• Social Psychology

  Dr. Michal Reifen Tagar

  The goal of the course is to provide students with a broad introduction to the field of social psychology, including major themes, domains, of inquiry, concepts and terms, and methods of scientific inquiry. In addition, the course aims to provide students with critical-thinking skills and a critical perspective on the social world in which we live.
• Introduction to Statistics A

  Dr. Michal Kanat-Maymon

  The purpose of the course is to equip students with basic knowledge of Statistics which will allow them to critically read and understand research reports based on statistical analyses and enable them to conduct simple statistical analyses. The course will focus on Descriptive Statistics – methods and statistical indexes aimed at describing types of variables, data distribution, and associations between two variables.
• Psychology and Neuroscience: An Interdisciplinary Approach A

  Dr. Limor Shtoots

  This course provides a vital introduction to the connection between brain and mind. We will learn about the life of the cell, and the structure (anatomy) and function (physiology) of the neuron. We will then survey the architecture of the brain and nervous system, and learn about the neurotransmitters and hormone chemicals required for its operation (as well as those that alter it…). Along the way, we will learn about the techniques used to study the brain, such as EEG and fMRI.
• Introduction to Psychology

  Prof. Gilad Hirschberger

  This class will provide a broad overview of the field of psychology and will place emphasis on psychology as a scientific discipline. Over the semester we will learn about the different subfields of psychology and about the current questions and debates that are concerning psychologists today. We will also discuss the different ways to apply psychological knowledge outside of the lab.
• Philosophy of Science

  Dr. Ori Rotlevy

  This course provides an introduction to questions in the philosophy of science and psychology. We will examine the scientific status of psychology and more general questions such as what distinguishes science from "pseudo-science"; How scientific revolutions occur, and how this effect our conception of psychology. We will also explore basic themes in the philosophy of psychology such as the mind-body problem and the nature of consciousness: Is the mind observable in M.R.I. images? Is our subjectivity reducible to objective description?
• Probability

  Dr. Lior Galili

  The course covers basic concepts in probability theory, and is designed to provide the students with the theoretical background for future statistics courses.
• Introduction to Statistics B

  Dr. Michal Kanat-Maymon

  The course will focus on basic concepts of Statistical Inference and the ways researchers generalize findings from a specific sample to the population from which this sample is drawn. Students will learn to perform and analyze simple statistical tests, such as Z tests, T-tests, and One-way Analysis of Variance.
• School Seminar

  The goal of this seminar is twofold: first, to introduce students to the Reichman University school of psychology faculty and their research programs, and second to expose first-year students to the diversity of psychological research and the way researchers think and go about their work. At every meeting, a different faculty member will present one of her/his research projects. Students will take an active part in introducing the speakers and their fields of research.
• Developmental Psychology

  Dr. Ortal Shimon Raz

  The course will expose students to fundamental topics in the growth of mind and behavior, from infancy to adulthood, in both typical and abnormal development. The course will take a particularly interdisciplinary approach - from neurons to neighborhoods, and even nations - as we discuss the interplay between biology, psychology, and culture in shaping a child's growth trajectory. Topics will include: the development of perception and action, language and thought, and the understanding of self and others. We will link the class topics to current debates regarding development, such as the effect of the media, changing family structures, and how to best invest in the children of today for future generations to flourish.

   
• Cognitive Processes A: Sensation & Perception

  Dr. Michael Batashvili

  The foundation of all thought, behavior, and emotion is our interaction with the world through our senses. We will begin our cognitive journey by exploring the fundamental processes of sensation and perception, as exemplified in the chemical senses of taste and smell. We will then turn to the world of sound and hearing, and investigate how we perceive environments, speech, and music. After the Pesach break, we will touch on psychophysics - the mechanisms that scientists use to characterize individual and general perceptual abilities. On the basis of that foundation, we will explore the capacities and limitations of human vision, the most vital of senses. We will discover the processes and brain bases of our visual perceptual abilities: the structure of the eye; the early stages of visual perception; seeing shape, color, and motion; seeing objects, faces, and places; and vision for action.
• Psychology and Neuroscience: An Interdisciplinary Approach B

