Curriculum

Curriculum

Course Structure

Choose your own pace for the tailored study experience of this flexible master programme. Complete all four parts to earn the Master of Science in Corporate Communication.

  1. Foundation Course in January or June
  2. Advanced Elective courses - choose 6 from a choice of 12
  3. International study trip to New York city
  4. Master thesis.

You can start with any part of the MCC programme, not necessarily the Foundation Course. You can also follow your choice of electives independently, with no obligation to complete the whole programme.  You will receive a certificate to confirm successful completion of each part of the programme.

Flexibility

This programme is designed for communications professionals; it is also designed around them. You can complete all four parts of the MCC in as little as 18 months alongside a busy and demanding career. The new knowledge and skills you learn during the MSc Corporate Communications can be implemented immediately when you get back to your organisation.  But you can also make the MCC even more flexible by following the world-class teaching in our Advanced Elective Courses when it’s convenient for you, and finish the programme within a couple of years. 

  • The programme is truly modular; you can study individual parts of the programme separately as required, and receive a certificate for each completed part.
  • The entire programme is worth 60 credits in the European Credit Transfer System (ECTS). One ECTS credit is equivalent to 28 hours of study. 
  • All four parts of the programme must be completed for your Master of Science in Corporate Communication degree.

Planning Courses 2016

  • A four-day foundation course that focuses on the latest developments, insights, models and frameworks in corporate communications and business administration. If you start your MSc Corporate Communication programme with this elective, you’ll spend four days completely immersed in the world of corporate communications. We use a hotel in Leende, near Eindhoven as our base for this intensive elective, which forms a solid foundation to your knowledge and skills in corporate communications.

    Learning objective

    During this course you will explore:

    • Trends in reputation management, branding and positioning
    • Organisational identity, stakeholder analysis and strategic management
    • Research-based solutions for managing corporate communications
    • Applying competitive analysis, academic models and co-coordination mechanisms
    • Development of an excellent Corporate Communication department and communication dashboard
  • The nature of organisational partnerships and sponsoring has fundamentally changed in recent years, ranging from strategic alliances with NGOs and foundations, to strategic corporate philanthropy, and marketing and media partnerships. Corporate communication professionals need to understand and manage this changed landscape on behalf of their own organisations or clients. This course presents the state of the art knowledge on partnerships and sponsoring, offering participants different approaches to the planning, negotiation, implementation and control of partnership and sponsorship forms and strategies. Through a mix of best practice cases, workshops and interactions with world leading faculty, participants learn about the limits and contents of partnership and sponsorship strategies, understand to what extent such strategies differ from other communication plans and measures, and are able to develop a partnership and sponsorship strategy for their own organisations.

  • The important role of Corporate Branding is to influence the perceptions and behaviour of different types of stakeholders. This three-day course provides insight into how the corporate brand can play a crucial role for reputation management purposes. It discusses the theoretical concept of a corporate brand, shows its importance for managing the perceptions and behaviours of different types of stakeholders and discusses effective corporate branding strategies.

  • This course offers insights into how companies in general and with corporate communication in specific can contribute to a successful implementation of Corporate Social Responsibility and Sustainability initiatives, beneficial for society and satisfying the needs of both the company and its stakeholders.

    All companies start with a brilliant plan and above all a highly motivated entrepreneur. A new company is sometimes embedded in a profitable technological idea, an innovative service or a substantial improvement of an existing product portfolio. A start-up company is purely focused on staying alive and more important on growth. However, the more successful a company becomes, the more it will be aware of Tinbergen’s key notion: “profit will increase if you share” (“van de verdeling komt de winst”).  As a logical consequence, more and more managers in companies understand that they have to change their operations in such a way that the products and services they provide are developed and offered to society in a mutual beneficial way, satisfying the needs of their own company and of the key stakeholders they depend upon.

