PRME Awareness and Subjects Integration Driven by Innovative Multimedia Teaching Cases and Omni-Channel


  • Tak Ming Lam Hong Kong Polytechnic University


of Business (FB) has recently become a signatory in an initiative formed under the United Nations Global Compact known as Principles of Responsible Management Education (PRME). PRME focuses the role of management education in addressing sustainable development challenges including cli-mate change, poverty, and gender inequality among others. PRME also encourages business schools to gradually integrate corporate social responsibility and sustainability into their pro-grams, subjects, teachings, researches, services and internal operations. In line with the integrations of the six principles of PRME to MM/FB, more student and staff''s awareness and in-volvement in this program in the beginning stage is important for this integration exercise The case method is a powerful ap-proach in teaching and learning business programs. Its main advantage is that it is a "question-oriented", as opposed to solu-tion-based, approach to teaching and learning. It allows stu-dents to participate in "real-life" decision making processes by first identifying the major question in the case before formulat-ing appropriate solutions. We believe that using more teaching cases the topics related to the responsible management will be useful to integrate the six principles from PRME in Department of Management and Marketing (MM) in FB teaching, research and service activities. If a picture is worth a thousand words, then having the right visual multimedia is critical in telling any story to its maximum effect. Will it be possible to simplify the complex and boring long text in traditional teaching cases and enhance content? Visual multimedia disseminates our everyday lives, visual technologies are increasingly accessible and af-fordable, and multimedia methods are at the forefront of meth-odological innovation. If students are to capitalize on these exciting developments, visual multimedia teaching methods need to be integrated into ''mainstream'' of training and educa-tion.