| Dozent/in |
Prof. Sara Rubinelli, PhD |
| Veranstaltungsart |
Masterseminar |
| Code |
FS261042 |
| Semester |
Frühjahrssemester 2026 |
| Durchführender Fachbereich |
Gesundheitswissenschaften |
| Studienstufe |
Master |
| Termin/e |
Do, 26.02.2026, 10:15 - 12:00 Uhr, HS 15
Do, 05.03.2026, 10:15 - 12:00 Uhr, 3.B58
Do, 12.03.2026, 10:15 - 12:00 Uhr, 3.B58
Do, 19.03.2026, 10:15 - 12:00 Uhr, 3.B58
Do, 26.03.2026, 10:15 - 12:00 Uhr, 3.B58
Do, 02.04.2026, 10:15 - 12:00 Uhr, 3.B58
Do, 16.04.2026, 10:15 - 12:00 Uhr, 3.B58
Do, 23.04.2026, 10:15 - 12:00 Uhr, 3.B58
Do, 30.04.2026, 10:15 - 12:00 Uhr, 3.B58
Do, 07.05.2026, 10:15 - 12:00 Uhr, 3.B58
Do, 21.05.2026, 10:15 - 12:00 Uhr, 3.B58
Do, 28.05.2026, 10:15 - 12:00 Uhr, 3.B58 |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly |
| Inhalt |
Theories and models of persuasion: Foundational and contemporary frameworks explaining how communication influences attitudes, intentions, and behaviors in health contexts.
Persuasive technologies and digital environments: Exploring how digital platforms, algorithms, and AI-driven tools are designed to shape health-related decisions and engagement.
Persuasion research and evidence-based practice: Reviewing empirical methods and key findings that inform the design and assessment of persuasive health communication.
Designing effective health messages: Principles of message framing, narrative design, visual communication, and emotional appeal for diverse audiences.
Principles of health campaigns: Strategic planning and implementation of health communication initiatives across interpersonal, community, and mass media levels.
Foundations of social marketing: Applying marketing concepts such as segmentation, targeting, and the “4Ps” to achieve public health and social outcomes.
Principles of health advertising: Understanding the role, techniques, and ethics of health-related advertising across commercial and public domains.
Evaluation of social marketing and health campaigns: Approaches to assessing effectiveness, impact, and ethical implications through qualitative and quantitative research. |
| E-Learning |
All teaching material is provided via the e-learning platform moodle. |
| Lernziele |
This course explores how marketing principles and persuasive communication strategies can be applied to promote health, well-being, and social good. Students will master the theoretical, methodological, and practical foundations of social marketing and health advertising, with a focus on how media-led campaigns can effectively influence health-related knowledge, attitudes, and behaviors.
Integrating insights from behavioral science, communication theory, and digital media studies, the course emphasizes the design of evidence-based, ethically responsible, and audience-centered health campaigns that respond to contemporary challenges such as misinformation, digital engagement, and equity in communication.
By the end of this course, students will be able to:
• Understand and critically apply theories that explain the mechanisms of persuasion, behavior change, and message framing in health communication campaigns and advertising.
• Plan, design, implement, and evaluate social marketing campaigns and health interventions aimed at individual and societal benefit.
• Develop and assess health advertising strategies tailored to different audiences, channels, and cultural contexts.
• Integrate behavioral insights, segmentation techniques, and participatory approaches to enhance campaign effectiveness.
• Critically reflect on the ethical, cultural, and social implications of using marketing and media strategies in health promotion.
By the end of this course, students should be able to:
- identify challenges and solutions in influencing health behavior,
- understand the role of theories in planning interventions targeted to health behavior,
- master theory, research and practise to generating successful health campaigns and health interventions that use social marketing
- develop and implement evaluation plans to assess the impact of health campaigns and health interventions that use social marketing
- develop health advertising for appropriate decision-making by patients and consumers. |
| Sprache |
Englisch |
| Begrenzung |
priority MSc Health Sciences students
Core course for all students with Major Health Communication. |
| Anmeldung |
Moodle: https://elearning.hsm-unilu.ch/course/view.php?id=992
|
| Leistungsnachweis |
The final grade for this course will be based on a class project. Specifically, students will be asked to conduct a social marketing group-project including theoretical and empirical sections.
IMPORTANT: In order to earn credits and participate at the exam registration via Uni Portal within the exam registration period is MANDATORY. Further information: www.unilu.ch/en/study/courses-exams-regulations/health-sciences-and-medicine/exams/ |
| Abschlussform / Credits |
written assignment / 3 Credits
|
| Hinweise |
Teaching methods:
This course will be conducted through interactive classes (including presentations from both the lecturer and students and class discussions) and class projects based on role-play exercises. |
| Hörer-/innen |
Ja |
| Kontakt |
sara.rubinelli@unilu.ch |
| Material |
The teaching material is based on PowerPoint slides, videos, scientific articles and selected sections of books. |
| Literatur |
- O’Keefe D. Persuasion: theory and research. Sage 2002.
- McKenzie J et al. Planning, implementing and evaluating health promotion programs. A primer (6th edition). Benjamin Cummings 2012.
- Rice R., Atkin C. Public Communication Campaigns. Sage 2013.
- Lee N, Kotler P. Social marketing. Sage 2011 |