brand psychology & audience engagement certificate

LEAD FACULTY:Dr. Pamela Rutledgeprutledge@fielding.edu

Dr. Jerri Lynn Hoggjhogg@fielding.edu

Media Psychology Programs• Certificates– Brand Psychology & Audience Engagement– Media Neuroscience

• Master of Arts• PhD

Brand Psychology & Audience Engagement Certificate

Media Neuroscience Certificate

OVERVIEW:Brand Psychology & Audience Engagement Certificate

http://www.audiencepsych.com/

The problem

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

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.

Marshall McLuhan, 1999

Control over change is moving not with it

but ahead of it.

Anticipation gives the power to deflect and

control force.

Understand Why We React, Engage, Decide, Love And Buy

• Motivation• Beliefs & Mental Models• Archetypes• Needs• Identity• Persuasion

Attention Liking Wanting ACTION

The answer:

Brand Psychology & StorytellingAudience Engagement & Persona

DevelopmentElective

Define Your Brand

Telling the Story

Design for Participation

Brand Psychology & StorytellingAudience Engagement & Persona Development

Elective

Find Your Audience

Learn How to Listen

Persona = Research + Theory

Have Maximum Impact

Brand Psychology & StorytellingAudience Engagement & Persona DevelopmentElective

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.

Courses Total

321Required Elective

Requirements

Putting the Pieces Together

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

Studying Media Psychology

• You will learn the core psychological principles that are applicable no matter what the message, brand or technology.

Learn, Evaluate, Create

Who is this for?

advertising

business

healthcare

entertainment

design

politics non-profits

social change agents

educationmarketing

Who are we?

Dr. Pamela Rutledgeprutledge@fielding.edu

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

Dr. Jerri Lynn Hoggjhogg@fielding.edu

Director, Media Psychology Doctoral ProgramFielding 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

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:– MEDIAadmission@fielding.edu

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

For admissions requirements, application process and financial aid, contact: MEDIAadmission@fielding.edu

Faculty:Dr. Pamela Rutledgeprutledge@fielding.edu

Dr. Jerri Lynn Hoggjhogg@fielding.edu

Teaching Assistant:Tunisha Singletontsingleton@email.fielding.edu

Admissions advisor:Pam Matovellepmatovelle@fielding.edu