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NY College Offers Certificate in Online Videos

The Fashion Institute of Technology (FIT) is one of the sixty four campuses within the State University of New York (SUNY) system. The school offers an impressive set of visual communications degrees, stressing the importance of multimedia in all forms of marketing today. Their most recent addition to the multimedia options in their catalogue is a certificate program dedicated to the production of short video segments.

The program is called "Digital Shorts: Conceive, Produce, Distribute" and is in response, according to their press release, to market demand for professionals who can produce video pieces designed for internet use. The advent of YouTube and its role in viral marketing has sparked a demand for short, entertaining videos that promote a product or service at the same time.

The certificate program will consist of four segments, moving through the process of developing a concept, scripting it, shooting, and editing it. An important part of the curriculum is learning to budget a project and to meet a deadline. The two and three minute videos used on websites today are produced in volume and are frequently replaced, so the professionals charged with creating them don't have the luxury of extended scheduling.

This particular course seems to be a good option for people working in the advertising industry or in marketing at some level who want to be proactive in the use of video on websites or within social networks as marketing tools. Someone who obtained a marketing degree more than five years ago did so in a commercial environment that did not include internet-based video productions as a primary choice for message distribution.

Marketing and advertising strategies have evolved in recent years, driven by the wholesale adoption of YouTube and other sites such as Hulu and Blip.tv. Professionals in the business today have a vastly expanded set of media choices as compared to the marketers and advertisers just a decade ago.

FIT has developed an academic division called the Enterprise Center that offers "technical instruction on how to integrate merchandising, marketing, and design with the latest technologies." The Center is part of FIT's School of Continuing and Professional Studies, an institution that was created to help professionals learn how to harness the new developments brought about in the communications revolution.

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