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).