Feb 08, 2023
This 3-course, online certificate is designed for professionals who want to apply psychological theory and research to the use, impact, and development of media and technology. Students gain theory and practice of how media affects individuals and cultures and how media can be used for socially constructive purposes. They create applied solutions for sustainable change.
Students will focus their studies on either media neuroscience or brand psychology and audience engagement.
Brand Psychology & Audience Engagement emphasis
- Build marketing and PR plans to increase profitability, longevity and customer engagement.
- Learn the new standards in branding and marketing to extend reach in the marketplace.
- Develop user personas to find and engage your audience.
- Identify and construct targeted audience profiles.
- Learn how to create satisfying and engaging user messages, services, and products.
- Understand the effects of transmedia storytelling in building successful entertainment franchises.
Media Neuroscience emphasis
- Designed for professionals of varied backgrounds who want to learn and apply persuasion theories based on ground-breaking neuromarketing research.
- Study the psychology of human motivation.
- Gain new insight on how visual perception impacts media design and message.
- Influence the way people think, buy and work.
- Review the pros and cons of popular theoretical frameworks used to explain and predict the effect of public information and social advocacy messaging.
- Discover ways to improve the persuasive effect of any media campaign.
- Understand the impact of neuroimaging technologies on neuromarketing research.
- Learn how the nervous system influences neuromarketing methods.
- Use eye tracking, EEG, GSR and fMRI research to solve marketing, social advocacy, advertising communication, and public campaigns.
Effective date: 09/01/2015
Two required courses and an elective choice per the student’s chosen emphasis:
Brand Psychology & Audience Engagement
Electives (choose one from these three):
Electives (choose one from these four):
Total Semester Credits: 12