Academic Branding: Professors Producing Hollywood-Style Previews to Attract Students, by Daniel A. Gross

Videos may have no clear connection to course content, but they shape the identity of the course

Harvard University was an early adopter in short videos shared across social networks to boost student interest and attendance as they “shop” for classes. They have an intimacy that course catalogs and posters lack.

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David Malan, who teaches Computer Science 50 at Harvard, shows 
video trailers for the popular course on the first day of class. (Rose Lincoln, Harvard U.)

by Daniel A. Gross • The Chronicle for Higher Education

After 25 years as a typographical designer, Richard Hunt knows the value of visual communication — which makes it a little ironic that his online course at OCAD University, an art-and-design college in Ontario, initially released lectures in an audio-­only format. Last year students accustomed to on-campus learning felt that Mr. Hunt’s “History and Evolution of Typography” course needed greater visual engagement than lecture slides could provide. This fall Mr. Hunt, an assistant professor, hopes to correct that, starting with a video trailer that went live just a few weeks ago. “We thought a trailer would put a face to the voice,” he says.

The new course trailer, released on the college’s internal network and on YouTube, begins with a simple shot of Mr. Hunt speaking. “It’s a way of selling the course to students who resist the online format,” he says.

Course trailers have become increasingly common at universities across North America, as a strategy for attracting students and for putting a public face to the institutions. Several universities have set up official media teams to help faculty members create them. Though such videos seem like a natural development in an age of online and multimedia coursework, they’ve also entered the brick-and-mortar classroom, signaling that a branding tactic once reserved for the marketplace has entered the marketplace of ideas…

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