Beyond teaching CSR and ethics in tertiary education: The case of the University of Nicosia, Cyprus (EU)

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

The research investigates a cause-related marketing campaign launched by the University of Nicosia, Cyprus; and identifies the scope and rational of the campaign, the stakeholders and actions involved, and the outcomes of the campaign, through a multi-perspective view. The research adopts the case study methodology and its findings show that, in the organisational perspective, the key aims of the campaign were to instil a strong 'volunteerism' spirit amongst its academic community (students, faculty and staff), as well as to enhance the university's social responsibility reputation. The findings further show that CSR in tertiary education institutions demands for an approach that is comprehensive, planned, with specific aims, means and ends, and integrated within the organisational marketing strategy and communications' mix. The research also underlines the need for further research in this area, particularly in terms of employee volunteerism and its relationship with cause-related marketing (CRM).

Original languageEnglish
Pages (from-to)97-122
Number of pages26
JournalWorld Review of Entrepreneurship, Management and Sustainable Development
Volume14
Issue number1-2
DOIs
Publication statusPublished - 1 Jan 2018

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Teaching
Education
Marketing
Personnel
Students
Cyprus
Tertiary education
Corporate Social Responsibility
Communication
Volunteerism
Cause-related marketing

Keywords

  • Cause-related marketing
  • Corporate social responsibility
  • CRM
  • CSR
  • Employee volunteerism
  • Higher education
  • Image
  • Reputation
  • Tertiary education
  • Universities

Cite this

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title = "Beyond teaching CSR and ethics in tertiary education: The case of the University of Nicosia, Cyprus (EU)",
abstract = "The research investigates a cause-related marketing campaign launched by the University of Nicosia, Cyprus; and identifies the scope and rational of the campaign, the stakeholders and actions involved, and the outcomes of the campaign, through a multi-perspective view. The research adopts the case study methodology and its findings show that, in the organisational perspective, the key aims of the campaign were to instil a strong 'volunteerism' spirit amongst its academic community (students, faculty and staff), as well as to enhance the university's social responsibility reputation. The findings further show that CSR in tertiary education institutions demands for an approach that is comprehensive, planned, with specific aims, means and ends, and integrated within the organisational marketing strategy and communications' mix. The research also underlines the need for further research in this area, particularly in terms of employee volunteerism and its relationship with cause-related marketing (CRM).",
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