Social Corporate Responsibility
Code: 104788 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2503868 Communication in Organisations | OB | 3 | 1 |
Contact
- Name:
- Estrella Barrio Fraile
- Email:
- Estrella.Barrio@uab.cat
Use of Languages
- Principal working language:
- spanish (spa)
- Some groups entirely in English:
- No
- Some groups entirely in Catalan:
- No
- Some groups entirely in Spanish:
- Yes
Teachers
- Evandro Samuel Ribeiro Dos Santos Oliveira
Prerequisites
No prerequisite is necessary.
Objectives and Contextualisation
- Know the discipline from its theoretical foundations, conceptualization and historical origins.
- Define what corporate social responsibility is and know how to identify its dimensions and thematic areas.
- To know how CSR is managed strategically and transversally in the organization.
- To know how to identify the different stakeholders and how to establish channels of dialogue with them.
- To understand the professional dimension of the activity in Spain and the world.
- Address the strategic communication of CSR.
In short, CSR will be worked on as a strategic and transversal element in the organization that involves all departments and responds to the interests of all stakeholders, which is why dialogue between the company and its stakeholders is fundamental.
The final objective of this subject is to introduce students to a process of education and training that will facilitate access to the professional profile responsible for leading CSR in organizations (chief communications officer or CSR director).
Competences
- Analyse and evaluate the structures of the different types of organisations, of the Media and of the relationship between the two.
- Display the ability to lead, negotiate and work in a team.
- Establish communication objectives, and design and apply optimal strategies for communication between organisations and their employees, clients and users, and society in general.
- Students must be capable of applying their knowledge to their work or vocation in a professional way and they should have building arguments and problem resolution skills within their area of study.
- Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
- Work in compliance with professional codes of conduct.
Learning Outcomes
- Adapt to new situations in a constantly changing work environment due to social, economic political and technological changes.
- Defend the arguments of the organisation and its leaders orally and in writing, in order to explain to the competition, but also to all kinds of audiences, their objectives, functions and idea of service to society.
- Demonstrate ethical awareness in the application and management of corporate social responsibility in order to improve the work environment and the social impact of the organisation in its geographic area of operations.
- Generate creative ideas in the workplace.
- Identify and describe an organisation's corporate social responsibility objectives in order to gain a competitive advantage regarding its internal and external clients.
- Plan and execute academic projects in the field of strategic communication that focus on developing corporate social responsibility plans.
- Show expert knowledge of the factors involved in preparing an organisation's corporate social responsibility plan.
- Show initiative and leadership skills.
Content
THEME 1: Contextualization of Corporate Social Responsibility
The intangible value of organizations
Causes of the current demand for CSR
THEME 2: Conceptualization of Corporate Social Responsibility
Conceptualization and definition of CSR
Origin and evolution of CSR
Principles, dimensions and stakeholders
THEME 3: Other social manifestations in organizations
Social action: donations, foundations, corporate volunteering
Corporate philanthropy
Marketing with a cause
THEME 4: Corporate Social Responsibility Management
CSR management process
Environment evaluation phase
Planning Phase
Implementation phase
Monitoring and control phase
Communication phase
Feedback phase
THEME 5: The Corporate Social Responsibility Manager
*The content of the course will be sensitive to aspects related to the gender perspective. The gender perspective will be included in the analysis of the figure of the CSR responsible.
Methodology
Detailed exposition of the theoretical contents of the syllabus, especially of all the concepts that are imparted in this matter. In this way the students will have a theoretical base that will allow them to carry out, a posteriori, the planned learning activities.With regard to the practical sessions, the class will be divided into subgroups in order to be able to do a more personalised work with the seminar or practical tutors. In these practice sessions, group exercises will be carried out, raised in class, directly related to the specific topics as they are taught. These exercises will implement the method of case study, solving communication problems and / or the reading, analysis and sharing of specialized articles that the teacher considers of interest for the subject matter. As colophon to the subject the students will realize a final practice based on the study of a real experience of management of the CSR in an organization. This final work will also be done in group (with the same group formed to the practical sessions). In this way, the students will contrast in practice the theoretical knowledge explained in class.
In the virtual campus, students will have links to complementary content for each thematic block. These materials must be read and reviewed in advance both to do the practices and to prepare the final theoretical test.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Lectures | 16 | 0.64 | 1, 2, 8, 3, 7, 4, 5, 6 |
| Prácticas | 16 | 0.64 | 1, 2, 8, 3, 7, 4, 5, 6 |
| Seminars | 16 | 0.64 | 1, 2, 8, 3, 7, 4, 5, 6 |
| Type: Supervised | |||
| individual and group tutoring | 7.5 | 0.3 | 1, 2, 3, 7, 5, 6 |
| Type: Autonomous | |||
| self-study and performance of work | 88 | 3.52 | 1, 8, 3, 7, 4, 5, 6 |
Assessment
The subject evaluation system is based on the following percentages:
A) 40% Control of knowledge. The test must be passed (5 or more) to pass the subject (essential condition).
B) 30% Execution and presentation of the practical exercises.
