Partnership German Red Cross Blood Donation Service and the University of Hamburg, open to everyonePro-Social Engagement and Donation Behaviour – Psychological Nudges and Marketing Tools

31 March 2026

Photo: AdobeStock 222930217 und DRK

This English-language course, funded by EUGLOH, is aimed at Master’s students, PhD candidates and other interested parties, and offers an insight into marketing strategies and psychological approaches in the field of blood, plasma and organ donation.

The online course “Pro-Social Engagement and Donation Behaviour – Psychological Nudges and Marketing Instruments”, delivered in English, offers participants a European perspective on the marketing of blood, plasma and organ donations. Leading researchers from various countries share their expertise on topics such as the recruitment, retention and reactivation of donors.

Michel Clement, the course organiser and professor of marketing and media, explains: “Donations of blood, plasma and organs are in very short supply. Not just in Europe, but all over the world. In this course, we want to discuss and learn which psychological approaches and marketing tools encourage people to engage in prosocial behaviour.”

The figures highlight just how important this issue is to society: 80% of people will need a blood transfusion at least once in their lives. If there are insufficient reserves, important operations, for example, may have to be postponed.

The English-language course is funded by the European University Alliance for Global Health (EUGLOH) and is being run in collaboration with the German Red Cross Blood Donation Service, represented by the course lecturer and Business School alumna Dr Sigrun Leipnitz. Further experts come from EUGLOH’s partner universities, VU Amsterdam, WU Vienna, the European Blood Alliance and the wider research network on blood, plasma and organ donation.

The course is open not only to Master’s and PhD students at the School (registration via STiNE), but also to students at the University of Hamburg in general and to anyone else who is interested.

Students who complete the exam in the form of a teamwork case study will receive 6 ECTS credits.

Wer die Prüfung in Form einer Teamwork-Fallstudie ablegt, erhält 6 ECTS. Students not enrolled in the School should check with their programme coordinators to see if the course can be credited.

External participants can register via the link by 14 April at the latest.

For enrolment via STiNE, the deadlines for the re-enrolment and correction period are from 9 am on 7 April to 1 pm on 16 April.

The course dates in detail:

Pro-Social Engagement and Donation Behavior – Psychological Nudges and Marketing Instruments

This content has been translated automatically.