Impact Of Corporate Social Responsibility (CSR) and School Community Engagement (SCE) on Marketization of University of Media, Arts and Communication (UniMAC)

Abstract

The study examined the influence of corporate social responsibility (CSR) and school community engagement (SCE) on the marketization of the University of Media, Arts, and Communication (UniMAC). The study is guided by stakeholder theory, legitimacy theory, and resource-based view (RBV) which indicate that corporate social responsibility (CSR) and school community engagement (SCE) have influence on marketization. The study employed a descriptive design, 100 postgraduate students, questionnaires, and descriptive and inferential statistics. The institution enhances service and education quality through resource allocation and support for students and staff, ensuring compliance with regulations. However, it lacks active promotion of student volunteering, community engagement, and sustainable practices. While maintaining academic standards and financial sustainability, communication about financial aid is inadequate, despite clear information on tuition and post-graduation employment opportunities. The study determined that corporate social responsibility (CSR) and marketization are high. The study determined that school community engagement (SCE) is moderate. The study revealed that CSR and SCE impact marketization. The Ministry of Education (MoE) should collaborate with the Ghana Tertiary Education Commission (GTEC) and the governing councils of institutions to develop regulations that regulate CSR, SCE, and marketization within the education sector. Educators and university administrators need to include CSR and SCE in their institutional missions, thus augmenting their social legitimacy, community participation, and marketization. UniMAC should do regularevaluations of its CSR, SCE, and marketization to identify deficiencies and enhance them. UniMAC needs to develop a comprehensive and formalised SCE policy to direct the university's community engagement initiatives. UniMAC needs to establish collaborations with its stakeholders to enhance its corporate social responsibility (CSR), school community engagement (SCE), and marketization.