Re-evaluation
a) According to regulations, in order to participate in the catch-up process, students must have been previously assessed at least 2/3 of the total evaluable activities of the subject and have obtained at least a 3.5 weighted average grade of the subject.
b) The theory can only be recovered if the pupil in the multiple-choice exam has obtained a score between 3.5 and 4.9. The make-up test will consist of a written test to evaluate theoretical knowledge.
c) The student who has obtained a D in one of the practices either because he has suspended or because he has not presented it (as long as it is for reasons accredited or acceptable by the teaching team) will have the option to present himself to his recovery during the period established ad hoc. The recovery of each practice will consist of the resolution of a case or CSR management problem in the classroom (day or time to be determined).
d) The final work of the subject (30%) is an evaluable work that cannot be recoveredin case of suspension. The reason is because it is practically impossible to carry out another job of these characteristics with the time available to us.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Practices | 30% | 2.25 | 0.09 | 1, 2, 8, 3, 7, 4, 5, 6 |
| Presentation final work | 30% | 2.25 | 0.09 | 1, 2, 8, 3, 7, 4, 5, 6 |
| Written test | 40% | 2 | 0.08 | 1, 2, 3, 7, 5, 6 |
Bibliography
BASIC BIBLIOGRAPHY
Barrio, Estrella; Enrique, Ana-María. (2021). The strategic value of corporate social responsibility (CSR): the present and future of its management. Profesional de la información, v. 30, n. 3, e300312. https://doi.org/10.3145/epi.2021.may.12
Barrio, Estrella. (2019). Responsabilidad Social Corporativa. De la noción a la gestión. Barcelona: UOC. https://elibro.net/es/ereader/uab/105597
Barrio, Estrella. (2018). La gestión de la responsabilidad social corporativa: Propuesta de un modelo teórico. Questiones publicitarias, Vol. 1, n.º 22, pp. 59-68, https://raco.cat/index.php/questionespublicitarias/article/view/349285
SUPPLEMENTARY BIBLIOGRAFHY
Barrio, Estrella & Enrique, Ana María. (2020) El gestor de la Responsabilidad Social en las empresas: dircom vs dirse. VII Congreso Internacional AE-IC. València. https://ddd.uab.cat/record/238193
Barrio, Estrella & Enrique, Ana María. (2018) Responsabilidad social corporativa. Estudio sobre la identificación y clasificación de los stakeholders. AD Research ESIC (International Journal of Communication Research) , nº 17 Vol. 17, Primer semestre, enero-junio 2018, págs. 90-109. https://doi.org/10.7263/adresic-017-02
Barrio, Estrella. (2018). RSC: un concepto multidimensional. En Aspectos legales, retos y reflexiones para el desarrollo de la responsabilidad social: memoria académica curso 2017-2018 (pp.91-112). Madrid: Universidad Pontificia Comillas https://books.google.es/books?hl=es&lr=&id=IfUqEAAAQBAJ&oi=fnd&pg=PA91&ots=VwjL7JAL4T&sig=6dYUrBD99rGiHRrUkl8Fl_vh5Lk#v=onepage&q&f=false
Barrio, Estrella & Enrique, Ana María. (2017) The CSR Management process. Case Study. Revista Latina de Comunicación,72, pages 1063-1084 10.4185/RLCS-2017-1208en
Barrio, Estrella & Enrique, Ana María. (2015) La responsabilidad social corporativa en las empresas y su relación con los públicos de interés: los casos de Unilever y Nestlé. Revista AD Research ESIC, nº 11, primer semestre enero junio-julio, págs. 26-39 https://doi.org/10.7263/adresic-011-02
Benavides, Juan & Montfort, Abel. (2015). Comunicación y empresa responsable. Madrid: Eunsa.
Carroll, Archie, B. (1999). Corporate Social Responsibility. Evolution of a Definitional Construct. Business and Society, 38(3), 268-295 https://doi.org/10.1177/000765039903800303
Dirse (2019). II Estudio de la función dirse en la empresa española. Madrid: Asociación Española de Directivos de Res-ponsabilidad Social (Dirse). https://www.dirse.es/wp-content/uploads/2019/05/190509-DIRSE_Estado-de-la-profesion-2019_LARGO_V3.pdf
Enrique, Ana María & Morales, Francisca. (2015). Somos estrategas. Dirección de Comunicación Empresarial eInstitucional. Barcelona: Gedisa.
Freeman, R.Edward. (1984). Strategic Management. A Stakeholder Approach. Boston: Pitman
Kotler, Philip; Hessekiel, David & Lee, Nancy R. (2012). Lo Bueno funciona. Madrid: Editorial LID.
Marín, Francisco. (2008): Responsabilidad social corporativa y comunicación. Madrid: Fragua.
Monfort, Abel; Villagra, Nuria; López-Vázquez, Belén (2019). Exploring stakeholders’ dialogue and corporate social responsibility (CSR) on Twitter. Profesional de la información, v. 28, n. 5, e280513. https://doi.org/10.3145/epi.2019.sep.13
Valbuena, Esther & Monfort, Abel. (2020). Ética, deontología y responsabilidad social empresarial. Madrid: ESIC
Villagra, Nuria, Cárdaba, Miguel A. M. & Ruiz San Román, José A. (2016). Communicating Corporate Social Responsibility: re-assessment of classical theories about fit between CSR actions and corporate activities. Communication & Society, 29(2), 133-146. https://doi.org/10.15581/003.29.2.133-146
Software
Word, Power Point and Excel.