Overview

This book prepares media students for the reality of corporate video production—where sustainable careers exist but success depends on more than just technical skills. Unlike traditional filmmaking texts, it focuses specifically on creating videos for businesses, marketing agencies, and in-house media departments where most graduates actually find employment. The text delivers practical guidance through every stage of client-focused video production, blending creative storytelling with essential business acumen. Readers will learn how to manage client relationships, work with non-professional talent, navigate tight deadlines, handle project management, and deliver customer satisfaction while maintaining creative integrity. Each chapter combines actionable advice with real-world scenarios, addressing both the technical aspects of production and the often-overlooked soft skills that determine long-term career success. Various pedagogical features are present at the end of each chapter such as case studies, teaching modules, assignments, and learning activities. This book is written for undergraduate and graduate students in film, video, and multimedia programs who seek careers in corporate media rather than traditional filmmaking. It's particularly valuable for those studying video production, media management, or digital marketing who want to understand how these disciplines intersect in professional environments. Working professionals transitioning to client-based video work will also find this an essential guide to navigating industry expectations.

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9781041032168

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Author Information

Dean Cummings is an Associate Professor at Georgia Southern University, where he teaches media management and sales, media writing, studio applications, and sports production. Before entering academia, he worked at several television affiliates and sports networks. From 2007 to 2015, he founded and led the video production company Cleveland Convergence. He is a nine-time regional Emmy Award winner, recognized for his work in producing, videography, and editing. He is also a seven-time Telly Award-winning videographer and a two-time Associated Press Michigan Television News Photojournalist of the Year. He earned his Ph.D. in Journalism Studies from the University of Sheffield in 2013.

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