http://www.csr-communication.org

1. CSR Communication
Blended Learning Master Program

2. Warm welcome.
In addition to my work as a consultant for strategic communications and reputation management, I am
teaching courses at a number of universities and also delivering seminars and workshops at various
companies.
As result of my teaching endeavors and my constant interactions with business executives, practitioners
and my students I have created this blended learning master program on CSR communication.* This
program had successfully passed its first acid test as a module at the Institute of Corporate Responsibility
Management at the Steinbeis University Berlin for professionals to earn the Master of Arts (M.A.) in
responsible management.
Relying on the fundamental understanding of the main challenges of CSR communication this course
will show you how to meet these challenges by presenting to you a range of solutions to change the
current mindset and the self-concept of entire business communication.
You want to try it out?
Please don’t hesitate to get in touch with me. I will be happy to hear from you.
The development of this program was kindly funded in part by Hochschule fuer Technik und Wirtschaft (University of
Applied Science of Technology and Economics), Berlin. Furthermore this program was part of a certificate program of the
Berliner Zentrum für Hochschullehre (Berlin Center for Education in Universities) to earn the university lecturer certificate.
*
| 00

3. Contents.
Course Topics
Structure & Organisation
Objectives & Benefits
Your eBenefits
Testimonials
INSIGHTS
Content of Lectures
Some screenshots of the course
/// APPLICATION FORM
TERMS OF LICENSE
COURSE SCHEDULE EXAMPLE
| 01
02
03
04
05
06
07 - 09
10 - 18

4. Course Topics.*
Profit versus Ethics - a Challenge of Communications.
CSR and CSR Communication.
CSR Communication: Strategy and Concept.
CSR Communication: Tools, Measures and Channels.
Communication and Ethics.
Stakeholder Communication and Management.
Corporate Philanthropy - Investing Profits for Societal Benefits.
| 02
* More Information see INSIGHTS

5. Structure & Organisation.
40h of study plus further literature studies at your option within 4 months. The total duration of study
depends on your prior knowledge and on the degree of involvement.
Access to the learning platform includes the following:
34 video lectures of up to 10 minutes in length. Total length 5-6h.
Assignments following every single video lecture to reflect on lessons learned.
Approximately 50% of the assignments are mandatory to pass successfully the program. The lecturer
will read and comment these assignments in person. In the event that you take part in a group most of
these assignments will be even discussed on forums.
4h for personal web meetings ideally by skype telephone conferences.
24-service of individual and personal support: Within 24h you will get an answer to your individual
questions either regarding technical or comprehension questions.
Download options of all presented charts with the respective sources and other interesting docu-ments.
Permanent access to all other features like reading recommendations, wikis, weblinks etc.
Upon successful completion of the program you will receive the
certificate “CSR Communication Manager“.
| 04
Start with welcome session 15th
of October 2015 at 7-8pm CET web
meeting via skype
Duration
approx. 40 hours in 4 months
Participants:
CSR/Communication
Practinioners min. 5 Participants
Price per Participant:
950,- Euro/Participant
Application Deadline:
1st October 2015
//
//

6. Objectives and Benefits.
Get to know the contextual classification and definition of CSR communication.
Understand the scale and importance of CSR communication.
Derive, develop and implement a sustainable and compelling CSR communication strategy.
Learn the best use of methods, tools and channels, including impact assessment.
Find out about stakeholder management and forms of dialogue with selected stakeholder groups.
Know and consider the ethical aspects of communication.
| 04

7. Your eBenefits.
Anyone. Anywhere. Anytime.
Anyone can work from any location at any time.
Substantial cost savings with low carbon footprint.
Elimination of travel expenses, absenteeism etc.
Just-in-time access to timely information.
The course can be updated and adjusted easily and quickly.
Higher retention of content.
Personalized blended learning leads to increased retention and a stronger grasp on the subject.
Improved collaboration and interactivity.
Interactive learning personally coached by the lecturer.
| 05

8. Testimonials.*
“It was a very structured overview, I learnt many new approaches and liked especially the phase model.”
“Good overview, good structure, lots of learnings for somebody who is new in communication.”.
“The structure is very well done. No need for improvement!” ... „Very easy handling.“
“Very interesting topic and I did each chapter with big interest.”
“I believe I got a good foundation in this area that I am still able to upgrade.”
“I appreciated the pedagogic concept and listening to the lectures when I had the time.”
“The manner of presentation and dialectics have left a remarkable impression on me.”
*
| 06
Students at the Institute Corporate Responsibility Management at Steinbeis University earning the
Master of Arts in Responsible Management.

