Belén Moreno

Belén Moreno is an Assistant Professor of Advertising at the School of Journalism and Mass Communications. She began her experience at SJSU as a visiting scholar in the Communication Studies Department, having previously worked as a predoctoral professor and researcher at the University of Malaga in Spain. She was elected as a young representative for the International Communications section of ECREA, the European Communication Research and Education Association. She is also a Major/Minor Advisor at JMC and the Faculty Advisor for the Spartan Advertising Club.

Among her goals, she intends to develop a pedagogical approach based on a combination of theory and hands-on experience. Thus, she has transformed the former course Broadcast and New Media into Introduction to Branded, with a curriculum that includes designing and implementing a branded content experience for a real client. As part of this initiative, her course has been collaborating with the College of Humanities and the Arts for the past two semesters.

Current Projects

Professor Moreno's main research line is branded content and brand storytelling. She focuses on analyzing the transmission and perception of organizational messages in order to create a model for brands to become lovemarks. She also intends to develop active research that can create a real impact by involving the community in the projects. For instance, she is using her Artistic Excellence Programming Grant, sponsored by the College of Humanities and the Arts, to pursue the revitalization of the Paseo de San Antonio through a local event, The San Antonio Festival. She combines research tools, social actions, and result evaluation into a methodology aimed at creating impact.

Student Research Assistants

	Clara Lee Communication Studies/BA in progress