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Content Creation · MS elective · 3 credit hours · 16 sessions

Online & Social Media Productions

This course navigates the rapidly evolving landscape of digital content creation. Moving beyond casual posting, students will learn the professional strategies behind successful YouTube channels, TikTok accounts, and influencer brands. The curriculum covers the technical requirements of vertical vs. horizontal video, algorithmic optimization, community management, and the monetization models that drive the creator economy.

§ 01 By the end you can
  1. Master production workflows for short-form (TikTok/Reels) and long-form (YouTube) content
  2. Analyze social media algorithms to optimize reach and engagement
  3. Develop on-camera presence and personal branding skills
  4. Utilize mobile journalism (MoJo) tools and lightweight production gear effectively
  5. Understand monetization strategies (AdSense, Sponsorships, Affiliate Marketing)
§ 02 Sixteen sessions

The whole semester.

  1. 01The Creator Economy: Platforms & Trends
  2. 02Visual Strategy: Vertical (9:16) vs. Horizontal (16:9)
  3. 03The Algorithm: SEO, Tags, and Discoverability
  4. 04Pre-Production: Scripting & Content Calendars
  5. 05Mobile Cinematography & Lighting
  6. 06Audio for Mobile: Mics & Sound Design
  7. 07Thumbnails & Click-Through Rates (CTR)
  8. 08 · MidtermMidterm Examination
  9. 09Advanced Editing for Social Retention
  10. 10Live Streaming Production (Twitch/YouTube)
  11. 11Community Management & Engagement
  12. 12Influencer Marketing & Brand Deals
  13. 13Podcasting & Audio-First Content
  14. 14Analytics: Reading the Dashboard
  15. 15Legal: Copyright, Fair Use & Disclosure
  16. 16Final Project: The Multi-Platform Campaign

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Multi-Platform Campaign

How it’s judged

Recommended reading
  1. YouTube Secrets: The Ultimate Guide to Growing Your Following by Sean Cannell and Benji Travis
  2. Hook Point: How to Stand Out in a 3-Second World by Brendan Kane
  3. Crushing It! by Gary Vaynerchuk
  4. One Million Followers by Brendan Kane
  5. The Influencer Code by Amanda Russell
More in Content Creation
Audience Engagement and Experience DesignContent is king, but engagement is the queen. This course merges User Experience (UX) design with community psychology.
Changing Political Attitude through Social MediaThis course intersects political science, psychology, and media studies. It examines how social media platforms engineer public opinion, mobilize activism, and deepen polarization.
Content Moderation and SafetyThis course addresses the "essential workers" of the internet: content moderators. It examines the policies, tools, and human labor required to keep digital platforms safe.
Content Monetization and Revenue Streams"Views are vanity; revenue is sanity." This course explores the complex economics of the modern media landscape.
Crafting Social Media Contagious ContentWhy do some ideas spread like wildfire while others die? This course explores the science of virality. Drawing on behavioral psychology and network theory, students will deconstruct the anatomy of "Contagious" content.
Cross-Platform Content Repurposing"Create Once, Publish Everywhere" (COPE). This efficiency-focused course teaches the workflow of taking a single piece of "Pillar Content" (like a podcast or long-form video) and fracturing it into dozens of micro-assets for TikTok, Twitter, LinkedIn, and Instagram.