Research Article

Applying Project-Based Learning in Sustainable Brand Communication Education: Evidence from the RHINOSHIELD Public Relations Case

Wan Chia Wang 1 , Yu-Yin Chen 2 *
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1 Department of Advertising and Strategic Marketing, Ming Chuan University, Taipei 111005, Taiwan2 Department of Radio and Television, Ming Chuan University, Taipei 111005, Taiwan* Corresponding Author
International Journal of Business Studies and Innovation, 6(2), June 2026, 1-11, https://doi.org/10.35745/ijbsi2026v06.02.0003
Submitted: 30 March 2025, Published: 30 June 2026
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ABSTRACT

Background: As sustainability becomes an integral element of strategic brand communication, higher education must equip students with the capacity to integrate Environmental, Social, and Governance (ESG) principles into professional practice. This study implemented a Project-Based Learning (PBL) model in a university-level public relations course, using RHINOSHIELD’s “Recycled Shell Program” as a live case. Students engaged in interdisciplinary teamwork, data-driven analysis (e.g., via OpView), and iterative proposal development under the guidance of industry mentors. A mixed-methods approach was employed, including pre- and post-course surveys, portfolio assessments, and expert evaluations. Statistically significant improvements were observed across multiple learning dimensions, including ESG literacy, strategic communication planning, and applied PR proposal writing (p < 0.001; Cohen’s d > 1.0). Industry feedback further validated students’ enhanced creativity, feasibility awareness, and alignment with real-world sustainability goals. The findings reinforce the effectiveness of PBL as a pedagogical strategy for cultivating ESG-aligned communication competencies. Through the integration of real-world collaboration and data analytics into the curriculum, the study proposes a replicable instructional framework for advancing sustainability education in branding and public relations.
Keywords: Project-Based learning (PBL), Sustainable brand communication, ESG education, Public relations

CITATION (APA)

Wang, W. C., & Chen, Y.-Y. (2026). Applying Project-Based Learning in Sustainable Brand Communication Education: Evidence from the RHINOSHIELD Public Relations Case. International Journal of Business Studies and Innovation, 6(2), 1-11. https://doi.org/10.35745/ijbsi2026v06.02.0003

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