Hello! My name is Dr. Pam Rutledge. My colleague Dr. Jerri Lynn Hogg and I have designed a certificate program on Brand Psychology and Audience Engagement at Fielding Graduate University.
Brand Psychology & Audience Engagement Program Overview
The World Has Changed Communicating effectively is more difficult than ever.
New Consumer Psychology We don’t have to tell you that consumers have a whole new set of expectations and it doesn’t matter whether you’re selling a product, an idea, an organization, running for office or trying to change the world.
14% of people trust information from companies and organizations; almost 80% trust WOM. It doesn’t have to be someone they actually know. Similar behaviors, similar site use, similar attributes give us a sense of connection that infers authority. That’s why companies hire celebrities. We take the word of people we like.
The Brand Psychology and Audience Engagement certificate is designed to give you the tools you need to succeed in this tough and ever-changing media environment. With all the self-proclaimed media gurus, certificates and MOOCs out there, why take the certificate from us? One big reason: Psychology This isn’t about the tools. The tools come and go. Don’t just solve problems. Be out in front. Have the foundations that let you see what’s coming--be ready to take advantage of new trends. We teach core psychological principles that will let you anticipate, adapt and strategize get ahead.
McLuhan When you don’t understanding the fundamentals, all you can do is rush from one platform to the next playing catch up. We teach you a framework based on human behavior that will apply no matter what technology is the “it” platform next week.
In both the core courses, you will learn the core principles of motivations, needs, persuasion, identity that drive us to notice things, react, connect and engage, like or even love and ultimately BUY.
The Answer The certificate has two core classes. You start with MSC566 Brand Psychology and Social Storytelling which is the perquisite to Audience Engagement through Persona Development
MSC566 Brand Psych In Brand psychology and Social Storytelling, we explore the main concepts related to brand meaning, personality and values, the psychology of story and storytelling in a transmedia or distributed communications world
Brands. We’ll find that brands are much more than simply products. The principles of brand psychology apply to everything from products and organizations to advocacy campaigns. We’ll also talk about how a successful brand has a powerful implicit story.
Storytelling. We’ll see that storytelling is how the brain communicates and is at the root of how we understand everything around us. We’ll apply story telling to capture and communicate brand values and meaning.
Story structure. We will deconstruct stories into archetypes, metaphors, conflict and resolution to see how they work and what makes them compelling, engaging and memorable at all levels of understanding, from instinct to conscious reason.
Transmedia construction. We will compare transmedia and cross media approaches and see what it means to expand a brand story into a storyworld that create an additive and participatory story experience across multiple media platforms.
Accountability. We will plan transmedia strategies to target specific, measurable goals. Recent student projects have created strategies for an organic food product, a domestic violence campaign, a children’s museum, an Indy musician and a mental health practice.
MSC 568 Engagement The brand story and storyworld development in MSC566 provides the foundation for MSC568 – Audience engagement through Persona Development. In MSC568, we take the flip side of the story—that of the consumer.
Every person has a story. We take marketing segmentation and audience profiling beyond basic psychographics. We use the process of persona development to step outside ourselves and see through the eyes of our consumer. In MSC568, we explore these core concepts:
Defining the persona. What is a persona? Why do we use this approach?
The core psychological principles. We identify major theories and approaches that drive human behavior, such as identity, goals, social influence, instinct, mental models and schema.
Building a persona narrative—telling the persona’s story in real terms.
Testing our assumptions using qualitative research techniques. Communicating the persona to bring stakeholders on board.
The persona is refined so that ultimately it is a solid construction of research and theory.
Finalizing and designing for the persona. The final project is the design of a strategy based on the persona development process.
Accountability. As in the transmedia strategy, the persona-based strategy will be honed to articulate qualitative and quantitative goals to measure a strategy’s success.
Part 3 – Elective The final part of the certificate is an elective chosen from three courses. You can select one depending upon your personal goals. These include:
A deeper dive into social media psychology and strategy Looking at communication impact and potential from a global perspective Integrating positive psychology into your message—we talk about empowerment versus deficit messaging in Brand Psychology & Storytelling. This gives you a fuller understanding of the positive psychology theory behind that.
3-2-1 The certificate is simple: + 3 courses, 2 required, 1 elective
Put it all together This certificate gives you a solid foundation for identifying and communicating your brand story—whether it’s to sell shoes or change the world—or , like TOMS Shoes, both simultaneously.
The Brand Psychology and Audience Engagement Certificate is designed to give you the skills and knowledge to identify the shifts in behavior and expectations of a socially networked consumer and adapt to the changing media environment. It integrates the cognitive and persuasive power of narrative strategy to build additive, immersive brand stories across multiple media platforms that are experiential and participatory. Audience profiling uses the persona development process drawing on the psychology of conscious and unconscious human needs and motivations. It provides the foundation for matching the right content to the right platform for an engaging experience that fits user capabilities and goals.
No matter what your message or communication goal, you must be able to cut through the noise with clarity and purpose. It is essential to deliver what customers actually want, not what you think they need.
What do you get out of the certificate? A set of skills that will transfer from medium to medium and expand your career potential based on media psychology.
Media Psychology The key is media psychology – technology changes, but human fundamentals do not. We are respond to messages and information as if we were still hunter gatherers on the savannah.
Student Experience This certificate is an online program, but don’t be fooled by other online experiences. Every class is capped at 10 and is designed by the faculty who teaches it. Every class, in fact, is updated to reflect market trends before every term. Your fellow students will all be mid-career professionals, bringing a wealth of information and perspectives from across industries and around the world. You will have the chance to explore, evaluate cases and create strategies with feedback from your peers and the faculty.
Who Is this Certificate For? Anyone who needs to communicate authentically and powerfully in today’s world. We have students from marketing and advertising, business, entertainment, gaming, healthcare providers, educators and non-profits who want to better understand how to craft core values into a story that their audience will embrace and share.
Your lead faculty and course designers for the certificate are Dr. Pamela Rutledge and Dr. Jerri Lynn Hogg.
Dr. Rutledge is a frequent voice for media psychology and an expert on the psychology of branding in transmedia storytelling.
Dr. Hogg is currently the president of the Society for Media Psychology and Technology at the American Psychological Association and an expert in online education and the psychology of mixed reality applications.
Things to Know Admissions officers are available at Fielding to answer your questions. Email MSCadmission@fielding.edu
• 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
– 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.
• 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
Studying Media Psychology
• You will learn the core psychological principles that are
applicable no matter what the message, brand or technology.
Dr. Pamela Rutledge
Faculty, Fielding Graduate
Director, Media Psychology
Advocate for media
psychology and the power of
storytelling to change lives
Passionate about applying
transmedia storytelling to
brand strategy and
Dr. Jerri Lynn Hogg
Director, Media Psychology
Fielding Graduate University
President, APA Society for
Media Psychology &
Advocate for the use
technology for social change
Passionate about linking
research with practice to
create effective media
Things to Know
• Courses are 12 weeks
• Student enrollment capped at 10-12 per class
• Students and faculty participate in weekly
• All courses earn academic credit that can be
transferred into the full MA degree program
• For questions about admissions requirements
and financial aid:
• 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
For admissions requirements,
application process and financial
Dr. Pamela Rutledge
Dr. Jerri Lynn Hogg