ID:
511607
Duration (hours):
36
CFU:
6
SSD:
PSICOLOGIA DEL LAVORO E DELLE ORGANIZZAZIONI
Year:
2025
Overview
Date/time interval
Primo Semestre (15/09/2025 - 19/12/2025)
Syllabus
Course Objectives
The course is designed to develop theoretical knowledge and applied skills in the field of psychology for social marketing. Students will: 1. Understand psychological models relevant to influencing behavior through social communication. 2. Gain familiarity with audience segmentation and psychographic profiling. 3. Explore how persuasion, nudging, and social norms can be ethically applied to shape individual and collective behavior. 4. Learn how to design, implement, and evaluate campaigns grounded in evidence-based behavioral science. 5. Apply this knowledge to develop real-world communication strategies in collaboration with professional agencies.
Course Prerequisites
A basic understanding of social and cognitive psychology is recommended. Prior coursework or self-directed learning in these areas will enhance students' ability to engage with the content and contribute actively to class discussions.
Teaching Methods
To promote engagement and skill acquisition, the course will use a mix of strategies: Lectures and Case Discussions – Presentation of models and their application in real-world campaigns Interactive Classwork – Group work and peer debate on ethical and strategic issues Guest Experts – Talks from professionals in social marketing and behavioral communication Project-Based Learning – Student teams will work on a real-world challenge provided by an external communication agency, applying course concepts to propose a behavior change campaign
Assessment Methods
The final grade will be based primarily on a written multiple-choice test: Multiple-Choice Test (31 questions) – Covers all course content, including psychological theories, strategic tools, and case applications – No oral exam or formal grading of coursework In addition, students who attend at least 80% of the classes will be eligible to participate in the campaign project, developed in response to a real brief from a communication agency. This project is formative and experiential, designed to apply psychological principles to real-world challenges. Those who participate actively in the project may receive up to 1 bonus point, awarded at the professor’s discretion, based on the quality, creativity, and relevance of the proposed campaign, as well as the level of student engagement. Participation in the project is optional and intended to enhance the learning experience for attending students only.
Texts
Course Slides (available through the online platform) Barello, S. (2025). Psychology for Addressing Global Health Challenges. Springer Nature Switzerland. – Provides a comprehensive perspective on how psychology can be leveraged in addressing public health and global challenges through behavioral interventions. Galan-Ladero, M. M., & Rivera, R. (2021). Applied Social Marketing and Quality of Life. Springer. (Part 1) – Offers practical examples of how social marketing principles can be applied to improve quality of life. (optional) Thaler, R. H., & Sunstein, C. R. (2021). Nudge: The Final Edition. Yale University Press. – A foundational book on behavioral economics and choice architecture, directly linked to several strategies discussed in the course and complementing the ethical reflections in Barello (2025).
Contents
The course is structured into 12 sessions (3 hours each) and organized around three thematic units. A key feature of the course is the opportunity to work on a real brief provided by a communication agency, allowing students to apply the lessons learned to the design of a behavioral change campaign. UNIT 1 – Foundations of Psychology for Social Marketing 1. Definitions and objectives of social marketing 2. The contribution of psychology to behavior change 3. Audience segmentation and profiling 4. Understanding motivations, barriers, and psychographics UNIT 2 – Theories and Tools for Behavior Change Core theoretical models: - Social Cognitive Theory - Theory of Planned Behavior - Transtheoretical Model - Health Belief Model - Social Ecological Model Application tools: - Message framing and emotional appeals - Storytelling and narrative persuasion - Nudging and behavioral economics - Social influence, norms, and opinion leadership - Gamification and behavioral rewards UNIT 3 – From Insight to Impact: Campaign Design and Evaluation - How to assess behavioral outcomes and impact - KPIs and evaluation strategies - Ethical dimensions of persuasive communication - Case studies and best practices - Group project: campaign development in response to a real-world brief
Course Language
English
More information
None
Degrees
Degrees
PSYCHOLOGY, NEUROSCIENCE AND HUMAN SCIENCES
Master’s Degree
2 years
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