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Nov 22, 2024
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MSC-568 Audience Engagement4 semester credits
We live in a world where attention is the scarce resource. Audiences, users and consumers have high expectations thanks to real time data, 24/7 connectivity and social technologies. It is essential to identify and understand the audience to be able to create satisfying and engaging user messages, services, and products as well as to use resources wisely. This course examines the psychology of the user through persona development to find and engage your audience. The goal of the course is to identify and construct targeted audience profiles by developing personas. Personas will be created based on psychological theory, looking at the role of personality, motivation, needs, and perception in audience engagement. Students will then test their personas using a qualitative research approach with online data. Persona development drives effective communication and content development, organizational coherence and supports a wide range of applications, including user experience, marketing strategy, fundraising, design and recruitment.
Delivery Method: Online
Grading Default: Letter
Learning Outcome(s):
- Understand the definitions of engagement relative to goals.
- Define the role of the persona and understand how it contributes internally and externally.
- Evaluate the psychological factors that contribute to persona development.
- Apply psychological theory to construct a persona for a specific goal.
- Create an ad hoc personas and test it using qualitative research methodologies.
- Translate the persona into the consumer’s story.
- Develop visual and narrative collateral for stakeholder buy-in.
- Create a persona-based strategy for a purposed application from marketing, branding, advocacy or product design.
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