11. The Role of CSR Communication in Master’s Degree Curricula Throughout Europe: Universities’ Roles as Digital Communities in Preparing Students for Future Challenges

Concerns for social and environmental engagements on behalf of businesses are on the rise globally; as a result, the concept of Corporate Social Responsibility (CSR) has evolved from an obligation (‘doing good to look good’) to a strategy (‘doing well and doing good’) (Nussbaum 2009). Moreover, CSR communication has to be made part of companies’ strategy Hence, skills related to their proper handling in the digital work- and marketplace need to be imparted by educational institutions. Universities are herein perceived as digital communities as they increasingly connect with their stakeholders via the Internet, where they also distribute information on their academic programs. The study at hand is concerned with analyzing the extent to which post-secondary educational institutions in 22 countries have started to integrate aspects of social and environmental communication into their Master’s degree programs. Online content of programs from various academic disciplines and subject areas was investigated by use of a qualitative analysis. The study of CSR (communication) outlined herein attempts to carve out the current status of CSR in education across national borders before offering suggestions for future development to universities in their roles as digital communities.