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.

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

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