9. INSIGHTS
www.csr-communication.org
| 07

10. Content of Lectures.
| 08
Chapters 0
Starting situation
Before we start I ask the particpants to join a mini-survey. After the mini-survey I will present to you some charts which reflect the starting situation for the com-munications
challenges.
Chapter 1
Profit versus Ethics - A Challenge of Communications
After explaining the initial situation that companies are facing in today´s businesses this chapter will point out what is central to the consideration of the accep-tance
of responsibility when it comes to communication. It thus sets the basic understanding of the statements in the following chapters.
Chapter 2
CSR versus CSR Communication?
In this chapter I will focus on the interaction between CSR and CSR communication. What do we understand when we talk about CSR communication? What is
the meaning of it? And finally how can the corporation benefit from it? Furthermore I want to take up different perspectives on this subject.
Chapter 3
CSR Communication: Strategy and Concept
In this session I will present you a new phase model of developing communication concepts, especially communication concepts on CSR issues. This phase
model was also presented on the CSR communication conference in Amsterdam in October 2011. Furthermore we will have a brief look on reputation manage-ment
as well as corporate culture, corporate identity and issue management. I will close this session by presenting to you some controlling instruments for CSR
communication.

11. Content of Lectures.
| 09
Chapter 4
CSR Communication: Tools, Measures and Channels
In this session we will come to a more operational part of the course. Here we are talking about the tools, measures and channels which are appropriate for CSR
communication. We reflect on single instruments like non-financial reporting, code of ethics, social media, advertising etc. and discuss examples of integrating
CSR themes into the existing business communication.
Chapter 5
Communication and Ethics
This session is solely about ethics in communications in consideration of various perspectives in different countries on that topic. In this context we will have a
closer look on commercials and ad campaigns as well as into the public relations sector.
Chapter 6
Stakeholder Management and Communication
Stakeholder management is one of the major keys to CSR communication. Reason enough to have a closer look on this subject. After we have learned about the
tools, measures and channels we will now learn more about the key addressees (employees, consumer, investors / shareholders, civil society organizations,
suppliers) and there effects on the strategic orientation of CSR communication.
Chapter 7
Corporate Philanthropy - Investing Profits for Societal Benefits
Here we come to the most difficult and in the same time the most visible part of CSR communication, the corporate philanthropy. We will reflect on the
self-concept of corporate citizenship and have a critical closer look on corporate volunteering, corporate foundation and corporate sponsorship.

12. Welcome Page.
| 10
* Please click on the welcome page and you will be directed to the Video Tutorial on YouTube

13. 1 of 7 Chapters.
| 11

14. 1 of 34 Video Lectures.
| 12

15. 1 of over 34 Assignments.
| 13

16. Each Chapter a Self-Test.
| 14

17. Each Chapter further Readings.
| 15

18. Charts to PDF-Download.
| 16

19. Interesting References.
| 17

20. Constant Interaction.
| 18

21. Bernd Lorenz Walter
Katzbachstr. 3
10965 Berlin
Germany
Tel: +49 (0)30 44356122
Cell: +49 (0)177 2131312
Fax: +49 (0)30 44356123
Email: welcome@BLWalter.com
www.BLWalter.com
Take one step forward.
... see also video tour on YouTube-Channel „MrBerndLWalter“.
... contact welcome@BLWalter.com for your free demo account.

