Communication and Corporate Social Responsability

Does not apply to this curricular unit.

The syllabus will be developed through the use of:

i) theoretical-practical sessions, with an initial expository and analysis component in the discussion of contents and path associated with Corporate Social Responsibility, as well as its strategic application in all areas of Organizational Communication.

ii) discussion sessions applied with the possibility of discussing the acquired concepts, namely in terms of the development of practical and planning skills, using case studies.

he curricular unit will develop comprehension and intervention-based competencies. Regarding its global purposes, the students should be able to conceive, manage and to evaluate a Corporate Social Responsibility (CSR) policy shaped according to an organization’s strategic guidance and the articulation with Organizational Communication (OC). Regarding its specific purposes, they are related with the understanding of CSR’s guidance; understand the CSR’s origins; characterize the relation between CSR and OC; know how to apply OC intervention techniques that fulfill socially responsible principles of action.

Regarding the knowledge under consideration, at the end of the curricular unit, the students should be able to:

– Know how to perform an analysis regarding an organization’s CRS guidance

– Know how to organize and manage a CSR project centered in OC

– Know how to characterize and to apply a CSR guidance supports of intervention

1. The content of Corporate Social Responsibility (CSR)

1.1. Personal ethics, business ethics and CSR

1.2. The fundaments and the building of CSR

1.3. The guidance, the content and the strategic importance of CSR

2. Organizational Communication and CSR: a strategic approach

2.1. Public Relations and CSR’s guidance

2.2. Internal Communication and CSR’s guidance

2.3. CSR and organizational culture

2.4. CSR’s applied diagnostic tools

2.5. The influences of CSR in the management of human assets, internal CSR guidelines and the promotion of human assets

3. Socially Responsible Projects

• - Exam - 100.0%

• - 4 Individual or group work - 50.0%
• - written test - 50.0%

NAO

Carroll, A. (2015). Corporate Social Responsibility: the centerpiece of competing and complementary frameworks. Organizational Dynamics, 44, 87-96.

Du, S., Bhattacharya, C., & Sen, S. (2010). Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication. International Journal of Management Reviews, Vol 12(1), 8-19.

Latapi, M, Davidsdottir, B. & Johannsdottir L. (2019). A literature review of the history and evolution of corporate social responsibility. International Journal of Corporate Social Responsibility, 4.1, 23 págs.

Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15(4), 323-338.

Waddock, S., & Googins, B. K. (2011). The Paradoxes of Communicating Corporate Social Responsibility. Em O. Ihlen, J. L. Bartlett, & S. May, The Handbook of Communication and Corporate Social Responsibility (pp. 23-43). Wiley-Blackwell.