  Dr. Limor Shtoots

  This course provides more knowledge about the interface between brain and behavior. We will learn about the principles of evolution, get a glimpse at animal behavior, and investigate the mechanisms of sex and reproduction. We will track the homeostatic processes involving feeding, circadian rhythms, sleep, and dreaming, and find out about the hormones that help control them. We will learn how motor actions are executed, and about the diseases that impair them.
• Practical Statistics Using SPSS

  Mr. Ehud Levitin

  In this course, we will learn how to apply the knowledge gained from the statistical courses using IBM SPSS software - the world's leading statistical software for social sciences. We will learn how to insert data into SPSS, how to build a fully defined data file, how to build new variables, and perform transformations on existing variables. We will also learn to analyze data using the software, including producing descriptive statistics, performing any statistical tests taught in the statistical courses, and interpretation of the outputs.
• English for Psychology Advanced 2

  Dr. Yohanna Levy

  English for Psychology Advanced 2 focuses on developing students’ academic reading and writing skills in topics related to their subject major: Well-being (Positive Psychology) and Cross-cultural Psychology, using academic research articles.

  
  In addition, the course develops students’ academic skills by requiring them to conduct a mini research project and write their findings in a short research paper, using the articles they have read as a model. Students present their research and findings in class in academic presentation style.

• Research and Measurement Methods

  Dr. Karin Zohar Cohen

  This course is an introduction to the methods and tools of psychology as a science. You will be provided with the basic principles, theoretical and practical, of research methods in psychology. Topics covered include the scientific perspective in psychology, hypotheses construction and testing, operationalization of theoretical constructs, research designs, measurement tools, data collection techniques, and ethical considerations in psychological research. You will also participate in an experimental laboratory in which you will develop, design, run, analyze and report independent research (see separate syllabus).
• Cognitive Processes B: Attention & Language

  Dr. Michael Batashvili

  This course will explore the worlds of language, attention, knowledge, and intelligence, and attempt to understand the brain bases of those functions. We will consider the organization of knowledge in the mind, including categorical knowledge and the lexicon. We will try to understand the processes of understanding language, producing speech, reading, and writing. We will also get acquainted with cognitive and neuropsychological disorders such as ADHD, hemispatial neglect, aphasia, dyslexia, and dysexecutive function, and how they might be treated. Other questions to be discussed: How do we solve intellectual and practical problems (reasoning, induction, deduction, and inference)? What is required for us to multitask? What is intelligence? Are there really gender differences in cognition?
• Multivariate Statistics A

  Dr. Maya Lecker

  The purpose of the current course is to deepen the student's understanding of inferential statistics. In this semester, we will dive into tests of Analysis of Variance (ANOVA) and follow-up tests, both in theory and practice.
• Theories of Personality

  Dr. Sharon Riwkes

  This course will present the different approaches in psychology to assess the nature of the personality. We will begin by discussing temperamental and biological aspects of personality and review empirical findings regarding how personalities are shaped and developed. We will then shift focus to the psychodynamic school –Freud’s Psychoanalysis and the Object Relations School (Klein and Winnicott). We will also present Self-, Interpersonal-, and Relational-Psychology approaches. Additionally, students will learn about the Humanistic and Cognitive-Behavioral Schools. Learning will emphasize students' ability to integrate, compare and critique the different theories.
• Biological Basis of Behavior - Advanced Topics

  Dr. Limor Shtoots

  This course builds on the material we studied in "Psychology and Neuroscience: An Interdisciplinary Approach". We will begin with an overview of human genetics – the foundations of what we become in life. This leads us to an overview of the biology of development, from the moment of conception until old age. The second part of the course explores the biological foundations of emotions and of personality and provides the biological background for understanding psychopathology. This will hopefully lead us to a better appreciation of the fine line between normalcy (if there is such a thing…) and insanity.
• Psychology and Social Change

