Date
14 Apr 2026 16:00 - 26 Jun 2026 09:00
Location
Online
Host university
University of Hamburg (UHH)
Mode
Online
WP
WP 3
Target groups
Master students,
PhD students
Duration
Up to 1 semester in length
Reference code
EUG2_T3_6_0195
Type of event
Course
Recognition
Transcript of records - ECTS
Language
English
Recruitment of participants
No Limit
The master level course “Pro-Social Engagement and Donation Behavior – Psychological Nudges and Marketing Instruments” addresses the substantial problem of attracting, retaining, and reactivating donors of substances of human origin or volunteers.
For example, one blood donation holds the potential to save up to three lives. However, blood is considered a scarce resource that can only come from humans. In the summer of 2024, countries like the United States or Germany faced a blood shortage, widely reported in the media. Specifically, the American Red Cross reported a national blood shortage with inventories declining by over 25%, primarily due to record-setting heat that disrupted more than 100 blood drives across nearly all states. Likewise, in Germany, major events like the UEFA European Football Championship were key drivers of the blood shortage, reducing donor turnout. As a result, some planned surgeries had to be postponed due to critically low blood reserves. The same pressing issues arise with respect to organ donation or plasma donation.
In this course, we will present insights with respect to blood donation, plasma donation, organ donation, volunteering, psychological motives, nudging, and marketing mix. The course is taught by experts in the field from: German Red Cross Blood Donation Services, VU Amsterdam, WU Wien, European Blood Alliance.
Content and Methodology
The course is designed for Master students and PhD Students. All sessions will be held online. The meeting link will be provided after succesful registration. The exam is a teamwork preparation of a case (5 pages). Submission by email by June 26.
The University of Hamburg Business School is providing 6 ECTS for successful completion of the course. Credits must be approved by the student's home institution. Students need to confirm with their programme coordinator to make sure this is recognised.
Course Overview
| Session | Date | Lecturer | Topic |
| ONLINE SESSION 1 | TUE 14.04. 16.00-17.30 (CET) | Prof. Dr. Michel Clement (University of Hamburg) Dr. Sigrun Leipnitz
(German Red Cross Blood Donation Service North-East) | Introduction and presentation of course work |
ONLINE SESSION 2 | MON 27.04. 16.00-17.30 (CET) | Prof. Dr. Pascal Güntürkün
(WU Wien) | Organ donations – opt-in versus opt-out organ donation policies |
ONLINE SESSION 3 | TUE 28.04. 16.00-17.30 (CET) | Dr. Sigrun Leipnitz
(German Red Cross Blood Donation Service North-East) | Managing blood donations |
ONLINE SESSION 4 | MON 04.05. 16.00-17.30 (CET) | Dr. Lena Kristin Kunz
(German Red Cross Blood Donation Service North-East) | Managing volunteering |
ONLINE SESSION 5 | TUE 05.05 16.00-17.30 (CET) | Prof. Dr. Edlira Shehu
(RUG Groningen) | Marketing Strategies I |
ONLINE SESSION 6 | TUE 18.05 16.00-17.30 (CET) | Prof. Dr. Eva-Maria Merz (VU Amsterdam) | Sociology and donors |
ONLINE SESSION 7 | TUE 26.05 16.00-17.30 (CET) | Dr. Rita Queirós Pereira and Dr. Susana Fernandes (ULS São João Blood Bank, Porto) | Medicine and donors |
ONLINE SESSION 8 | MON 01.06 16.00-17.30 (CET) | Prof. Dr. Michel Clement (University of Hamburg) | Marketing Strategies II |
ONLINE SESSION 9 | TUE 02.06. 16.00-17.30 (CET) | Peter O'Leary (European Blood Alliance) | How Europe secures supply of blood – the EU perspective |
ONLINE SESSION 10 | MON 08.06. 16.00-17.30 (CET) | Dr. Besarta Veseli
(University of Hamburg) | Marketing Strategies III |
ONLINE SESSION 11 | TUE 16.06. 16.00-17.30 (CET) | Prof. Dr. Eamonn Fergusson (University of Nottingham) | Psychological Insights in donation behavior |
ONLINE SESSION 12 | TUE 23.06. 16.00-17.30 (CET) | Prof. Dr. Michel Clement (University of Hamburg) | Wrap up and discussion of case |
SUBMISSION
OF CASE | JUNE 26, 09:00 | Michel.clement@uni-hamburg.de | |
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