22. FAX REPLY: +49 (0)30 44 35 61 23
The program is structured as followed:
Approx. 40h of study plus further literature studies
at your option within 4 months. The total duration
of study depends on your prior knowledge and on
the degree of involvement.
Access to the internet platform (moodle)
includes the following:
34 video lectures of up to 10 minutes in length.
Total length 5-6h.
Assignments following every single video
lecture to reflect on lessons learned.
Approximately 50% of the assignments are
mandatory to pass successfully the program
and are basis of this program. The lecturer will
read and comment these assignments in
person. In the event that you take part in a group
most of these assignments will be even
discussed on forums.
4h for personal web meetings ideally by skype
telephone conferences.
24-Service of individual and personal support:
Within 24h you will get an answer to your indivi-dual
questions either regarding technical or
comprehension questions.
Download options of all presented charts with
the respective sources and other interesting
documents.
Permanent access to all other features like
reading recommendations, wikis, weblinks etc.
Upon successful completion of the program you
will receive the certificate “CSR Communication
Manager”.
Application Form
I hereby confirm my attendance to the blended
learning master program:
CSR Communication
on the internet platform:
http://www.csr-communication.org
First name / Surname
Organization
Position
Street
City / Postal Code
Country
Telephone / Fax
Email
Date / Signature
Total Participation Fee: 950,- Euro (+VAT)
Additional features like further assignments, meetings or private consulta-tions
can be booked at customer´s option (also possible during the
program).
The participation fee is due immediately upon receipt of the invoice. The
invoice is also your confirmation of participation and will be sent to you
after at least three participants confirmed their participation. Any additio-nal
features you may have ordered are subsequently invoiced after
passing the program.
After your application and payment of the program fee, you will receive
your personal access code to the learning platform and a detailed instruc-tion
for using the learning platform at our first web meeting.
Cancellation/Rebooking:
Cancellation of an entry can only be done in written form. By cancellation
up to 10 days to the beginning date, it is free of charge and offers a
rebooking another time scale to participate. By later cancellation 50% of
the fee will be charged. If the declared person does not attend and submit
any written cancellation, the whole fee will be charged. If the event is
cancelled by the lecturer, Bernd Lorenz Walter the whole fees will be
refunded. All and any further claims are ruled out. Program changes are
possible.
„Terms of use,/License/Copyright“ apply. Please do not miss to read them.
The program will start on the 15th of October
2015 at 7pm CET.
Application Deadline: 1st of October 2015
Please note that the program at the scheduled time
will only take place if a minimum of five partici-pants
are registered before 1st of October 2015.
Please contact me for any further inquiries. I will
be happy to assist you with any questions.
Bernd Lorenz Walter, Tel: +49 (0)30 44 35 61 22,
welcome@BLwalter.com
Address:
Katzbachstrasse 3, 10965 Berlin, Germany
1 / 2

