Global Media Journal – Polish Edition Spring 2011, No. 1 (7) 1 The Role of University Community Engagement Programmes Towards Promoting Social Responsibility Among Students: A Case Study of Asia Pacific University College of Technology and Innovation of Malaysia Mohd Yusof Kasim*, Bahrulmazi Edrak **, and Farahida Abdul Ja’afar ** Vice Chancellor*, Lecturer, Business School** Asia Pacific University College of Technology and Innovation (UCTI), Malaysia Abstract This study intends to discuss the behavior of students and how they stack up on the issues of ethics. The issues, inevitably, have been evolving around plagiarism, copied homework, purchased term papers, or cheating during examinations. In order to articulate the importance of educating students in tertiary level on social responsibility, a good starting point would be to embrace the concept advocated in the “Six Pillars of Characters” identified by Josephson Institute of Ethics (httm://www.josephsoninstitute.org). UCTI has been responding aggressively to this call by designing Community Engagement initiatives in its annual student’s activities. These endeavours are aimed towards promoting social responsibility among students through development and inculcation of the six pillars of characters, namely: trustworthiness, respect, responsibility, fairness, caring, and citizenship (Schermerhorn, 2010). This causal study, hence, is designed to assess the role of UCTI’s Community Engagement Programmes to construct the Six Pillars of Characters towards promoting social responsibility. Data were solicited through semi-structured survey interviews with 100 students from five UCTI’s Community Engagement Programmes recently organised in rural areas of Malaysia. The respondents are expected to give their personal views based on their experiences gained during the community engagement programmes and their expectations and suggestions on how the