Media Production

Purpose and profile of the program

The main goal of the Media Production program is to prepare media operators with skills, skills and advanced knowledge, who, operating responsibly, will create social reality in a creative way.

The ability of students to create media products with new technologies in a multimedia environment within the university campus makes the Media Production program unique not only in Kosovo, but also beyond, for the following reasons:

– Practice is carried out inside the campus as AAB owns the ATV television, the radio, two theaters inside the campus, numerous editing rooms, directing rooms, broadcasting rooms, recording rooms, several studios and all the infrastructure of media technologies;

– Acting with social and ethical responsibility, the practical and academic work conducted within the campus and the benefit from scientific research in the field of media and technologies within the Faculty of Mass Communication, are the most advanced parts of this program.

Expected outcomes

– Understands the role of the media product in today’s digital age and the impact it has on society;

– Knows professional software for video editing, audio production and editing, basic animation and web development.

– Articulates the message and independently records public and private events in a creative and artistic way;

– Demonstrates strong practical skills to create, assemble and edit an audiovisual product;

– Independently creates a media product depending on different media platforms and channels;

– Takes responsibility for products distributed on digital platforms to be in harmony with ethical codes in society.

Title of the academic degree (correct designation)

Upon completion of the first level studies, the student receives the degree: BA in Media Production

Duration and volume

The Bachelor program is organized in 6 academic semesters, each semester consists of 15 weeks and 30 ECTS, which means the student must complete 180 ECTS for graduation.

Year I

Fundamentals of Photography – 6 ECTS

It aims to convey to students sufficient theoretical and practical knowledge based on contemporary teaching. The specific purpose of this semester course is to enable students to use the camera in a correct and technically acceptable way, to provide students with sufficient theoretical and practical knowledge in the field of photography, to prepare students that the knowledge acquired in the course of Fundamentals of Photography to apply them in their professional engagements in the field of production.

Fundamentals of Camera – 6 ECTS

Students learn theoretical and technical skills, as first they practice under the constant supervision of a (professor) tutor, and then they continue with the tasks assigned to them where they have to work as a team. Students learn skills for choosing a range of related tasks and problems similar to those faced by a professional Filmmaker. They are advised to refer to the history of film, camera, and television and a considerable range of contemporary and classic films.

Montage fundamentals – 6 ECTS

It is the recognition of the types of visual content analysis, the selection and condensation of the filmic event from the individual elements – frames to the actions in the montage – synthesis. Montage is a creative action – the rhythmic relationship of pieces assembled among themselves, in relation to the entirety of the work.

Production fundamentals – 6 ECTS

It aims to prepare the student with the basic elements of film and television program production by explaining the work: the duties and responsibilities of the Producer in film and television; to prepare a Producer on how to compile the Production File; to be able to create a professional team for the implementation of audio-visual projects; compiled the budget for audiovisual projects; such as the acquisition of basic knowledge and skills related to the phases of the production process concept up to the assembly of the project.

Graphic design – 6 ECTS

It aims to convey to students sufficient theoretical and practical knowledge based on contemporary teaching. The specific purpose of this semester course is to explain the transformations that have occurred in modern design and today’s convergence with social networks; analyze the evolution and dynamics of classic graphic design from traditional to new media and today’s convergences; enable the student to autonomously identify a topic of the nature of media convergence and research it; enable the student to apply the appropriate practices to analyze the preferences of the audience as a message-receiver and the product that the media offers to this audience.

English language – 6 ECTS

This course aims to improve the language skills of students. Therefore, this course builds on students’ existing knowledge and language skills by engaging students to do the following: improve general comprehension skills; build vocabulary through listening and speaking response activities; improve discussion skills through listening and speaking responses; listening carefully and thinking critically.

Audio-visual history – 6 ECTS

To equip and support students with culture and general knowledge of global audio-visual history. The course offers a journey through the moments, movements, authors and achievements that have marked the history of human culture, from prehistoric times to the present day. For students to achieve progress, knowledge and analytical skills to better understand the nature of art, culture and media, by learning, analyzing, debating the history of audio-visual from the first cave drawings to holograms and virtual-reality; to explain cultural transitions in different social stages throughout history, and the influences that arts/artists brought to societies and systems throughout human history; to enable students to identify the different periods and stages of all art disciplines and audio visual phenomena.

Camera-practice – 6 ECTS

Students learn skills for selecting a range of related tasks and problems similar to those faced by a professional cinematographer. As for the syllabus, their work is constantly evaluated and critiqued by tutors in order to improve their skills. They are advised to refer to the history of film, camera, and television and a considerable range of contemporary and classic films. This is a very good opportunity for them to exercise their creative skills, having the chance to see their ideas come to life.

