content, filmmakers must demonstrate high levels of expertise, knowledge and creativity. This module will therefore help you to develop and enhance skills in the production of branded content. Facilitating a professional context, you will design branded content suiting the needs of a prospective client. This design must clearly identify the aims of the branded content, the key messages, the target audience and the likely social media platform. In undertaking the development and production of the branded content, you must demonstrate key knowledge and skills. You must conduct thorough research into client needs and market positioning to develop an appropriate branded content idea. You must demonstrate an ability to communicate effectively, negotiating and presenting ideas clearly in different business environments. You must subsequently demonstrate high levels of organisation and discipline by planning, shooting and editing the production while ensuring that you adhere to the brief and meet deadlines.
In addition to completing your branded content production, you will write a summative evaluation of the project and effectiveness of the branded content piece. To do so, you must draw on theoretical frameworks as well as research into industrial and cultural contexts. Accordingly, this summative evaluation provides you with an opportunity to reflect upon your professional development and steps you might take to further enhance your learning and employability.
As a rapidly growing area of screen media, branded content production offers significant opportunities for graduates seeking employment. Moreover, branded content production can reward filmmakers with diverse interests by presenting opportunities to work on projects built around promoting and addressing various products and issues. This module is therefore designed to enhance your employability by developing your understanding of branded content production, familiarising you with marketing campaigns and social media platforms, and providing an opportunity for you to research and work independently. By providing an opportunity to work on a live brief, therefore, this module prepares you for the successful implementation of commissions in the future.
Module Learning Strategies
Learning in this module will begin with an introduction to the requirements of the module followed by sessions (i.e. lectures and workshops) and individual tutorials around branded content productions and working with prospective clients. These sessions will include the following:
• Research activities including an exploration of existing work via streaming services, DVD, internet, cable and satellite.
• Theoretical and contextual studies workshops
• Technical skills recap activities appropriate to the field
• Transferable skills developmental workshops covering business networking, how to approach prospective clients, dealing with client-led briefs and managing professional relationships (note: attendance of this session is essential for students wishing to undertake ‘live client briefs’ – as described in the assessment details section above.
• Health and safety recap
• Reflective practice recap
As the module progresses, learning strategies will focus on professional development situated in work-based practice rather than in classroom-based learning. Learning will be independently driven and supported through regular 1:1 tutorials for creative and technical guidance, progress updates and critical evaluative reviews. Practical experience reflective of industry work will involve:
• Location work
• Video production
• Project development and presentation workshops
• Summative presentation to audience
• Reflective practice
• Collation of portfolio evidence
• Research activities including an exploration of existing work via streaming services, DVD, internet, cable and satellite.
• Theoretical and contextual studies workshops
• Technical skills recap activities appropriate to the field
• Transferable skills developmental workshops covering business networking, how to approach prospective clients, dealing with client-led briefs and managing professional relationships (note: attendance of this session is essential for students wishing to undertake ‘live client briefs’ – as described in the assessment details section above.
• Health and safety recap
• Reflective practice recap
As the module progresses, learning strategies will focus on professional development situated in work-based practice rather than in classroom-based learning. Learning will be independently driven and supported through regular 1:1 tutorials for creative and technical guidance, progress updates and critical evaluative reviews. Practical experience reflective of industry work will involve:
• Location work
• Video production
• Project development and presentation workshops
• Summative presentation to audience
• Reflective practice
• Collation of portfolio evidence
Module Learning Outcomes
1. UTILISE A RANGE OF COMMUNICATION SKILLS WHEN ENGAGING WITH CLIENTS IN ORDER TO OBTAIN WORK, AND TO APPRECIATE THEIR REQUIREMENTS. CONFIDENTLY AND EFFECTIVELY PRESENT SELF.
[Enquiry; Working with Others]
2. DEMONSTRATE AN ABILITY TO COMPREHEND CLIENT NEEDS, DRAWING ON SUBJECT SPECIFIC AND TRANSFERABLE SKILLS AND KNOWLEDGE IN ORDER TO OVERCOME PROBLEMS AND DEVELOP SOLUTIONS IN THE FORM OF BRANDED CONTENT.
[Learning; Problem Solving]
3. EVALUATE OWN STRENGTHS AND LIMITATIONS THROUGH SELF-REFECTION AND CONSTRUCTIVE FEEDBACK IN ORDER TO PLAN FOR PERSONAL DEVELOPMENT AS AN EMERGING FILM MAKER.
[Reflection]
[Enquiry; Working with Others]
2. DEMONSTRATE AN ABILITY TO COMPREHEND CLIENT NEEDS, DRAWING ON SUBJECT SPECIFIC AND TRANSFERABLE SKILLS AND KNOWLEDGE IN ORDER TO OVERCOME PROBLEMS AND DEVELOP SOLUTIONS IN THE FORM OF BRANDED CONTENT.
[Learning; Problem Solving]
3. EVALUATE OWN STRENGTHS AND LIMITATIONS THROUGH SELF-REFECTION AND CONSTRUCTIVE FEEDBACK IN ORDER TO PLAN FOR PERSONAL DEVELOPMENT AS AN EMERGING FILM MAKER.
[Reflection]