The Creation of Videos by Marketing Students: An Exploration of Attitudes and Motivations in a Capstone Course

Abstract

Given the rapid growth of social media and particularly online use of video for marketing purposes, it is important to evaluate how much exposure and skill development in video development marketing students should possess upon degree completion. Nearly all marketing courses do not include a video development project despite the rapid growth of this medium in marketing. This may be attributed to the traditional discipline boundaries which position video production elsewhere. This chapter provides one approach with which a marketing instructor may integrate a video creation project into a college marketing course. The project exposes students to script-writing, storyboarding, shooting and editing raw footage, and most importantly identifying the goal of the video. Additionally, we provide insight into student attitudes regarding this experience and offer suggestions for improvement. We hope that this chapter fosters discussion of this issue and potentially greater use of video development in the discipline of marketing. Gratitude is given to Robert Tomaski, Television Program Director at Illinois State University, and Rachael Post, owner of Luna Sky Media, for their contributions to the creation of the video assignment discussed in this chapter and to graduate students, Wynn Ontoy, Chau Nguyen, and Mumbi Gatharia, for their help with preliminary data analysis.