JOUR4258

This course seeks to provide the knowledge and skills needed to research, plan, and implement communication campaigns for corporate social responsibility (CSR) practices. In response to increasing social demand, corporations today make significant efforts to integrate CSR initiatives into all aspects of their business. Strategic communication of CSR has a vital role to play in maximizing its business impact, but also creating a more responsible and sustainable society. Effective CSR initiatives and communication must be deliberate, planned, and evaluated. This course examines theories and practices related to CSR in order to understand the business environment in which public relations/advertising operate and apply them to developing and evaluating communication campaigns. Specifically, this course provides an overview of CSR, its evolution, and theories in management and psychology that underlay strategic approaches and consumer behavior. This course also covers the planning and integration of media into strategic CSR communication programs. Students will learn to set objectives, develop CSR campaign plans, integrate traditional and social media into overall communication plans, measure program results, utilize digital media technologies, and about the macro-environmental issues affecting CSR governances.

prereq: [JOUR 3004 or 3004H], JOUR 3201, any 32xx skills course, Strat Comm major

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