  Dr. Uri Lifshin

  In the course, we will explore ways in which psychology can promote social change. The tools and the professional knowledge of psychologists make them key players in social change. The course will examine how psychological theories and research can be applied to help advance social change at the theoretical and practical levels.
• Organizational Psychology

  Dr. Osnat Bouskila-Yam

  This course will provide an overview of basic topics in Organizational Psychology – the study of human behavior in organizations. In this course, we will explore individuals’ behavior in organizations on an individual, group, and organizational levels. We will learn the basic theories and concepts in the field and implement them in class, assignments and exams. In the course we will discuss different theories and empirical findings regarding employees' motivation for work, individual differences and their influence on job selection and performance, leadership processes in organizations, work in groups and teams, organizational culture and other issues confronted by employees, managers and consultants at the workplace today. This course will enhance students’ understanding of the world of business and related career concerns.
• Introduction to Clinical Psychology

  Dr. Eve Lishner-Freud

  This is an introductory course in clinical psychology and psychotherapy. The primary goal of this course is to introduce students to the work of the clinical psychologist and to primary therapeutic approaches in clinical psychology: a) the psychoanalytic-psychodynamic approach, b) the cognitive-behavioral approach, and c) the family systems approach. For each one of the three therapeutic approaches, we will go over the underlying theoretical assumptions, how the approach conceptualizes the causes of psychological disorders, how the approach conceptualizes the change process, and the therapeutic techniques used in each approach.
• Cognitive Processes C: Memory & Reasoning

  Dr. Jonathan Levy

  Cognitive Processes C will deal with the world of memory. In addition to studying its underlying systems and biological mechanisms, we will examine it in relation to philosophical and societal questions in our daily lives: How can memory define who we think we are, our emotions, attitudes, and wellbeing? How does it influence the way we relate to the society we live in, and to its members? We will examine how memory is intertwined with the way we reason, make decisions, and creatively solve problems. Finally, we will speculate on how memory manifests in the present era of artificial intelligence and virtual realities.
• Multivariate Statistics B

  Ms. Maya Lecker

  This course is designed to develop skills for data analysis. The goal is to provide you with a conceptual understanding of analysis techniques and with practical tools for conducting statistical analysis. You will also participate in weekly recitation sessions, in which lecture materials will be reviewed and practiced, and training with the SPSS statistical software will be provided.

Core Courses

• Psychological Skills II and Field Experience

  Dr. Yasmin Fulder Heyd, Dr. Chantal Stern Azachi, and Dr. Efrat Salton Meir

  During the course, students will experience training and guidance in different settings of the different domains in the psychology field. Students will receive professional guidance from the place in which they will be assigned for their fieldwork, and will also receive additional personal and group training at Reichman University. During the course, the students will learn to recognize the psychological workplace environment in the field, will experience personal and professional processes that are involved in psychological work, and will promote personal development of skills needed in psychological practice. The course is annual and will take place once a week, 3 weekly academic hours. Once a fortnight the course will be in a group format, and once in a fortnight in a personal training format. The group meetings will deal with different topics related to work experience and theoretical conceptualizations. The topics will be raised by both the professor and the students, by presenting a short presentation. In the personal training meetings, students will raise topics related to their fieldwork and personal experiences that they wish to process and analyze with the professor.
• Abnormal Psychology A

  Dr. Joshua M. Weiss

  The first part of this year-long course, Semester A, will provide students with an introduction to the field of abnormal psychology. Students will first explore this subject through historical, socio-cultural, as well as biological contexts. Students will then study the etiology of symptoms, learn about classification and assessment of psychopathology, and explore the associations between maladaptive behaviors, diagnoses, and treatment approaches. This course will combine lectures, self-studying and reading, and clinical case material.
• Psychology, Culture and Society

