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Course module: 880086-M-6
880086-M-6
Corporate Social Responsibility Communication
Course info
Course module880086-M-6
Credits (ECTS)6
CategoryMA (Master)
Course typeCourse
Language of instructionEnglish
Offered byTilburg University; Tilburg School of Humanities and Digital Sciences; TSH: Commun. and Inform. Sciences; TSH: Department Communication and Cognition;
Is part of
M Communication and Information Sciences
Contact persondr. J. Bartels
Lecturer(s)
Lecturer
dr. J. Bartels
Other course modules lecturer
Coordinator course
dr. J. Bartels
Other course modules lecturer
Academic year2019
Starting block
BLOK 3
Course mode
Full-time
Remarks-
Registration opennot known yet
Aims
Disclaimer: assignment to tutorial groups will be determined during the start of the course.

After the course, students are able to recognize 
  • different conceptualizations and operationalizations of CSR
  • consumer responses to a company’s CSR
  • employee perceptions of CSR initiatives
  • different motivations for communication of CSR
  • the role of (interactive) media in CSR communications
 
Academic Skills
After the course, students are able to
  • conduct a brief literature review on a specific topic of CSR
  • present and write a research proposal in which they formulate a particular research question, hypotheses and select an appropriate research method for the formulated hypotheses on a specific topic of CSR (online questionnaire, experiment or meta-analyses)

Specifics
1. The final grade for this course is the weighted average of the assignment and the exam. In order to pass the course, both the average grade AND the grade of the assignment and exam must be sufficient.

2. The final grade will be calculated as follows: the research proposal 40%, the written exam (open questions) 60%. The course load (6 ECTS = 168 hours) is as follows: 7 lectures x 2 hours = 14 hours, 7 seminars x 2 hours = 14 hours, research proposal 70 hours (10 hours a week), reading for seminars and exam 70 hours (10 hours a week).

3. To connect with the labour market, students will also work on a case-based assignment as preperation for some of the seminars and the exam. Students have to translate research results into practical implications for HR or Marketing Managers.
Content
Corporate social responsibility (CSR) has become increasingly relevant for the success of organizations. CSR can be defined as a company’s sense of responsibility towards the community and the environment (both ecological and social) in which it operates. Companies express this citizenship for example (1) through their waste and pollution reduction processes, (2) by contributing to educational and social programs, and (3) by earning adequate returns on the employed resources.

A central topic in the course CSR Communication, is if and how effective communication can help explain the acceptance of a company’s CSR initiatives by different stakeholders. Example questions that will be dealt with in this course are: What is the effect of communicating environmental sustainability on consumer or employee behaviour? How does the perception of CSR communication influence positive (electronic) word-of-mouth? How do consumers perceive an organization’s intrinsic and extrinsic CSR motives? What are the consequences of communicating CSR motives on a company’s corporate reputation? What is the role of social media in CSR?

The course consists of one lecture and one seminars each week. In the seminars we discuss theories and research literature related to the main research topics and we practice setting up a literature review, developing a research design and creating research materials. The seminars will be organized in small groups of students. The activities in these seminars require active participation of the students.


Compulsory Reading
  1. The exam literature for the course (on average two journal articles per meeting) will be announced through Canvas.
  2. Additional articles will be necessary for the research proposal.
Timetable information
Corporate Social Responsibility Communication
Required materials
Literature
A list of articles that can be consulted via the university online library will be provided on Canvas.
Recommended materials
-
Tests
Written (60%)

Final Result

Paper (40%)

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