Skip Navigation

Transmedia Marketing Through Storytelling

A core course in the Specialized Studies Program in Social Media and Web 2.0. An elective course in the Certificate Program in Marketing.

Course closed to new registrations: Call ( 949 ) 824-5414 for more information or sign up below to be notified when this course becomes available.×

Course Description

Transmedia storytelling is 360 degree marketing. The new driving force in marketing, it increases profitability, longevity and customer engagement, making a more robust, integrative and vibrant marketing campaign that extends reach in an increasingly fractured marketplace. Every business has a story; transmedia storytelling means learning how to build a story using multiple media platforms. Transmedia storytelling integrates audience experience in a converging media environment by building a narrative from different parts of a story distributed across different media. A successful transmedia effort focuses on story above technology. It creates an immersive experience using different media vehicles, from comics and film to video games and mobile apps, to motivate the audience to engage and participate. Each part functions as an independent property contributing to a common narrative reaching a wider audience with multiple points of entry. This course examines the new phenomenon of transmedia storytelling, looking at the structure of narrative, the psychology that explains how stories create audience engagement, the challenges to traditional business models, and the considerations in developing content in parallel. Students will use case studies and, at the end of the course, create or evaluate a transmedia story-strategy for a product, company, cause, or campaign. Upon completion of this course, students will be able to develop marketing strategies that take advantage of this new environment to engage and persuade.

  • Be notified when this class becomes available!

  • Details
  • $540
  • January 24, 2011 to March 06, 2011
  • Delivery Mode: Online
  • Reg#: 00444
  • ID/Units: MGMT X461.74  (1.50)
    ( Section 1 )
  • Quarter: Winter 2011


Pamela B. Rutledge, Ph.D., M.B.A., is director of Media Psychology Research Center and a partner in Rutledge Capital. She has worked for over 30 years developing communications, marketing programs, and strategies for brand development and management. As a psychologist, Dr. Rutledge researches and consults on the psychological impact of media technologies, media use, and social media applications and branding. She is the editor of the Media Psychology Review and adjunct faculty at UCLA Extension and Fielding Graduate University.

Bonnie Buckner, Masters, is CEO of MicroFocus Media, a political and corporate market research firm, and Imagined Communities, a non-profit, immersive technology-based, educational initiative. She consults privately with companies, organizations and individuals, architecting business solutions and developing ideas to their fruition. Buckner is adjunct faculty in media and political psychology at Fielding Graduate University, and has participated in numerous panels across the United States on topics as diverse as Cognitive Psychology and Producing for the Small Screen to Micro-Targeting for Political Campaigns.

Textbook Information

Textbooks for your course may be purchased from any vendor or bookseller of your choice.

Required Textbook(s):

Book - ISBN: 9783642062506
Fog, 1 ed, Springer

Meeting Schedule

EventDateDayStart TimeEnd TimeLocationRoom
On-line Meeting01/24/2011Monday12:00 AM12:00 AMOn-line classOL
On-line Meeting02/10/2011Thursday7:00 PM8:00 PMdo not useWEBINR
On-line Meeting02/24/2011Thursday7:00 PM8:00 PMdo not useWEBINR