Pharmacy

VINCENZO CESTARI
DEBORA CUTULI

At the end of the course, the student will know the main theoretical models and psychological bases of communication, will understand the processes of message production, comprehension, and persuasion, and will be able to critically analyze communicative dynamics in interpersonal, healthcare, and mass contexts, recognizing the mechanisms of misinformation and vaccine hesitancy. The student will develop appropriate communication skills and the ability to apply the acquired knowledge in professional and research contexts.

No specific prerequisites are required.

The course provides students with an overview of the main research topics in Communication Psychology.
The following subjects will be covered during the course:
• Basic concepts of communication
• Basic concepts and history of Psychology
• Comprehension and production of messages
• Different codes in communication
• Persuasive communication
• Strategic pharmaceutical marketing
• Communication of bad news, with particular reference to medical misinformation
• Vaccine hesitancy
• Risk communication
• Communication processes in conflict situations
• Mass and digital communication

The following textbooks are useful for exam preparation:
- Lotto, L., & Rumiati, M. (2013). Introduzione alla psicologia della comunicazione. Bologna: Il Mulino.
- Pallonari, M. (2017). Marketing farmaceutico strategico. Superare le sfide del mercato globale con una gestione e comunicazione efficace. Palermo: Dario Flaccovio Editore.

Possibly handouts available on the course e-learning platform.

- Lotto, L., & Rumiati, M. (2013). Introduzione alla psicologia della comunicazione. Bologna: Il Mulino.
- Pallonari, M. (2017). Marketing farmaceutico strategico. Superare le sfide del mercato globale con una gestione e comunicazione efficace. Palermo: Dario Flaccovio Editore.

The course will mainly consist of lectures. Students may also be offered thematic projects or in-depth activities to be carried out individually or in small groups.

Classes will be held in person; attendance, although recommended, is not mandatory.

The assessment consists of a written test with three open-ended questions, to be completed within a maximum time of one hour.

1) Summarize the main theories of mass communication, highlighting their fundamental processes, distinctive features, and impact across different communicative contexts.
2) How is memory structured according to the Atkinson and Shiffrin model (1968), and what role does it play in communicative processes?

• Introduction to the Psychology of Communication
  • Books: Lotto, L., & Rumiati, M. (2013).Introduction to the Psychology of Communication. Bologna: Il Mulino.


• Basic Concepts of Communication and Communication Theories
  • Books: Lotto, L., & Rumiati, M. (2013).Introduction to the Psychology of Communication. Bologna: Il Mulino.


• History of Psychology and Brain Areas Involved in Language
  • Books: Lotto, L., & Rumiati, M. (2013).Introduction to the Psychology of Communication. Bologna: Il Mulino.


• Models and rules of communication
  • Books: Lotto, L., & Rumiati, M. (2013).Introduction to the Psychology of Communication. Bologna: Il Mulino.


• Visual codes and verbal codes
  • Books: Lotto, L., & Rumiati, M. (2013).Introduction to the Psychology of Communication. Bologna: Il Mulino.


• Non-verbal communication
  • Books: Lotto, L., & Rumiati, M. (2013).Introduction to the Psychology of Communication. Bologna: Il Mulino.


• Persuasive communication
  • Books: Lotto, L., & Rumiati, M. (2013).Introduction to the Psychology of Communication. Bologna: Il Mulino.


• Misinformation
  • Books: Pallonari, M. (2017). Strategic Pharmaceutical Marketing. Overcoming Global Market Challenges with Effective Management and Communication. Palermo: Dario Flaccovio Editore.


• Barriers to communication
  • Books: Pallonari, M. (2017). Strategic Pharmaceutical Marketing. Overcoming Global Market Challenges with Effective Management and Communication. Palermo: Dario Flaccovio Editore.


• Communication in conflict
  • Books: Lotto, L., & Rumiati, M. (2013).Introduzione alla psicologia della comunicazione. Bologna: Il Mulino.Pallonari, M. (2017). Strategic Pharmaceutical Marketing. Overcoming Global Market Challenges with Effective Management and Communication. Palermo: Dario Flaccovio Editore.


• Pharmaceutical Marketing
  • Books: Pallonari, M. (2017). Strategic Pharmaceutical Marketing. Overcoming Global Market Challenges with Effective Management and Communication. Palermo: Dario Flaccovio Editore.


• Mass communication
  • Books: Pallonari, M. (2017). Strategic Pharmaceutical Marketing. Overcoming Global Market Challenges with Effective Management and Communication. Palermo: Dario Flaccovio Editore.Lotto, L., & Rumiati, M. (2013).Introduzione alla psicologia della comunicazione. Bologna: Il Mulino.


• Groups and communication within groups
  • Books: Pallonari, M. (2017). Strategic Pharmaceutical Marketing. Overcoming Global Market Challenges with Effective Management and Communication. Palermo: Dario Flaccovio Editore.