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

Authors: Marlen Demetriou; Alkis Thrassou; Ioanna Papasolomou

Addresses: Department of Marketing, University of Nicosia, P.O. Box 24005, 46 Makedonitissas Ave., 1700 Nicosia, Cyprus ' School of Business, University of Nicosia, P.O. Box 24005, 46 Makedonitissas Ave., 1700 Nicosia, Cyprus ' Department of Marketing, University of Nicosia, P.O. Box 24005, 46 Makedonitissas Ave., 1700 Nicosia, Cyprus

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).

Keywords: tertiary education; higher education; universities; corporate social responsibility; CSR; employee volunteerism; cause-related marketing; CRM; image; reputation.

DOI: 10.1504/WREMSD.2018.089079

World Review of Entrepreneurship, Management and Sustainable Development, 2018 Vol.14 No.1/2, pp.97 - 122

Received: 04 Mar 2016
Accepted: 09 Sep 2016
Published online: 05 Jan 2018 *

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