Course Competencies
1. Capture professional-quality photographic images using a smartphone for marketing applications.
Assessment Strategies
1.1. Product
1.2. Performance
1.3. Critique
Criteria
You will know you are successful when
1.1. You configure smartphone camera settings intentionally (resolution, aspect ratio, HDR, exposure).
1.2. You apply principles of composition, including the rule of thirds, negative space, and visual hierarchy.
1.3. You control lighting using natural light, reflectors, or diffusion techniques.
1.4. You demonstrate understanding of manual adjustments (ISO, shutter speed, white balance).
1.5. You capture images appropriate for both print and digital marketing applications.
1.6. You produce a cohesive set of photographs aligned to a defined marketing objective.
1.7. You participate in at least one critique of your photographic work.
Learning Objectives
1.a. Identify appropriate camera settings for various marketing uses.
1.b. Apply composition strategies to support the placement of layout and typography.
1.c. Demonstrate control of lighting in a basic photo environment.
1.d. Evaluate image quality for marketing readiness.
1.e. Analyze how photography supports brand messaging.
2. Capture stabilized, well-exposed video footage using a smartphone for short-form marketing content.
Assessment Strategies
2.1. Product
2.2. Performance
2.3. Presentation
Criteria
You will know you are successful when
2.1. You select the appropriate frame rate and shutter speed using the 180-degree shutter principle.
2.2. You demonstrate stabilization techniques during video capture.
2.3. You record clear, usable audio when required.
2.4. You shoot intentional sequences (wide, medium, close-up) to support storytelling.
2.5. You capture video in formats appropriate for social and digital platforms.
2.6. You explain how capture decisions influence final marketing effectiveness.
Learning Objectives
2.a. Differentiate between frame rates and their marketing applications.
2.b. Apply stabilization and camera movement techniques.
2.c. Demonstrate understanding of exposure and motion blur in video.
2.d. Plan short-form marketing video content.
2.e. Evaluate raw footage for usability in editing.
3. Edit and optimize photographic images using industry-standard software.
Assessment Strategies
3.1. Product
3.2. Critique
Criteria
You will know you are successful when
3.1. You apply non-destructive editing techniques in Adobe Lightroom.
3.2. You adjust exposure, color temperature, contrast, and tonal range.
3.3. You demonstrate basic retouching and object removal in Photoshop.
3.4. You maintain visual consistency across multiple images.
3.5. You export images appropriately for print and digital formats.
3.6. You summarize the workflow used to refine your photographic assets.
Learning Objectives
3.a. Demonstrate proficiency in Lightroom workflow.
3.b. Apply corrective and creative adjustments to images.
3.c. Integrate Photoshop retouching tools effectively.
3.d. Prepare image files for various marketing platforms.
3.e. Evaluate image quality based on professional standards.
4. Edit and assemble short-form marketing videos using industry-standard editing software.
Assessment Strategies
4.1. Product
4.2. Presentation
4.3. Critique
Criteria
You will know you are successful when
4.1. You import and organize footage into a structured timeline.
4.2. You demonstrate effective cutting, pacing, and sequencing.
4.3. You balance and enhance audio appropriately.
4.4. You apply basic color correction for visual consistency.
4.5. You incorporate typography or motion graphics that support brand messaging.
4.6. You export video files optimized for social or web platforms.
4.7. You explain the editing workflow used to produce the final video.
Learning Objectives
4.a. Demonstrate basic timeline editing techniques.
4.b. Apply pacing strategies appropriate for short-form marketing.
4.c. Integrate text overlays and brand elements.
4.d. Evaluate video effectiveness based on audience and platform.
4.e. Develop proficiency in Premiere Pro or DaVinci Resolve.
5. Critique visual media and design work.
(This competency remains largely consistent with your existing courses.)
Assessment Strategies
5.1. Performance
Criteria
You will know you are successful when
5.1. You participate in multiple group critiques of photographic and video work.
5.2. You analyze technical and conceptual strengths and weaknesses.
5.3. You provide constructive, professional feedback.
5.4. You demonstrate openness to revising your own work.
5.5. You present and defend creative decisions clearly.
Learning Objectives
5.a. Compare technical and aesthetic qualities of visual media.
5.b. Provide constructive critique grounded in design principles.
5.c. Revise work based on feedback.
5.d. Justify creative decisions in group settings.
6. Qualify visual content solutions based on marketing objectives and audience needs.
Assessment Strategies
6.1. Presentation
Criteria
You will know you are successful when
6.1. You align captured media with defined project goals.
6.2. You identify and describe the target audience.
6.3. You maintain visual consistency throughout a campaign.
6.4. You justify how imagery supports brand messaging.
6.5. You reference research to support visual decisions.
Learning Objectives
6.a. Identify project scope and objectives.
6.b. Analyze audience characteristics.
6.c. Align visual style with marketing goals.
6.d. Apply branding consistency across media formats.
7. Influence others to believe in your visual content and design solutions.
Assessment Strategies
7.1. Performance
Criteria
You will know you are successful when
7.1. You present integrated campaigns in a professional setting.
7.2. You explain technical decisions made during capture and editing.
7.3. You connect visual decisions to marketing research.
7.4. You demonstrate confidence while remaining open to revision.
7.5. You justify final design solutions using strategic reasoning.
Learning Objectives
7.a. Present visual content professionally.
7.b. Relate technical decisions to marketing effectiveness.
7.c. Demonstrate persuasive communication skills.
7.d. Evaluate feedback and determine appropriate revisions.
8. Integrate ethical decision-making and professional standards into visual media production.
Assessment Strategies
8.1. Performance
Criteria
You will know you are successful when
8.1. You demonstrate ethical use of copyrighted images, music, and fonts.
8.2. You avoid deceptive image manipulation practices.
8.3. You credit or license external assets appropriately.
8.4. You demonstrate respectful and professional behavior in critiques.
8.5. You evaluate your own professional conduct.
Learning Objectives
8.a. Defend ethical use of visual and audio assets.
8.b. Apply ethical standards in editing and retouching.
8.c. Demonstrate professional communication practices.
8.d. Evaluate ethical implications of design decisions.