Abstract
As the continued viability of companies increasingly depends on the public’s confidence in their commitment to social justice, sustainable design and environmental responsibility, companies must be prepared to reconsider what and how they communicate, to whom and for what purpose. Corporate communication programs therefore have a responsibility, not only to our graduates and their future employers, but to those whose lives will be affected by their values and decisions.
This chapter will consider the implications, opportunities and challenges of embedding the principles and practices of corporate social responsibility (CSR) in the design and delivery of advertising, marketing communications and public relations programs within the context of the administrative, economic and conceptual constraints resulting from the 2008 financial recession.
References
Barford, V., & Holt, G. (2013, May 21). Google, Amazon, Starbucks: The rise of ‘tax shaming’. BBC News Magazine. Retrieved March 8, 2016, from http://www.bbc.co.uk/news/magazine-20560359
Barnbrook, J., et al. (1999, Autumn). First things first manifesto 2000. Eye Magazine. Retrieved March 10, 2016, from http://www.eyemagazine.com/feature/article/first-things-first-manifesto-2000
Barnett, R. (1992). Improving higher education: Total quality care. Bristol: Open University Press.
Boulding, K. (1956). The image. Ann Arbor, MI: University of Michigan.
Brennan, R. (2012, February 10). Teaching marketing at university level. Higher Education Academy Report. Retrieved March 1, 2016, from https://core.ac.uk/download/files/125/9256646.pdf
Brown, G. (2001). Assessment: A guide for lecturers (Learning and Teaching Support Network (LTSN) Generic Centre Assessment Series Number 3).
Camilleri, M. A. (2016). Reconceiving corporate social responsibility for business and educational outcomes. Cogent Business & Management, 3.
Collini, S. (2012, February 24). The threat to our universities. The Guardian.
Crumpton, H. E., & Gregory, A. (2011). “I’m not learning”: The role of academic relevancy for low-achieving students. The Journal of Educational Research, 104(1), 42–53.
Entwistle, N. (2003). Concepts and conceptual frameworks underpinning the ETL project. Occasional Report 3, 3–4.
Entwistle, N., McCune, V., & Hounsell, J. (2002). Approaches to studying and perceptions of university teaching-learning environments: Concepts, measures and preliminary findings of the ETL project. Occasional Report 1: Enhancing Teaching-Learning Environments in Undergraduate Courses. Retrieved July 21, 2012, from http://www.etl.tla.ed.ac.uk/docs/etlreport1.pdf
Fitzmaurice, M. (2008). Voices from within: Teaching in higher education as a moral practice. Teaching in Higher Education, 13(3), 341–352.
García-Rosell, J.-C. (2012). Struggles over corporate social responsibility meanings in teaching practices: The case of hybrid problem-based learning. Management Learning, 0(0)1–19.
Garland, K. (1963). First things first. Retrieved March 10, 2016, from http://www.designishistory.com/1960/first-things-first/
Hanlon, G., & Fleming, P. (2009). Updating the critical perspective on corporate social responsibility. Sociology Compass, 3(6), 937–948.
Haski-Leventhal, D. (2014). MBA student values, attitudes and behaviors: A cross-cultural comparison of PRME signatory schools. SAM Advanced Management Journal, 79(4), 29.
Hasrouni, L. (2012). Cultivating values—How business schools can plant the seeds of change. Responsible Business, July–September, 54–67.
Hidi, S., & Harackiewicz, J. M. (2000). Motivating the academically unmotivated: A critical issue for the 21st century. Review of Educational Research, 70(2), 151–179.
Hockings, C., Cooke, S., Yamashita, H., McGinty, S., & Bowl, M. (2008). Switched off? A study of disengagement among computing students at two universities. Research Papers in Education, 23(2). Retrieved July 21, 2012, from http://www2.wlv.ac.uk/celt/Projects/RPiEAcademic_Feb08.pdf
Ikenberry, D. L., & Sockell, D. (2012). Occupy our business schools. Bloomberg Business. Retrieved March 25, 2016, from http://www.businessweek.com/business-schools/occupy-our-business-schools-01112012.html
Institute of Business Ethics. (2013). Tax avoidance as an ethical issue for business. Issue April 31.
Johnson, S. (2013). The future of sustainability is design, not communication. Retrieved February 23, 2016, from http://www.sustainablebrands.com/news_and_views/communications/future-sustainability-vdesign-not-communication
Kahu, E. R. (2013). Framing student engagement in higher education. Studies in Higher Education, 38(5), 758–773.
Kendrick, A., Fullerton, J. A., & Kim, Y. J. (2013). Social responsibility in advertising: A marketing communications student perspective. Journal of Marketing Education, 35(22), 141–154.
