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Presentation
Presentation
Organizational Citizenship is central in defining the positioning and strategy of an organization, in a social context aware of the social and environmental implications of organizational activity, in addition to the economic ones. That is why, today, it is one of the most important tools for an organization's internal and external communication.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
3 | Mandatory | Português
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Code
Code
ULP451-1-22564
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Organizational citizenship in the VUCA and globalized world The concepts of sustainability and sustainable development The impact of organizations on society and the environment and the imperative of legitimation Definition and evolution: social responsibility, ethics, citizenship, social investment, philanthropy, social marketing or social value Evolution of the organization as an agent of and in society The danger of whitewashing and corporate malfeasance Strategic Management Alignment of the citizenship policy with the organization's strategy and culture Contribution to the identity and reputation and to relationship with stakeholders Regulation and public incentives Creation and management of internal and external programs Communication policies Codes of ethics and certification Tools: reports, awards, partnerships Strategic planning (orientation, measures, timeline, budget and measurement of results)
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Objectives
Objectives
Understand the evolutionary path of Organizational Citizenship in the context of Public Relations to better understand future trends Identifying Organizational Citizenship at the service of strategic communication Stimulate a critical position on the mission of organizations in society: citizenship as an imposition of a globalized society that disbelieves in institutions or as a tool for building organizational reputation Relate citizenship with the organization's identity and projected image Apprehend the different aspects of the concept of organizational citizenship: social responsibility, citizenship or business ethics Diagnose the degree of internal and external social responsibility of the organization and design strategies to maximize it Analyze adherence to social responsibility certification mechanisms or self-regulation through codes of ethics Structuring forms of communication, internal and external, of Organizational Citizenship
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Teaching methodologies and assessment
Teaching methodologies and assessment
Participation in an idea competition for young entrepreneurs, in partnership with other Bachelor's Curricular Units Flipped classroom Organization of an event with invited speakers
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References
References
Carroll, A. (2008). A History of Corporate Social Responsibility Concepts and Pratices. In Crane, McWilliams, Matten, Moon & Siegel (Eds.), The Oxford Handbook of Corporate Social Responsibility. Oxford University Cunha, M, Rego, A, Cabral-Cardoso, C, Gonçalves, H. & Costa, N. (2006). Gestão Ética e Socialmente Responsável. Lisboa: RH Friedman, M. (1962). Capitalism and Freedom. The University of Chicago Press. Kotler, P, Kartajaya, H. & Setiawan, I. (2010). Marketing 3.0 From Products to Customers to the Human Spirit. John Wiley Leal, A, Caetano, J, Gouveia, T, Duarte, S, & Brandão, N. (2011). Responsabilidade Social em Portugal. Bnomics Matten, D, Crane, A, & Chapple, W. (2003). Behind the Mask: Revealing the True Face of Corporate Citizenship. JBE, 45, 109–120 Porter, M, & Kramer, M R (2011). Creating Shared Value. HBR, 89
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Office Hours
Office Hours
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Mobility
Mobility
No
