Communication Campaigns and Research

URL study guide

https://studiegids.vu.nl/en/courses/2025-2026/AM_470129

Course Objective

In this course students will gain an understanding of:Communication theory and theories of persuasion that relate to mass and new media health campaignsHow to analyze campaign content in terms of message factors and communication strategiesHow to develop and deliver mass media and new media communication campaign messagesHow to evaluate the effects of a media health campaign (by using quantitative methods)How to advise institutions about (the implementation of) mass and new media communication campaigns

Course Content

This course, fits in the program of the specialization Prevention and Public Health. Within this specialization you are trained to become a health promotor who is able to work in a theory
- & evidence-based way and is able to link research, practice and policy. In this course, students will learn about the creation of theory-based health communication campaigns, how to analyze the effect of such campaigns, reflect on the communication strategies used in health campaigns, advise institutions on campaign strategies and prepare for campaign evaluation. In course readings and lectures, students read and apply relevant communication theory (e.g. about theories of persuasion and message factors like framing, fear appeals, evidence, and affect). Students will learn more about both the intended and unintended effects of campaigns and how to understand and measure these effects. Furthermore, we will pay particular attention to the use of mass and new media for health campaigns and how to target particular risk groups. The course will culminate in assignments in which students will combine theory, research and practice. Students will reflect on real-life health campaigns in terms of the communication strategies and message factors used to achieve the campaigns’ aims and reach specific target groups. In one of the assignments, theory-based hypotheses will be articulated and tested using a real-world dataset. There will be attention for planned development and evaluation of communication strategies. The course will include some ‘hands-on practice' with evaluation analyses as well, which eventually lead to reflecting on the campaign-of-interest, and use their insights on communication strategies to advise the campaigns' health organization to further improve their intervention.

Teaching Methods

This course is rewarded with 6 ECTs. Communication Campaigns and Research is a full-time course, this means that 42 hours a week are necessary to pursuit the goals of this course. Regular attendance during the weeks is mandatory. Teaching activities include: lectures (L), work group meetings (W), project work, consultation hours, and feedback on assignments (PRO), and computer practica (PRA).

Method of Assessment

The course entails an individual assessment that counts for 50% of the final grade of this course. An assignment conducted in small groups counts for 50% of the final grade of this course. To pass this course you have to have at least a 5.5 for both the individual assessment and the group assignment.

Literature

Obligatory literature will be provided through a literature list consisting of scientific articles in the course manual (and Canvas).

Target Audience

MSc Health Sciences

Custom Course Registration

Registration for this course via VU-net.

Additional Information

This course will be offered for the final time within the MSc Health Sciences in the 2025–2026 academic year.

Entry Requirements

At the start of this course, we expect you to master knowledge, insight, attitude and skills at a level which is comparable to the final qualifications stated by the Bachelor Health Sciences at the VU.

Recommended background knowledge

Basic experience with SPSS. The following course of the Master health sciences is strongly recommended: ‘Health Promotion and Disease Prevention’.