Year II

Fundamentals of screenwriting and directing on TV – 6 ECTS

It aims to acquire the theoretical knowledge and practical skills of students, to enable them to write and produce content for television, through different formats, techniques and styles applicable in the world of television. Specific objectives: to acquire basic knowledge and skills related to television writing and production; gain a basis for understanding the world of television and its relation to entertainment, culture, history, technology, ethics and aesthetics; learn to analyze and create television content, research, produce and make television, to be ready to become part of the media industry.

Fundamentals of screenwriting and directing in Film – 6 ECTS

The course enables students to analyze how film creates meaning through particular forms, techniques and styles; how the industrial element affects the way films are produced and received; and how the social context in which they are created and consumed affect the way films are understood. Specific objectives: to acquire basic knowledge and skills related to film writing and production; gain a basis for understanding cinematography and its relationship to culture, history, technology and aesthetics; learn to create and analyze moving images, research, produce and make art, to be ready to become part of the film industry.

Brand design with typography – 6 ECTS

It is lectured to the students of the Media Production program, with the aim of conveying to the students sufficient theoretical and practical knowledge, relying on contemporary teaching. To explain the transformations that have taken place in modern design and today’s convergence with social networks; analyze the evolution and dynamics of classic graphic design from traditional to new media and today’s convergences; enable the student to autonomously identify a topic of the nature of media convergence and research it; enable the student to apply the appropriate practices to analyze the preferences of the audience as a message-receiver and the product that the media offers to this audience.

Brand design in media – 6 ECTS

To explain the transformations that have taken place in modern design and today’s convergence with social networks; analyze the evolution and dynamics of classic graphic design from traditional to new media and today’s convergences; enable the student to autonomously identify a topic of the nature of media convergence and research it; enable the student to apply the appropriate practices to analyze the preferences of the audience as a message-receiver and the product that the media offers to this audience.

Online journalism – 6 ECTS

It aims to provide students with advanced theoretical knowledge and practical skills, which will enable building competencies in the field of using new forms of journalism in the digital age. The specific goals of the course are: to provide students with comprehensive knowledge of the techniques and skills of a journalist operating in an interconnected media environment; to prepare students to apply this new knowledge in an integrated way through media formats and different digital platforms; enable students to reflect on the vitality of the web, evaluate and identify trends and opportunities in online media.

Political communication in democracy – 6 ECTS

This course introduces the basic concepts of political communication in the age of new generation media. While the media’s role in mediating between political actors and the public has increased, so has the importance of publicists and press agents and public relations agendas, otherwise known as the political public relations industry. The course aims to elaborate the role of political actors and their relationship with mass media within the political communication process.

Montage on television – 6 ECTS

The purpose of the course is to be aware of the types of visual analysis of the content, the selection and condensation of the filmic event from its own elements – frames to actions in montage – synthesis. Montage is a creative action – the rhythmic relationship of pieces assembled among themselves, in relation to the entirety of the work.

Montage in film – 6 ECTS

The purpose of the subject is to know the types of visual analysis of the content, the selection and condensation of the filmic event from the individual elements – frames to the actions in the montage – synthesis. Montage is a creative action – the rhythmic relationship of pieces assembled among themselves, in relation to the entirety of the work.

Television production I – 6 ECTS

The goals of this course are for students to become familiar with media production, respectively with television production, including various television productions and formats, the management aspect of television production as well as trends and new media. This course will be based on the management of the three main relationships in production: Budgets, People, and Time. Students in this course will be introduced to all aspects of Production: Production and Directing, Production and Script, Production and Camera, Production and Audience.

Television production II – 6 ECTS

The purpose of this course is for students to finally know how to share the different formats of television production, from common content to specific content such as TV series and movies. Special importance will also be given to the business aspect of television production, how to market to customers, how to sell through advertising and produce content according to market requirements.

Television broadcast – 6 ECTS

It is intended for students to become familiar with the basics of television broadcasting, including lectures on the basic concepts of TV today in the world and in our country. To understand the concept of television broadcasting and television. To learn about the practices that are applied in the television broadcasting process. To analyze and evaluate all the spheres that television production carries.

Year III

Ethics in media – 5 ECTS

It aims to equip students with theoretical and analytical knowledge of journalism ethics as well as complex reports that appear in the ethics-communication-media context. To deepen students’ knowledge about behavior, morality, code in journalism. It will relate the main problems of ethics, from concepts to consequences and sanctions. To become concretely familiar with examples of violations of ethics by journalists and the consequences it has caused to the affected persons.

