Mar 28, 2024  
Academic Catalog 2018-2019 
    
Academic Catalog 2018-2019 [ARCHIVED CATALOG]

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MSC-566 Brand Psychology and Transmedia Storytelling

4 semester credits
This course focuses on the creation of transmedia storytelling strategies for brands based on the psychologies of branding, storytelling and social behaviors in media. Transmedia storytelling is an additive, 360-degree approach driven by story and user participation. It is quickly becoming the norm in entertainment, marketing, politics, education, healthcare and social advocacy campaigns. A transmedia storytelling strategy is the coherent telling of a story across multiple media platforms to create opportunities for social interaction and engagement with multiple access points and paths of experience. The purpose of this course is to combine psychological theory with best practices to analyze and create strategies that leverage the power of technology and the drivers of social participation to maintain brand-story coherence. The course looks at the integration of multiple elements to achieve this end: evolving media technologies, narrative structure and psychological impact, consumer behavior, brand psychology, technology attributes, audience targeting, and process design. Students will learn to build stories and storyworlds for brands, causes and organizations to create an immersive psychological experience.
Delivery Method: Online
Grading Default: Letter
Learning Outcome(s):  

  1. Demonstrate an understanding of how social media norms have changed consumer psychology and how that influences persuasive communications and media design and use.   
  2. Understand the psychology of story and how stories engage metaphors, archetypes and mental models to construct brand meaning.
  3. Describe the structural and psychological differences between transmedia and cross media or multi-media.
  4. Evaluate the role of transmedia storytelling and the impact on user experience in marketing and messaging campaigns.
  5. Examine and compare the benefits and limitations of different media assets and platforms in delivering a story based strategy taking into consideration the psychology of immersion, presence, engagement and efficacy while maintaining developmental and cultural appropriateness and sensitivity.
  6. Demonstrate how to use psychological theory to inform.



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