BSM2018 |Corporation Social Responsibility and University Social Responsibility

BSM students welcomed Mr. Dorothy Dittler-Kohl from Switzerland through the DingTalk platform from April 19th to April 21st, 2021. Mr. Dorothy brought a three-day intensive online and training on the theme of corporate and university social responsibility.

Dorothy Kohl, a market strategist at Microsoft, won the Global Microsoft President Award in 1996, founded Dittler Consulting company in 2004, and was elected as a director of the Lung Cancer Foundation in 2012. She has unique and profound research in corporate social responsibility. This time, the topic she taught was how to help companies and schools clarify their social responsibilities.

The three-day intensive course progresses from shallow to deep, and it closely integrates enterprises and schools, practice and theory, and fully explains the in-depth linkage between the Swiss dual education system and the entire teaching process.

Day 1: Theory Introduction
Dorothy Kohl introduced the theme of this course: Corporate Social Responsibility (CSR, Cooperation Social Responsibility) and University Social Responsibility (USR, University Social Responsibility). Inspired by Carroll's theory of social responsibility, she showed the students the pyramid model of corporate social responsibility. Dorothy emphasized that both companies and universities need to assume certain social responsibilities. Schools are a type of non-profit organization and also need to establish a good brand image, so that more people can trust the organization and give more support. Taking social responsibility has a positive effect on the long-term development, public impression and brand building of enterprises and schools.

Day 2: Group Project
Teacher Dorothy divided the class into six groups, and each group was tasked with determining its social responsibilities for Shanghai Institute of Visual Arts and developing a five-step implementation plan. First, determine the SIVA social responsibility goals; second, establish the strategy and method for implementing the goals; third, determine the internal and external linkage plan of the marketing strategy; fourth, analyze the positive significance of the goal to SIVA; fifth, determine the required manpower, Material and financial resources support. Through the above five steps to ensure the feasibility and effectiveness of the implementation of the goal.

After the six groups determined the theme and had basic ideas, they made a brief report with Dorothy. Dorothy patiently guided each group's proposal, made comments, and answered questions for the students.

Day 3: Report of results
On the afternoon of April 21st, after nearly a day of preparation, the students in each group already had a set of mature plans through previous discussions and planning, and they will present their results to Mr. Dorothy and Prof. Florin. During the two-hour demonstration, the students in each group cooperated closely and each had their own characteristics, with the results unanimously recognized by Teacher Dorothy and Professor Florin Baeriswyl. Before the end of the course, the teachers awarded the best "University Social Responsibility" strategy award, the best creative award, the best speech award, and the best design award to the winning groups.