  Dr. Michal Reifen Tagar, Prof. Tamar Saguy

  This course places psychological processes in the broad context of intergroup dynamics. Individuals differ as a function of their cultural background, gender, socio-economic class, ethnicity, religion, nationality and sexual orientation. Students will be introduced to theories and research about the psychological meaning of group membership, with a focus on power differences between groups. The course will involve lectures, presentation of media segments, discussions, and interactive activities with the students (including debate assignments).
• Abnormal Psychology B

  Dr. Joshua M Weiss

  The second part of this yearlong course, Abnormal Psychology B, will continue to provide students with an introduction to the field of abnormal psychology. We will start out by discussing some basic issues regarding psychopathology that are currently being reevaluated in the field. We will then study different manifestations of psychopathology such as in eating disorders, psychotic disorders, disorders in sexuality, addictions and substance abuse, personality disorders, and developmental disorders including both childhood and aging problems. Students will study the etiology of symptoms, learn about classification and assessment of different disorders, and explore the associations between maladaptive behaviors, diagnoses, and treatment approaches. This course will combine lectures, self-studying and reading, and clinical case material. In this class, we will be reading, viewing, and scientifically discussing potentially sensitive material. The instructor will provide a preview of the material before each lecture to allow students to prepare themselves both intellectually as well as emotionally for the content of that week. Students should be aware of the emotionally relevant, and potentially evocative nature of an in-depth study of psychopathology.

Theoretical Seminars One Semester: Choose One

• Psycholinguistics, Emotions and Conflict Resolution

  Dr. Orly Idan

  The field of psycholinguistics is a specialized area combining psychology, linguistics, and cognitive science. Psycholinguistics focuses on the mental representations and processes that underlie human language use; particularly, cognitive processes that make it possible to generate a grammatical and meaningful sentence, as well as processes that make it possible to understand utterances, words, and texts. Furthermore, the field examines how groups of people are able to interact in dialogue. Stemming from theories on the relationship between language and thought, the seminar will provide a broad overview of how language serves as a "window into human nature", focusing on the interface between language, emotions, and conflict resolution. The relationship between language and our perceptions of reality will be discussed, with a particular emphasis on the role language of inter-group relations and intractable conflicts have on inducing emotions and, perhaps, on determining our attitudes within the context.
• Developmentof Prosocial & Antisocial Behaviors

  Dr. Sarit Steinmetz

  The course's goal is to learn how to systematically write a theoretical paper using the subject of children's social-emotional development. Specifically, based on the literature looking at the factors contributing to the development and maintenance of pro- and anti-social behaviors among children, students will write a paper supporting a thesis of their choice. Thus, beginning from studying the subject, searching for a topic and choosing one, through deciding on a thesis, and writing a logical, coherent and fluent argument based on theory and research to date, and making meaningful conclusions, we will learn throughout the semester the process of writing.
• Cognitive Challenges and their Solutions

  Dr. Michael Batashvili

  In this theoretical seminar, students will write a theoretical seminar paper and will develop their academic writing and reading skills. This course will focus on the broad areas of maths anxiety and areas of memory. Maths anxiety encompasses the feelings of tension and apprehension when manipulating numbers or completing maths-based tasks (Ashcraft, 2002). Whilst it can be related to general anxiety, it is a distinct form of anxiety. There is a lot of consistent evidence that states maths anxiety is negatively related to maths performance, and that those with maths anxiety avoid degrees or jobs that involve maths, limiting their future prospects. Students will read scientific texts and extract and organize theoretical information from multiple sources.

