Course Title: Producing for the Digital Economy

Part A: Course Overview

Course Title: Producing for the Digital Economy

Credit Points: 24.00


Course Code




Learning Mode

Teaching Period(s)


RMIT University Vietnam


840H School of Communication and Design


Viet3 2023

Course Coordinator: Dr. Nick Cope

Course Coordinator Phone: +842836223460

Course Coordinator Email:

Course Coordinator Location: 2.5.53

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study

You should have satisfactorily completed all Year One and Year Two Core Courses before you commence this course. 

Alternatively, you may be able to demonstrate the required skills and knowledge before you start this course.  

Contact your course coordinator if you think you may be eligible for recognition of prior learning.   

Course Description

In this course you will analyse institutions and channels that identify and appraise, fund, produce, market, exhibit and distribute digital film- and video-based products. You will investigate the changing dynamics of storytelling, production, business models, audience and interaction within the context of low-cost digital devices and global content-sharing platforms. You will develop – from concept through preproduction – a marketable digital project. You will pitch this project to an expert panel that will provide feedback on the possible market impact of your proposal. Using this feedback you will produce a detailed proof of concept demonstration of your project. Based on this demonstration, you will produce a marketing plan for your project that targets a specific digital platform and audience segment.

Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes

In the course you will develop the following program learning outcomes: 

PLO1: Use industry, social, cultural and historical contextual knowledge to explain and analyse digital film and video practice and culture 

PLO4: Select and use contemporary tools, methods and approaches to envision, develop and produce digital film and video work 

PLO5: Communicate with a range of stakeholders to plan, organise, execute and evaluate team-based and self-managed digital film and video projects

Course Learning Outcomes

Upon successful completion of the course you will be able to: 

CLO1: Explain key film and video industry functions and distribution channels. 

CLO2: Develop commercialisable intellectual property rights.  

CLO3: Deliver producible digital projects for distribution.  

Overview of Learning Activities

In this course you will integrate your existing contextual and technical knowledge, and apply your film-making skills, to develop a marketable digital offering through collaborative project work. This will require you to take on various roles and functions in the production and marketing process, and to develop an informed response to peer and expert critique.

Overview of Learning Resources

You will have access to technical resources such as camera, lighting, sound recording equipment and editing tools, as well as studio-based learning spaces.  You will be provided with diverse learning and teaching resources, including web-based resources, library collections, and online learning content. You will also be provided with a range of educational support services, including peer-led academic mentoring, tutorials, and internship and mobility support services.  

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. 

Assessment Tasks 

Assessment Task 1: Analysis: institutions and channels, 20%, CLO 1.  

Assessment Task 2: Project pitch, 20%, CLO 2.  

Assessment Task 3: Proof of concept (group), 40%, Addresses CLOs 2 & 3.  

Assessment Task 4: Marketing plan, 20%, CLOs 2 & 3.  

Feedback will be given on all assessment tasks. 

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more. 

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.