Customer Experiences

Stephen B. Castleberry, Professor of Marketing and Business Ethics

Photo: Stephen B. Castleberry
Dr. Castleberry

I have assigned each of my marketing ethics students to create a 5-8 minute marketing ethics video for the past three years. I rely on the Media Hub to help the students with equipment checkout and equipment instruction, as well as assistance in creating the actual video.

Most of my students have never created a video themselves, so this is quite a task. However, my students consistently report that the Media Hub has been incredibly helpful in the process. I work in the Media Hub for at least one class session and have found the staff to be professional, and quite skilled in working with students with limited video creation and editing skills.

Creating the video promotes student thinking, as well as providing students with a tangible outcome they can share with recruiters when interviewing for a job.

Video Presentation Assignment that Dr. Castleberry Gives His Students

You have been assigned a particular marketing ethics topic (see Moodle for details).

For your topic, create a short (5-8 minutes) video that reports on that topic. The video should be targeted to a college student market and should be:

  • Informative, helping the viewer understand the marketing ethics issues clearly.
  • Current, bringing the viewer up to speed on the very latest happenings in the topic.
  • Entertaining, keeping the viewer interested in the topic.
  • Well-organized, making sure the viewer can easily follow the presentation and the points that are being made.

Some things you should consider as you create the video:

  • Set the stage carefully and introduce the topic clearly. Don't forget to define any key terms necessary for the viewer to clearly understand the issues.
  • Add video clips that demonstrate the topic. These can be clips from the web, as well as clips that you create yourself.
  • Interview people and report on those interviews in some way. You can interview those who deal with the topic on a daily basis (advertising managers, marketing managers, etc.), those who are impacted both positively and negatively by the practices of the topic (consumers, parents, teachers, etc.), those who are concerned about the topic for some other reason (public interest groups, media, etc.) and others. The interviews can be presented in the video via video clips, audio clips, or other methods
  • Include powerful visuals as appropriate (photos, advertisements, report findings, etc.).

Assistance and technology is available:

  • Multimedia Hub (Library 260) to work on creating your video as well as check out video and photography equipment.
  • You can check out video cameras from LSBE checkout.

To complete the assignment, by the assigned due date/time:

  • Post your video on YouTube and provide Dr. Castleberry the link.
  • Provide a copy of your video to Dr. Castleberry on DVD.
  • Show your video in class and answer any questions.

Student Work From Dr. Castleberry's Class

Chris Etheridge, Instructor

The equipment and software available to students in the Digital Storytelling and Editing classes is fantastic, but the Multimedia Hub staff's expertise and troubleshooting abilities are the true value of this space.

Without the Hub's support, these journalism students could not get the critical skills that prepare them for a job in the digital environment.

Student Work From Chris Etheridge's Class