23. Terms of Use / License / Copyright
of the Blended Learning Master Program on CSR Communication at http://www.CSR-Communication.org
Author/Lecturer/Publisher:
Bernd Lorenz Walter
Katzbachstr. 3
10965 Berlin
Germany
Tel: +49 (0)30 44356122
Fax: +49 (0)30 44356123
Email: welcome@BLWalter.com
www.BLWalter.com
License:
Single-User License Terms
1. The Licensee (one user) may view the modules in this courseware as many times as desired.
2. The Licensee may copy the PDF files from the web site onto a single computer to be viewed only by the Licensee as many times as desired.
These files may not be stored in a folder that is shared on a network.
3. The Licensee may print the articles and other reference documents included in this courseware and may share them with colleagues. These
materials may not sold or licensed to any third party. They may be posted on a company's Intranet site.
4. The Licensee and other students/employees at the Licensee's institute/company may not use the templates included in this courseware to
create project documents or modifying the templates without written acknoledgement of the author.
5. Other than as provided above, the Licensee may not make any portion of this courseware, or any representations derived from it, available to
any third party in any printed or electronic medium, including but not limited to live presentation, audio or video recording, CD, DVD, computer-or
Internet-based training, Web-based seminars, radio or television broadcasts, hardcopy, PDF, or PowerPoint.
6. The Licensee may not sublicense, sell, or transfer this courseware to any third party, with or without compensation.
7. The Licensee may not share their login information with unregistered users.
8. This license expires at a previously agreed time (specifed in the registration). The author may terminate the license if Licensee violates any
provisions of this license.
Team (Group) License Terms
1. The Licensee (a team with a size specifed in the registration) may make this courseware available to any team members up to the specified
limit indicated in the course registration, who may view the modules in this courseware as many times as desired.
2. The Licensee may copy the PDF files from the web site onto computers, network servers, or Intranet servers at the Licensee's location to be
viewed only by registered team members as many times as as desired.
3. The Licensee may duplicate this courseware for distribution to registered team members.
4. Registered team members may print the reference documents included in this courseware and may freely share them with other registered
team members. These materials may not be sold or licensed to any third party. They may not be posted on the Licensee's Intranet site.
5. Registered team members may not use the templates included in this courseware to create project documents, modifying the templates
without written acknoledgement of the author.
5. Registered team members may use the other process assets included in this courseware for their own projects, modifying the documents as
desired.
6. Other than as provided above, the registered team members may not make any portion of this courseware, or any representations derived
from it, available to any third party in any printed or electronic medium, including but not limited to live presentation, audio or video recording,
CD, DVD, computer- or Internet-based training, Web-based seminars, radio or television broadcasts, hardcopy, PDF, or PowerPoint.
8. Registered team members may not sublicense, sell, or transfer this courseware to any third party, with or without compensation.
9. Registered team members may not share their login information with unregistered users.
10. This license expires at a previously agreed time (specifed in the registration). Rice Consulting may terminate the license if Licensee violates
any provisions of this license.
Disclaimer:
1. Content
The author reserves the right not to be responsible for the topicality, correctness, completeness or quality of the information provided. Liability
claims regarding damage caused by the use of any information provided, including any kind of information which is incomplete or incorrect,will
therefore be rejected.
All offers are not-binding and without obligation. Parts of the pages or the complete publication including all offers and information might be
extended, changed or partly or completely deleted by the author without separate announcement.
2. Referrals and links
The author is not responsible for any contents linked or referred to from his pages - unless he has full knowledge of illegal contents and would
be able to prevent the visitors of his site fromviewing those pages. If any damage occurs by the use of information presented there, only the
author of the respective pages might be liable, not the one who has linked to these pages. Furthermore the author is not liable for any postings
or messages published by users of discussion boards, guestbooks or mailinglists provided on his page.
3. Copyright
The author intended not to use any copyrighted material for the publication or, if not possible, to indicate the copyright of the respective object.
The copyright for any material created by the author is reserved. Any duplication or use of objects such as images, diagrams, sounds, videos or
texts in other electronic or printed publications is not permitted without the author's agreement validly existing under the law of of the Federal
Republic of Germany.
4. Privacy policy
If the opportunity for the input of personal or business data (email addresses, name, addresses) is given, the input of these data takes place
voluntarily. The use and payment of all offered services are permitted - if and so far technically possible and reasonable - without specification
of any personal data or under specification of anonymized data or an alias. The use of published postal addresses, telephone or fax numbers and
email addresses for marketing purposes is prohibited, offenders sending unwanted spam messages will be punished.
5. Legal validity of this disclaimer
This disclaimer is to be regarded as part of the internet publication which you were referred from. If sections or individual terms of this statement
are not legal or correct, the content or validity of the other parts remain uninfluenced by this fact.
2 / 2

24. Course Schedule (Example)
Blended Learning Master Program on CSR Communication
"Meetings" Date Place Process Time Access Time
Welcome session 1h 15 Oct. telco/skype
Process time chapter 00-02 11h 4 weeks
Session 1h 12. Nov. telco/skype
Process time chapter 03-05 13h 6 weeks
Session 1h 10.D. ec. telco/skype
Process time chapter 06-07 12h 5 weeks
Farewell session 1h 7. Jan. telco/skype
Finalization 1 week
4h 36h 16 weeks
Any further inquiries?
Please contact: welcome@BLWalter.com or Tel: +49 (0)30 44356122