Research Seminars Two Semesters: Choose One

• Avatar Psychology

  Dr. Beatrice Hasler

  Avatars and virtual environments are no longer science fiction. Virtual reality (VR) has become a mainstream medium with millions of users world-wide. Social scientists have begun to use VR and avatars as a new research tool to simulate and study human social behavior. VR is particularly interesting for psychological research as it enables us to experimentally manipulate and measure a range of psychological variables (high realism). But VR can go beyond simulating reality and allows for transformations of our body representation, the environment in which we interact or the actions we perform in ways that are not possible in real life. This new methodological paradigm makes it possible to study psychological questions that could not have been investigated before, such as how does being in a dark-skinned virtual body change light-skinned people’s racial experimental control) in a naturalistic, close-to-real-life environment (high ecological prejudice, or how can experiencing harassment from a victim’s perspective change gender-related attitudes? This seminar introduces virtual reality as a new psychological methodological research method and illustrates how it can overcome limitations of traditional psychological methods. In Semester B, the students will conduct a seminar research project using virtual reality.
• The Neurobiology of Attachment; Healthy and Pathological Processes

  Prof. Ruth Feldman

  The course will enable active involvement in research focusing on the neurobiological basis of human attachment. We will discuss the hormonal systems that underpin human affiliations: between parents and children, among spouses, and between close friends, particularly the oxytocin system. We will also address the brain networks that support attachment and the behavioral components that contribute to human attachment. The course will involve both formal lectures and hands-on participation in research on attachment in healthy populations and under conditions when bonding fails, such as maternal postpartum depression and parenting under high stress.
• Existential Social Psychology

  Dr. Uri Lifshin

  In this seminar, students will conduct an empirical study and will write an APA-style research paper. We will focus on the broad and extended framework of terror-related theories focused on the motivation to minimize anxiety. management theory (TMT; Greenberg et al., 1986; Solomon et al., 2015) and on others. According to TMT much of human behavior is aimed at reducing the potentially anxiety-provoking awareness of our mortality.
  
  This theory has been applied to illuminate a very broad spectrum of human social behavior including the psychological function of self-esteem, cultural worldviews, religion, intergroup conflicts, prejudice, close relationships, sexuality, attitudes towards nature, political psychology, and health-related decisions. It may also be used to better understand various psychological disorders related to anxiety. This year we will also present in this class the novel motivated helplessness hypothesis (Lifshin et al., 2020), according to which, helplessness against threats in specific domains can serve an anxiety-buffering function, and protect people from experiencing fear, anxiety, guilt, or threats to self-esteem. This hypothesis may be used to further understand the psychological function of helplessness and how it might relate to human behavior in various contexts including threat management, psychopathology, and social change.
  Together we will develop and test new and diverse lines of research in this extended framework. We will also specifically address the COVID-19 pandemic on human psychology from an existential-social psychological perspective.
• Brain and Mind

  Dr. Limor Shtoots

  This two-year program provides outstanding 2nd and 3rd year undergraduate psychology students (3rd and 4th year for psychology-business and psychology-law students) with the opportunity to explore the relationship between mind and body, and to participate in ground-breaking research. The "Brain and Mind" internships take place in RU laboratories and in Sagol Neuroscience Center of Sheba Medical Center at Tel Hashomer. During the 1st year of the program, participants acquire methodical research skills in neuroscience or neuropsychology (EEG, eye-tracking, physiological markers, MRI, animal behavior, sleep studies, neuropsychological testing, psycho-pharmacology, programming and analysis in Matlab, E-prime, etc.) (Instead of Guided Research course - 2 academic credits). During the 2nd year of the program, students commit 14 hours weekly to participate in a research project under the supervision of senior researchers (earning a total of 8 academic credits: 4 academic credits instead of Psychological Skills / Field Experience, and 4 academic credits for writing a Research Seminar).
• Honors Thesis

  Prof. Boaz Ben-David

  The Honors Program in Psychology is designed to give outstanding B.A. students who plan a career in Psychology a unique opportunity to learn about and engage in original research. In the first year of the program, students will meet with professors coming from different psychological fields, and discuss their research together. We will practice scientific thinking, reading and writing of academic papers, how to present research to an audience and more. In the second year, the program involves participation in a seminar (where students present and discuss their independent research) and requires the completion of an original, independent research project, resulting in an Honors Thesis. The program takes place in English.

