MCPR 552 | Course Introduction and Application Information - Marketing Communication and Public Relations

Course Name

CSR Communication

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
MCPR 552	Fall/Spring	3	0	3	7.5

Prerequisites	None
Course Language	English
Course Type	Elective
Course Level	Second Cycle
Mode of Delivery	Online
Teaching Methods and Techniques of the Course	Discussion Group Work Q&A Critical feedback Lecture / Presentation
Course Coordinator	-
Course Lecturer(s)	Doç. Dr. Selin TÜRKEL
Assistant(s)	-

Course Objectives	The purpose of this course is to provide an overview of trends and best practices in CSR communication, point out the relation of CSR communication to other areas such as corporate communication, public relations, and marketing as well as to enable students to handle the strategic management of CSR communication in theory and practice.
Learning Outcomes	The students who succeeded in this course; Distinguish the meaning of CSR in different (institutional) contexts. Translate the meaning of CSR and its different aspects into communication management practice. Evaluate the role of CSR communication from business and society (stakeholder) point of view. Understand the psychology of effectively communicating CSR to consumers. Communicate main ideas in a clear, well-supported and understandable manner in various writing and presentation contexts. Use the concept of CSR for evaluating products, services, projects, styles of management, marketing and communication practices and companies or organizations.
Course Description	This course offers an overview of contemporary topics in the new stream of communication related to CSR issues. It has been noted that corporate stakeholders demand more and better presentation and communication of CSR initiatives and the companies are increasingly feeling the consequences of the lack of communication in terms of their CSR activities. The demand for explication of CSR efforts poses a challenge to communication functions such as corporate and marketing communication. Communicators must be aware of the fact that CSR messages are difficult to communicate and that stakeholders respond differently to them. The course will therefore provide the students the knowledge on: core perspectives of CSR, various approaches to CSR communication, organization of CSR and CSR communication in a company, as well as on models and concepts within CSR management and communication.

Course Category	Core Courses
	Major Area Courses	X
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation
1	CSR Communication – An Introduction	Türkel, S., Uzunoğlu, E., Kaplan, M. D., & Vural, B. A. (2016). A strategic approach to CSR communication: Examining the impact of brand familiarity on consumer responses. Corporate Social Responsibility and Environmental Management, 23(4), 228-242. Uzunoğlu, E., Türkel, S., & Akyar, B. Y. (2017). Engaging consumers through corporate social responsibility messages on social media: An experimental study. Public Relations Review.
2	What is CSR – its significance and development	Dahlsrud, A. (2008). How corporate social responsibility is defined: an analysis of 37 definitions. Corporate social responsibility and environmental management, 15(1), 1-13.
3	What is CSR – its significance and development	Carroll, A.B. (1999). Corporate social responsibility. Evolution of a definitional construct. Business and Society, 38, 268-295.
4	How much does CSR matter: the interplay between corporate and stakeholder discourses	Burchell, J., & Cook, J. (2006). Confronting the “corporate citizen” Shaping the discourse of corporate social responsibility. International Journal of Sociology and Social Policy, 26(3/4), 121-137.
5	Understanding the meaning and importance of CSR communication	Ihlen, Ø., Bartlett, J. L., & May, S. (2011). Corporate social responsibility and communication. The handbook of communication and corporate social responsibility, Wiley-Blackwell, Oxford, UK, 3-22.
6	Understanding the meaning and importance of CSR communication	Elving, W. J., Golob, U., Podnar, K., Ellerup-Nielsen, A., & Thomson, C. (2015). The bad, the ugly and the good: new challenges for CSR communication. Corporate Communications: An International Journal, 20(2), 118-127.
7	Communicative perspectives of implementing CSR into strategy	Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8-19.
8	Communicative perspectives of implementing CSR into strategy	Christensen, L. T., Morsing, M., & Thyssen, O. (2013). CSR as aspirational talk. Organization, 20(3), 372-393.
9	Approaches and models of communicating CSR	Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15(4), 323-338.
10	Approaches and models of communicating CSR	Illia, L. et al. (2013). Communicating Corporate Social Responsibility to a Cynical Public. MIT Sloan Management Review (http://sloanreview.mit.edu/article/communicating-corporate-social-responsibility-to-a-cynical-public/)
11	Midterm
12	Positioning and organizing CSR activities within the company	Pollach, I., Johansen, T. S., Ellerup Nielsen, A., & Thomsen, C. (2012). The integration of CSR into corporate communication in large European companies. Journal of Communication Management, 16(2), 204-216.
13	CSR communication tools and new media	Etter, M. (2014). Broadcasting, reacting, engaging–three strategies for CSR communication in Twitter. Journal of Communication Management, 18(4), 322-342.
14	Project Presentations
15	Semester Review
16	Semester Review

Course Notes/Textbooks

Suggested Readings/Materials

May, S. K., Cheney, G., & Roper, J. (Eds.). (2007). The debate over corporate social responsibility. New York: Oxford University Press. ISBN: 978-0-19-517883-8. (Chapter 7, 11, 14, 23, and 31)

Werther Jr, W. B., & Chandler, D. (2011). Strategic corporate social responsibility: Stakeholders in a global environment. Los Angeles: Sage. ISBN: 978-1-4129-7453-0. (Chapter 2, 3, 4, and 5)

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury		30
Project	1	35
Seminar / Workshop
Oral Exams
Midterm	1	25
Final Exam
Total

Weighting of Semester Activities on the Final Grade	5	100
Weighting of End-of-Semester Activities on the Final Grade
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	14	3	42
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments			0
Presentation / Jury		18	0
Project	1	55	55
Seminar / Workshop			0
Oral Exam			0
Midterms	1	44	44
Final Exam			0
		Total	189

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to evaluate the field of Marketing Communication and Public Relations from the perspective of integrated communication.			X
2	To be able to develop knowledge about existing theories and principles in the field and evaluate the acquired knowledge with a critical approach.			X
3	To be able to follow the latest developments and research in the field and reflect them to studies systematically.		X
4	To be able to create new information that will contribute to the field by integrating the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication, etc.) in which Marketing Communication and Public Relations field is involved.			X
5	To be able to analyze reflections of current consumption dynamics on consumers.		X
6	To be able to develop synthesis and evaluation skills related to issues in the field.		X
7	To be able to perform studies within the framework of scientific ethical rules about issues related to the field.
8	To be able to design and implement an original research project on topics discussed in the field of Marketing Communication and Public Relations.
9	To be able to follow developments in new technologies of media and communication, as well as new methods of production, new media industries, and new theories in the field of marketing communications and public relations; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B2)		X

GRADUATE SCHOOL

Marketing Communication and Public Relations

MCPR 552 | Course Introduction and Application Information

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

EVALUATION SYSTEM

ECTS / WORKLOAD TABLE

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP