Stakeholders and Corporate Social Responsibility in Tertiary Education: The University's Perspective

Community partnership and social responsibility are a growing trend around the world but quite a new phenomenon in the tertiary education. Social, educational and research performance of universities influence the quality of life of local and global community. Universities developed educational programs and courses in corporate social responsibility, but devoted little attention to this area. The aim of this article is to explore social responsibility not from the organization's perspective, but from the university's perspective. In the face of the growing interest in corporate social responsibility and stakeholders, this paper analyses connection between university stakeholders and social responsibility activities of universities. Results of the research show that universities include social responsibility activities mainly to their mission statements, but the marketing communication of social responsibility activities toward key internal and external stakeholders is very: weak.