Elective Courses Students are required to Choose four of the following courses

• Understanding Autism - introduction to theory and practical aspects

  Dr. David Fellah

  The goal of this course is to introduce students to the growing knowledge of what is known about autism spectrum disorder (ASD).
  The course will present an overview of introductory materials on the characteristics of ASD, diagnostic criteria, assessment and evaluation of ASD, neurological brain findings, overview of etiology, ASD across the lifespan and the impact on the family, various therapeutic treatments and methods which are used to help benefit individuals with autism.
• Mindfulness – A Scientific and Experiential Approach

  Ms. Hilan Navot

  A unique course that combines theoretical background and mindfulness practice, inspired by the golden standard workshop for learning mindfulness (MBSR – mindfulness-based stress reduction). In the first few meetings, we will get to know the historical roots of mindfulness practice and neuro-psycho-biological research in the field. The emphasis throughout the course will be on practice and experience-based learning. Therefore, this course requires devotion to a daily practice of mindfulness meditation.
• Interpersonal Psychotherapy

  Dr. Kfir Ifrah

  Interpersonal Psychotherapy (IPT) is a short-term, evidence-based treatment approach, which has been proven to be beneficial in treating depression as well as other mental health conditions. This treatment approach assumes that social interactions have a significant impact on how one feels, and therefore focuses on improving them in order to facilitate mental health. Students will be exposed to the central tenets of this treatment approach, as well as to its detailed protocol and to studies validating its status as an established, evidence-based approach. Adjustments of this approach for treating several mental health disorders and its applications in several clinical settings (such as individual and group therapies) will be discussed. Alongside frontal lectures, the students will experientially learn important IPT techniques and strategies.
• Neurobiological basis of Psychopathology and Treatment

  Dr. Rany Abend

  Psychopathology and treatment are typically described in terms of emotional, cognitive, and behavioral processes. Important advances in clinical neuroscience research begin to offer new insight that complements these perspectives by linking symptoms to specific neural circuits. Such an interdisciplinary approach could help us better understand psychopathology and develop effective treatments. In the course, we will learn about basic circuits in the brain and how their dysfunction may give rise to different types of psychopathology, and potentially inform treatment approaches. We will also review recent clinical neuroscience research that provides novel insight on these topics, and discuss future research that we believe is important for this field.
• Functional Magnetic Resonance Imaging (fMRI)

  Prof. Amir Amedi

  Functional magnetic resonance imaging (fMRI) is a key non-invasive method for measuring high-resolution brain activity in the human brain. This approach has become a significant research tool in cognitive psychology, clinical psychology and neuroscience over the past decades. fMRI is the leading method of examining brain activity in living humans in both healthy individuals and in the clinic. MRI can be used while performing actions or experiencing various sensory and mental states. Therefore, this method has become the focus of attraction and convergence of many disciplines - Neuroscience, Psychology, Statistics, Computer Science, Medicine, Engineering and Biology. All of these, and more, use fMRI to expand our knowledge of the brain and even the mind.
• Cognitive Behavioral Therapy

  Dr. Dana Sinai

  This course aims to demonstrate the principles of CBT theory and emphasize its application in a variety of therapeutic interventions. There is a well-known misunderstanding regarding the depth and character of the change created by Cognitive Behavioral therapy (CBT). This course will demonstrate the broad applicability of the cognitive-behavioral model and the unique characteristic of the change created by cognitive behavioral therapy. The focus of the course will be on theories from the third wave of CBT. These theories that evolved mainly at the beginning of the 21st century integrate CBT with meta-cognitive models, mindfulness from Buddhism, and psycho-physiology models to create a holistic unified approach. The theoretical and practical characteristic of this course demands an active involvement of the student. I expect that the student will be familiar with the material presented by the teacher and the other students and the fundamental reading demands. This course isn't about theory alone. I will direct the student at the end of each lesson on how to implement the material not only into clinical protocols but also in their own lives to improve their wellness through various exercises.
• Introduction to Art Therapy

