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Apr 29, 2024
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MSC-566 Brand Psychology and Social Storytelling4 semester credits
This course combines the psychology of branding and storytelling with the power of social participation and distribution to engage customers and promote brands across media technology platforms. Creating and applying storytelling to messaging today means orchestrating across multiple platforms and designing for social participation and brand-story coherence. It demands the integration of multiple elements: understanding the media environment, narrative structure, consumer behavior, brand psychology, 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. Social storytelling is not repurposing a message for multiple media channels. It is an additive, 360-degree approach to branding driven by story and user participation. Transmedia storytelling is the structural approach behind successful entertainment franchises, like Game of Thrones and Mad Men, and brand campaigns, such as Intel’s Inside Films and TOMS Shoes, that built story around social participation. This has become 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.
Delivery Method: Online
Grading Default: Letter
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