Mandelson, P. (2009, December 22). Letter to Tim Melville-Ross, Chairman, Higher Education Funding Council for England. Retrieved October 24, 2010, from http://www.hefce.ac.uk/news/newsarchive/2009/HEFCE,Grant,settlement/
Matten, D., & Moon, J. (2004). Corporate social responsibility education in Europe. Journal of Business Ethics, 54(4), 323–337.
Molesworth, M., Scullion, R., & Nixon, E. (2010). The marketisation of higher education and the student as consumer. London: Routledge.
Newstead, S. E., & Hoskins, S. (2003). Encouraging student motivation. In H. Fry, S. Ketteridge, & S. Marshall (Eds.), A handbook for teaching & learning in higher education. London: RoutledgeFalmer.
Nicholson, C. Y., & DeMoss, M. (2009). Teaching ethics and social responsibility: An evaluation of undergraduate business education at the discipline level. Journal of Education for Business, 84(4), 213–218.
Nieuwenkamp, R. (2016, January 22). 2016: CSR is dead! What’s next? OECD. Retrieved March 9, 2016, from http://oecdinsights.org/2016/01/22/2016-csr-is-dead-whats-next/
Office for National Statistics (ONS). (2015, September 2). Contracts with no guaranteed hours: 2015. Retrieved March 23, 2016, from http://www.ons.gov.uk/employmentandlabourmarket/peopleinwork/earningsandworkinghours/articles/contractswithnoguaranteedhours/2015-09-02
Organisation for Economic Co-operation and Development (OECD). 2016. Inequality. Retrieved March 24, 2016, from http://www.oecd.org/social/inequality.htm
Parsons, D., Hill, I., Holland, J., & Willis, D. (2012). Impact of teaching development programmes in higher education. HEA Research Series. York: The Higher Education Academy.
Porter, M. E., & Kramer, M. R. (2011). The big idea: Creating shared value. Harvard Business Review, 89(1), 2.
Rutherford. (2012). Why advertising students should be required to write. Networks Higher Education Academy (17).
Rutherford. (2015). Improving student engagement in commercial art and design programmes. International Journal of Art & Design Education, 34(1), 89–101.
Sanacore, J. (2008). Turning reluctant learners into inspired learners. The Clearing House: A Journal of Educational Strategies, Issues and Ideas, 82(1), 40–44.
Shepard, K. (2015). Higher education for sustainable development. Basingstoke: Palgrave Macmillan.
Stes, A., Min-Leliveld, M., Gijbels, D., & Van Petegem, P. (2010). The impact of instructional development in higher education: The state-of-the-art of the research. Educational Research Review, 5(1), 25–49.
Stevens, M. (1999). Human capital theory and UK vocational training policy. Oxford Review of Economic Policy, Oxford University Press, 15(1), 16–32.
Thomas, L., & Jamieson-Ball, C. (Eds.) (2011). Engaging students to improve student retention and success in higher education in Wales. York: Higher Education Academy.
Turker, D., Vural, C. A., & Idowu, S. O. (Eds.). (2016). CSR, sustainability, ethics & governance. Springer. Retrieved from http://link.springer.com/book/10.1007/978-3-319-26716-6
Waller, D. S., & Lanis, R. (2009). Corporate social responsibility (CSR) disclosure of advertising agencies: An exploratory analysis of six holding companies’ annual reports. Journal of Advertising, 38(1), 109–122.
Webb, J. (2016, February 11). The “shared value” of corporate social responsibility. The Financial Times. Retrieved March 11, 2016, from http://blogs.ft.com/mba-blog/2016/02/11/the-shared-value-of-corporate-social-responsibility/
Wittgenstein, L. (1937/1998). Culture and value (G. R. von Wright Ed.). London: Wiley-Blackwell.
Yorke, M., & Longden, B. (2008). The first-year experience of higher education in the UK. York: Higher Education Academy.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 The Author(s)
About this chapter
Cite this chapter
Rutherford, Scullion, R. (2017). Embedding Social Responsibility in HE Corporate Communications Degrees. The Place of CSR in Teaching Corporate Communications Programs (Advertising, Branding and Public Relations). In: Theofilou, A., Grigore, G., Stancu, A. (eds) Corporate Social Responsibility in the Post-Financial Crisis Era. Palgrave Studies in Governance, Leadership and Responsibility. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-40096-9_1
Download citation
DOI: https://doi.org/10.1007/978-3-319-40096-9_1
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-40095-2
Online ISBN: 978-3-319-40096-9
eBook Packages: Business and ManagementBusiness and Management (R0)