  Dr. Biri Rottenberg

  Creative art therapies as clinical playground - This course presents students with an overview of the psychological aspects of creative art therapies as a distinct therapeutic practice such as art therapy, bibliotherapy and music therapy. In addition, the course will provide students with the opportunity to explore and experience the theory and the practice of the creative clinical playground in class.

Guided Research Can be chosen instead of one elective course in Psychology

• Guided Research - Mindfulness, psychological flexibility and the brain

  Prof. Nava Levit-Binnun
• Hormonal Research

  Dr. Orna Zagoory
• Research on Mental Processes in Sport and Effort

  Prof. Gershon Tenenbaum
• Project Alpha: Genetic and Epigenetic Study of Psychological Development

  Prof. Tsachi Ein-Dor
• Brain Research

  Prof. Amir Amedi
• Decision-Making Research

  Prof. Shahar Ayal
• Advanced Reality Research

  Prof. Doron Friedman

Interdisciplinary Studies Third-year students are required to complete an eight-credit interdisciplinary enrichment unit

• Criminology and the Psychology of Crime

  Dr. Joshua M Weiss

  Arguably, there is no topic more interesting than studying crime and criminals. Criminology and the Psychology of Crime try to understand what is about our surroundings that encourages some people to embark on illegal endeavors and what is it in ourselves that can promote rebelliousness, impulsiveness or the violation of other people rights. We will study how society tries to control behavior that is unacceptable or harms others via policing and punishment, treatment and rehabilitation. The three major disciplines that compose Criminology are Sociology, Law and Psychology. We will be studying these three disciplines as they relate to crime and to criminals. This course will integrate theory and research together with field trips and learning via observation. This course requires the following: Attendence (Required!), semesterial exams, a short oral presentation and a final paper.
• Psychology, Brain and Life Science

  Dr. Noa Albelda, Dr. Limor Shtoots

  This course is aimed at students interested in advanced degrees in neuroscience out of an interest in academic research. Its purpose is to expose students to the theoretical and practical aspects of an academic researcher with an emphasis on researchers in the field of neuroscience. During the course the students will get acquainted with contemporary research topics in biology and neuroscience, with relevant research methods in animals and humans and with the work of leading Israeli neuroscientists. They will also visit research laboratories and institutes
• Communications

  Choose four of these courses offered in the Sami Ofer School of Communications

  Marketing and Digital Media – Dr. Zack Hayat

  Course Description: The rise in the usage of different technology channels (e.g., Facebook, Instagram, Twitter, etc.) enables an unprecedent access to consumer related data. These data can enable both organization and businesses, to more thoroughly understand their target markets. These channels also enables a direct interaction between organizations, and their target audiences. This course is designed with the aim of providing students with a through understanding of the roles different technological channels play in the marketing world, while addressing aspects such as social "contagious" dynamics, and information cascade. During this course we will discuss theoretical concepts, relevant methods, and applications that utilizes the data available by the users of different technological channels. Adjustments for remote learning: every class will be recorded' and accompanied by a question (answering these questions will constitute for 10% of the final grade). During the classes there will be extensive usage of Kahut based surveys. Course Goals: Understanding the attributes of "viral" content Understanding how UGC can be used to monitor social and business related trends Understanding how to use Buzzilla, a UGC monitoring tool. Familiarity with this tool is crucial for the completion of the course final assignment.

