Dr. Michal Shapira

director of the marketing and digital school at Ono Academic College

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לעמוד המרצה בעברית

About

Dr. Michal Shapira ( Ph.D.) is the director of the marketing and digital school at Ono Academic College. Dr. Shapira earned her Bachelor of Arts (BA) degree in social work from Tel Aviv University (graduating Magna Cum Laude). He then completed a master’s in management (MSc.) at Tel Aviv University (Magna Cum Laude). She earned her. Ph.D. in cognitive psychology from the faculty of social sciences in Tel Aviv University and then completed her Post Doc. At the marketing department ‘ at the faculty of business administration at the Hebrew university of Jerusalem. Her research focuses on selective attention implementations in marketing and attitude change , social networks, and communication.
Dr. Shapira has extensive experience in development and training programs in leading firms and is continuously involved in the marketing, communication, and digital industry, judging in prestigious competitions designed to promote the professional standard in the industry and participating in professional conferences , panels, and discussions in the fields of marketing, communication and digital transformation. Dr. Shapira serves as a member at the board of directors and as a consultant in several organizations and involved in forums, conferences, and committees in the media, digital, and marketing industries. She also serves as Chairperson of the Committee for the Translation of Terms of marketing and Digital at the Academy of Language.

Until 2021 , Michal served as a member at the board of directors at the second authority of television and radio. She served as the chairman of the Radio Committee at the Board of Directors of the Authority. Before she served as the chairperson of the Research and Multiculturalism Committee.
She was also a member at the T.V Committee, the Committee for the Recruitment of Directors of the News Television Companies, and the Committee for the of the Representation of Women in the Media.
Michal served as VP and director of strategic planning and research at leading advertising
agencies

Education

Post-Doctorate

School of Human Resources, Hebrew University of Jerusalem, 2010.

Ph.D.

Social Sciences, Tel Aviv University, 2009.

Masters

Management, Tel Aviv University, 1994 (with honors).

B.A.

Social Work, Tel Aviv University, 1986 (with honors).

Teaching Areas

Graduate Courses (MBA, MA) Advanced Communication and Advertising Workshop Communication and Advertising Management Research Seminar in advertising and consumer behavior Marketing management Campaign management workshop Undergraduate Courses Advanced Communication and Advertising Workshop Communication and Advertising Foundations Start- up building workshop Strategic Planning Workshop

Research interests

consumer behaviour communication selective attention marketing implications social networks persuasion and attitude change

Selected Publications

Yaniski- Ravid , S., & Shapira M.,(2022) “The Digital ‘Earplug’ Streaming Music Services, Multicultural and Advanced Technology - from Segregation to integration: The Case of Arabic Music and the Israeli Playlist” in New Technology and Intellectual Property (Zemer, L., Grinbaum a D. & Gaon, A . Eds., Srigim Li-On, Israel: Nevo, 2022)
Shapira, M., Yaakobi, E. & Mazursky, D. ( 2021) White bears can walk long distances: The effects of an instruction to ignore information located in a visually differentiated location on attitude change over time. Current psychology 42, 11079–11100
Yaniski- Ravid , S . Shapira M. & Cohen Y. The Exclusion of Arabic Music from the Israeli Media’ (with Dr. Michal Shapira and Dr. Yuda Cohen).SSRN.
Shapira M., Amar M. and Grebelsky-Lichtman, T. (2017). The Positive Effect of Contradictory Information: The Effect of Verbal/Nonverbal Discrepancy on Brand Attitudes in the Short Term and the Long Term. J Account Mark, 6(253), 2.