WHY MARKETING STUDENTS SHOULD STUDY MULTIMEDIA SKILLS?

R. Bilkova 

University of Pardubice (CZECH REPUBLIC)
With the development of new technologies, the popularity of mobile devices and social networks, the requirements for future graduates of economic and marketing schools are changing. Nowadays, it is not enough for a student to master an impressive presentation eg in Powerpoint or Prezi. Current students will need to develop basic video production skills and to be able to make short videos for successful careers in marketing.

Multimedia video presentations are going to be a useful tool for marketing professionals. The technology is readily available for anyone to make basic videos and thus it will become more commonly used. Video is becoming an increasingly important part of social media marketing. There are a lot of current statistics that illustrate the popularity of the video. Video traffic will account for 80 per cent of all internet traffic; the average person spends around 30 minutes watching videos on their smartphones every day, etc. And because the amount of video content on the Internet rapidly increases, marketers are trying to produce shorter, more creative video clips to catch the attention of their future customers and try to promote their content on a variety of digital channels.

This rapid growth of social media and particularly online use of video for marketing purposes, it is important to evaluate what specific skills in video development marketing students should possess upon degree completion. In our practice, we encounter a situation when some students have strong video making experience, particularly from high school, while others have no video making skills or experience. The aim of the course Introduction to Multimedia is to acquaint students with the possibilities, meaning, elements, principles, technologies and basic attributes of individual media components. We also decided to apply the principle of short explainer videos since compiling an explainer video doesn´t have to be more complicated than putting together slides in a Powerpoint presentation. The features of this product include attractive graphics, simple animation, short and snappy content and background music. Usage of this type of video content has helped to ease the learning process for non-informatics students.

For the evaluation of the knowledge acquired during the semester, the students were asked to prepare a seminar project - multimedia campaign primarily for social networks to the selected event organized by the faculty. This is a fairly extensive project and therefore we have chosen variant of group work. Group work can be used as an effective tool to help students learn from each other, build community and engage in collaborative project work.

This paper provides a brief overview of the current use of multimedia and particularly video in social media marketing, followed by a discussion of effective education styles of practical skills for marketing students.