   

  The Online Arena: Challenges and Opportunities – Ms. Sigalit Maor Hirsh

  Information technologies, data, and algorithms increasingly impact multiple aspects of democracy and society. From an interdisciplinary perspective, this course focuses on the structure, power, and social dynamics in (and of) the digital space and its effects on democratic regimes. Such dynamics challenge traditional political and societal structures of institutions and are the core of social change, changing practices, behavior, and awareness of individuals, collectives, businesses, and societies.

   

  Media Audiences: Uses, Interpretation, and Influence - Dr. Keren Tzur-Eyal

  Course Description: The course will survey the types and roles of the audiences of the different mass media, traditional and new, as well as the processes of reception and effects of the content of different media on the audience. Among the different topics, the course will address different characterizations of audiences, the characteristics of the active audience, the relationships audiences form with characters and personalities presented in the media, and the social context of media exposure and its effects. The course will address a wide range of media, both traditional and new. Course Goals: Students will be expected to be familiar with and understand the topic of media audiences in different contexts: exposure, use, and effects of the media. Students will become familiar with central concepts in the study of media audiences as well as with central theories and methodologies in this realm.

   

  Health Communication: PR Strategies of Pharmaceutical Companies - Dr. Yaffa Shir-Raz

  In response to the Covid-19 pandemic, governments have implemented laws and policies to enforce measures such as isolation, social distancing, lockdowns, and contact tracing. The justification is that insufficient action will put millions of people at risk of serious illness or death. Yet, many critical scholars and doctors have argued that in order to implement these extreme restrictions, scare and intimidation tactics are being used, and have questioned the ethics and morality of such tactics. Some critics have pointed to deliberate biases and distortions of vital information, and misleading policy makers and the public. These critiques sharpen an important question – who shapes our knowledge of diseases and medical treatments? In recent decades, PR professionals have become the driving force behind much of the news, including health news. Pharma PR practitioners play a central role in creating public opinion and shaping our health agendas. The course will focus on the intersection between three powerful industries – the pharma industry, public relations and the media, and will address the roles played by PR practitioners in shaping media coverage, as well as health policies and clinical practices. During the course, we will try to lift the screen behind the pharma PR work, in order to understand how these influential industries operates, identify and analyze common PR strategies and tactics in this field. Among the issues we will explore: What is the best way to communicate a new drug to the public; how to build a successful drug information campaign without encouraging drug abuse; what are the best strategies to deal with a health crisis; and what role do public relations play in the age of new media and increasing use of covert advertising. In addition, we will discuss ethical issues related to PR strategies, as well as new challenges in this field, such as the increasing penetration of covert advertising and new media technologies. Course Objectives: • Have knowledge on basic concepts and definitions in this field. • Get to know central theories and models in Public Relations • Discuss history and evolution of public relations ethics and professionalism. • Understand the complex and sophisticated corporate influence process exerted by the pharma and PR industries, and the role it plays in modern society. • Be able to critically evaluate various pharma PR strategies and tactics in terms of efficiency, ethics and law, and apply ethical principles to effective public relations practice. • Discuss the integration between PR activities, overt and covert advertising, and lobbying in drug campaigns. • Examine strategies for crisis management in pharmaceutical companies. • Discuss how new challenges, such as the increasing penetration of covert advertising and new media technologies, are affecting PR professionals' work. The course will focus on the intersection between three powerful industries – the pharma, public relations, and the media, and will address the roles played by PR practitioners in shaping media coverage, as well as health policies and clinical practices. During the course, we will try to lift the screen behind the pharma PR work, in order to understand how this influential industry operates, identify and analyze common PR strategies and tactics in this field. Among the issues we will explore: What is the best way to communicate a new drug to the public; how to build a successful drug information campaign without encouraging drug abuse; what are the best strategies to deal with a health crisis; and what role do public relations play in the age of new media and increasing use of covert advertising. In addition, we will discuss ethical issues related to PR strategies, as well as new challenges in this field, such as the increasing penetration of covert advertising and new media technologies.
• Entrepreneurship

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