This course combines the psychology of branding and storytelling with the power of social participation and distribution to engage customers, promote brands and influence behaviors across media technology platforms. Creating and applying transmedia storytelling to messaging is a complex proposition that demands the integration of multiple elements: the media environment, narrative structure, consumer and user psychology, media development, technology attributes, audience targeting, and process management and evaluation. Storytelling is not new, but the new media environment creates a new approach to building stories and storyworlds for brands and organizations that creates an immersive experience. Transmedia storytelling is not repurposing a message for multiple media channels. It is an additive, 360-degree approach to marketing driven by story and user experience. It is becoming the standard in branding and marketing because it increases profitability, longevity and customer engagement, making a more robust, integrative and vibrant marketing campaign that extends reach in an increasingly fractured marketplace.
Audiences, users and consumers have high expectations thanks to real time data, 24/7 connectivity and social technologies. Audience profiling allows us to identify and understand the audience to be able to create satisfying and engaging user messages, services, and products. It is equally important in order to develop strategies that use resources wisely. Every individual has a story. It is how we make sense of the world and how we decide what products to use, what organization to join and what ideas to embrace. We use the persona development process to identify the consumer’s story. This course will teach you the psychology you need to understand your audience at a fundamental level. We will create targeted audience profiles by developing personas. We deconstruct human behavior into meaning, identity, perception and motivation. Using qualitative research, appreciative inquiry and narrative meaning, you will be able to develop a persona that can drive effective communication and content development and supports a wide range of applications, including user experience, marketing strategy, fundraising, design, campaigning and recruitment.
MSC-560 The Psychology of Social Media Strategy
This course examines how the Internet and social technologies have reshaped society by transforming information distribution and human connection. The traditional one-to-many communications model is now a many-to-many social web. We will draw primarily from social psychology in the areas of social cognition, attitudes and persuasion, social construction of meaning, collaboration and group interaction, and the social implications of self-efficacy and agency. Students will gain an understanding of the psychological shifts that are driving trends such as social entrepreneurship, transmedia narratives, and collaborative culture.

MSC-552 Global Psychology: Social Marketing in a Borderless World
This course has a global perspective to explore ways in which global broadcast and narrowcast media make an impact in society, and how these media are harnessed to actively promote the advancement of social concerns. We assess the use and misuse of traditional media (radio and television), the classical entertainment media (film, theatre, art and music) and the “new” media (internet, social networks, blogs, virtual worlds, and cell phone technologies) in reaching their desired audiences and convincing them of anything.

MSC-555 Positive Psychology and the Social Entrepreneur
What character traits, emotions, and personal virtues contribute to human fulfillment and happiness? How can media serve to promote the development of these qualities at the individual, group, and organizational level? Throughout this course, students will explore the scientific discipline known as positive psychology as it relates to media consumption and development.

Apply for the Certificate in Media Psychology!

The Certificate in Media Psychology with an Emphasis on Brand Psychology & Audience Engagement at Fielding Graduate University

Why take this certificate?

This certificate is designed to help you solve the problems facing today’s communication professionals, whether you’re marketing products, promoting services, sharing ideas or advocating causes.  You will learn the psychology you need to develop and deliver a story that captures brand values, identify your audience with new depth and precision, shape your story to resonate with your audience’s needs and goals and design a strategy that fits the participatory, transmedia environment and the budget and resource constraints.

What are the requirements?

The certificate requires three courses total.  The two core courses brings together the essential features of successful engagement: Brand Psychology and Social Storytelling and Audience Engagement Through Persona Development.  The three course certificate allows you the freedom to choose the third course based on your needs and goals, whether that’s exploring social media strategy in more depth or adding experience in social entrepreneurship.

What topics are covered?

Some of the things you will learn in the two core courses include the following:

(Follow the links to read more about each topic.)