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Brand Psychology & Audience Engagement Certificate


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Overview of the media psychology certificate in Brand Psychology & Audience Engagement offered through Fielding Graduate University. Lead faculty Pamela Rutledge, PhD and Jerri Lynn Hogg, PhD

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Brand Psychology & Audience Engagement Certificate

  1. 1. LEADFACULTY: Dr. Pamela Rutledge Dr. Jerri Lynn Hogg
  2. 2. Media Psychology Programs • Certificates – Brand Psychology & Audience Engagement – Media Neuroscience • Master of Arts • PhD
  3. 3. Brand Psychology & Audience Engagement Certificate
  4. 4. Media Neuroscience Certificate
  5. 5. OVERVIEW: Brand Psychology & Audience Engagement Certificate
  6. 6. The problem
  7. 7. I trust friends more than I trust you I expect to participate I want social connection I want to be entertained in exchange for my attention I’m impatient
  8. 8. We can help • Don’t just solve problems • Learn core psychological principles • Anticipate, don’t follow • Be prepared no matter what the message, brand or technology.
  9. 9. Marshall McLuhan, 1999 Control over change is moving not with it but ahead of it. Anticipation gives the power to deflect and control force.
  10. 10. Understand Why We React, Engage, Decide, Love And Buy • Motivation • Beliefs & Mental Models • Archetypes • Needs • Identity • Persuasion
  11. 11. Attention  Liking  Wanting  ACTION
  12. 12. The answer:
  13. 13. Brand Psychology & Storytelling Audience Engagement & Persona Development Elective
  14. 14. Define Your Brand
  15. 15. Telling the Story
  16. 16. Design for Participation
  17. 17. Brand Psychology & Storytelling Audience Engagement & Persona Development Elective
  18. 18. Find Your Audience
  19. 19. Learn How to Listen
  20. 20. Persona = Research + Theory
  21. 21. Have Maximum Impact
  22. 22. Brand Psychology & Storytelling Audience Engagement & Persona Development Elective
  23. 23. Electives • MSC-560 The Psychology of Social Media Strategy – How the Internet and social technologies have reshaped society by transforming information distribution and human connection. • MSC-552 Global Media and Social Advocacy – A global perspective explores 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. • MSC-555 Positive Psychology and the Social Entrepreneur – How can media serve to promote the development of the positive emotions at the individual, group, and organizational level. It is especially relevant to the shift to empowerment marketing from deficit marketing.
  24. 24. Courses Total Required Elective Requirements
  25. 25. Putting the Pieces Together
  26. 26. Benefits • New skills and knowledge that apply no matter what the market or technology • Ability to cut through noise • Think transmedia • Deliver what customers want (not what you think they need) • Expand your career potential
  27. 27. Studying Media Psychology • You will learn the core psychological principles that are applicable no matter what the message, brand or technology.
  28. 28. Learn, Evaluate, Create
  29. 29. Who is this for? advertising business healthcare entertainment design politics non-profits social change agents education marketing
  30. 30. Who are we?
  31. 31. Dr. Pamela Rutledge Faculty, Fielding Graduate University Director, Media Psychology Research Center Advocate for media psychology and the power of storytelling to change lives Passionate about applying transmedia storytelling to brand strategy and persuasive media
  32. 32. Dr. Jerri Lynn Hogg Director, Media Psychology Doctoral Program Fielding Graduate University President, APA Society for Media Psychology & Technology Advocate for the use technology for social change Passionate about linking research with practice to create effective media experiences
  33. 33. Things to Know • Courses are 12 weeks • Student enrollment capped at 10-12 per class • Students and faculty participate in weekly discussion forums • All courses earn academic credit that can be transferred into the full MA degree program • For questions about admissions requirements and financial aid: –
  34. 34. Admissions Requirements • Bachelor’s Degree • Fill out online application form • $75 application fee that can be waived by completing the information session survey • Degree verification or official sealed transcripts • That’s it! • Application deadline for Spring 2016 is November 1, 2015 Classes start January 4, 2016 • Current tuition for this program $2240 per course • Current cost for entire certificate is $6720
  35. 35. For admissions requirements, application process and financial aid, contact: Faculty: Dr. Pamela Rutledge Dr. Jerri Lynn Hogg Teaching Assistant: Tunisha Singleton Admissions advisor: Pam Matovelle