Digital marketing – 6 ECTS

The main purpose of this course is to provide students with knowledge and skills about the business advantages they have today in digital marketing and the importance of this marketing for the success of an organization. The objectives of this course are: to acquaint students with the basic concepts of digital marketing; enable them to distinguish digital marketing from traditional marketing; to analyze the different strategies of digital marketing and the differences, advantages and management difficulties of this marketing; to enable them to be creative in designing and managing an advertising message in the online space.

Media management – 6 ECTS

The main goal of this course is to raise students’ knowledge of how to manage a broadcasting medium, especially television, as one of the most powerful mediums in terms of influence. Students will also be required to write papers on television, its transformation into the digital age and its transition to new social media. The objectives of the course are: to explain the developments and evolution of television as a broadcaster from its beginnings to the present day; to explain to them the values ​​of television news as among the main factors that distinguish this visual media from other media; to analyze the impact of television on social processes and on the creation of new social realities; to explain the transformation of television to social media; to enable the student to research a topic of the nature of the impact of television on society.

Financial management in media – 6 ECTS

This module aims to develop the skills and increase the students’ knowledge about the role and management of finance as well as the use of instruments to improve financial decision-making and ensure the economic sustainability of the organization. The specific goals of this module are as follows: To equip students with the basic theoretical concepts of finance; to inform about the importance of finances and their efficient management in the organization’s performance; to develop the skills of using different instruments and methods for measuring the performance of the organization; to encourage students to apply their knowledge in writing and preparing reports and case study analyzes that are elaborated during the module.

Marketing managament in media – 6 ECTS

The purpose of the course is to acquaint students with marketing and business strategies in communication. The course is based on acquiring and mastering the general knowledge necessary for interpersonal communication in any business environment, and the most effective design of messages in all forms of business communication. Specifically, the course aims to: train students in terms of knowing the general characteristics of media marketing management of different focus groups; recognition of the interaction of the service industry with other activities of the economy and the media; different aspects of the manager’s role to be able to design a plan for service activities from the field of media marketing services.

Social media management – 6 ECTS

The purpose of this course is to acquaint students with the role of social media in the age of networking and to enable them to draft a message. The objectives of the course are: To acquaint students with the basic concepts of social media and their management strategies; to enable them to use social media for publicity purposes; build research capacities to measure public preferences; develop critical evaluations and judgments about today’s online communications; to be responsible citizens and professionals in the heterogeneous and global online public.

Lighting in TV and Film – 6 ECTS

Teaches students lighting techniques for TV, digital video and film production. Using a variety of lab projects and location settings, students will use lights, filters, in-camera special effects, and camera movement. Topics also include the operation of film cameras, light meters, and the selection of film stock. Objectives: students to achieve progress, knowledge and analytical skills to better understand the nature of lighting in TV and Film, by learning, analyzing, debating about lighting in various TV shows up to reality-shows.

Professional practive in TV – 7 ECTS

It aims to introduce students to the basics of television production, including lectures on the basic concepts of TV today in the world and in our country. To learn about practices that are applied in the television work process. The basic and latest standards that are applied in television will be presented. To see directly the communication and cooperation of the staff in the television premises.

Production project – 6 ECTS

The purpose of this course is to enable students to analyze, generate, prepare, finance, collaborate and implement a specific media project. Specific objectives: to gain knowledge about the importance of professional preparation of a media project; to gain skills in conducting a media project and presenting it to other parties; gain skills in implementing a media project, including collaborations, financing and reporting.

Sound in Radio, TV and Film – 6 ECTS

This course provides an overview of sound as a form of communication and practice. Each medium has its own sound due to its form and the treatment it receives with the equipment it possesses. Creating dramatic intensity makes the listener emotionally interact with the content of the prepared materials. Specifically, the course aims for: students to have the ability to work with professional tools and software for sound design and recording; the benefit of sound recording experience in a controlled environment; ability to engage in a creative task within limited limits and present the result in accordance with its specifications.

Media, culture and society – 5 ECTS

The course provides an introduction to media and communication science. The course aims to introduce basic concepts and models for the scientific study of media and communication, and demonstrate how media is connected to culture and society, and provides an overview of how media can be studied – as structure, production, content and from the audience’s point of view. The specific goals of the course are: to provide students with the knowledge to distinguish mass media from other types of media and gain a better understanding of the different forms of communication that have developed over time; to prepare students how to critically evaluate the relations between media, culture and society; inform students about the legal and ethical issues that media professionals and users may face.

Drama Analysis and Interpretation – 7 ECTS

The purpose of the course is to train the student to speak monologues; to enable to launch the thought in mass; build confidence during the presentation before the mass; have communication skills; to know how to manage theirself during different interpretations. This course will introduce students to techniques important to the use and development of a range of skills, knowledge and understanding of drama and theatre, embracing the creative, interpretive, historical and analytical aspects of the subject.