  • The Summer Course presents a different pace of learning. This is the longest elective in the MSc Corporate Communications programme; an intensive five-day experience during which you will practice solving corporate communication issues. You’ll be presented with the latest developments, insights, and models in corporate communication and business administration from our professors, and learn how to use corporate communications to achieve business goals as well as hearing from guest speakers.

    Intensive learning, immediate results

    After the course, you will be able to put your new knowledge, ideas and insights into practice for the benefit of your organisation and your own career.

    You’ll study:

    • trends in reputation management, branding and positioning;
    • organisational identity, stakeholder analysis and strategic management theory;
    • research-based solutions for managing corporate communication;
    • how to apply competitive analysis, academic models and co-ordination mechanisms.          

     We’ll be based in a hotel in Leende, near Eindhoven. Accommodation and all meals are provided.

  • Working with the media is what most people associate with corporate communication. Media relations involves managing communication and relationships with the media – all the writers, editors and producers who contribute to and control what appears in the print, broadcast and online news media. From a corporate communication standpoint, these news media are important as channels for generating publicity and because their coverage of business news may influence many important stakeholders including investors, customers and employees and ultimately the corporate reputation that a company has. Many corporate communication practitioners therefore see the news media as an important ‘conduit’ for reaching their stakeholders, and one that may amplify (in a negative or positive way) how their company is seen and evaluated.

    This Master class explores how journalists and news organisations operate and how corporate communication practitioners can best liaise with them and can develop effective communication strategies to influence their news coverage in broadcast, print and online media. The aims of the course are, first of all, to provide an introduction to the roles and values of news journalists and news media organisations and to discuss their importance in terms of the impact of news coverage on corporate reputation. Based on this understanding, we continue by exploring the relationship between corporate communication practitioners and journalists and discusses various ways in which practitioners can work with journalists and media organisations to get positive coverage for their company. We also focus on best practices and media tactics for dealing with issues and significant episodes of crisis and change.

    The final part of the course considers the changing media landscape with the explosion of new Web 2.0 media such as blogs, social networking sites, and other powerful digital communication platforms. These new media present clear challenges to organisations in terms of presenting the company image and telling the company’s story, and require organisations to develop digital corporate communication strategies and clear protocols for staff when they communicate about themselves and the company via social media.

    Upon completion of the course, participants will not only have a broad understanding of the changing media landscape and of how journalists and media organisations works, but will also have gained a set of practical tools, insights and best practices for effectively managing media relations for their own company to gain publicity and bolster the company's reputation.

  • This part of the MSc in Corporate Communications programme is a three-day course in issues management and public affairs; these are two closely related disciplines.

    Issues management

    Communication professionals deal with the interface of business and society according to the premise that a company’s long-term ‘license to operate’ in society depends on the way in which it manages its operations and implements its strategy.

    We will explore a multidisciplinary perspective because some issues affect numerous stakeholders simultaneously. They can be managed only when all the corporate disciplines co-operate.

    As a set of tools, issues management involves:

    1.       Scanning the organisation’s environment and tracing emerging issues;

    2.       Positioning the corporation's issues with regard to its stakeholders and their interests;

    3.       Managing issues such as communication strategies and establishing a profile through media channels.

    Public affairs

    Communication professionals and their departments integrate the techniques for managing market and non-market environments. They place particular emphasis on influencing processes of policies and regulations from government and other regulatory organisations.

    Public affairs departments deal with political and regulatory issues that arise in business operations. They can create threats and opportunities, so it’s important to incorporate this ‘non-market’ component into marketing strategy.

    Core objective

    The core objective of this course is to stimulate your learning about these two closely related disciplines.

  • It’s essential that communications professionals first understand what managers and directors are trying to achieve – and the processes in the business – before they are able to communicate this information effectively throughout the organisation. This requires a good understanding of general management. You will perform detailed analyses of a range of business cases to aid your understanding; each one focuses on a different functional area of management.

    General management

    The general manager is responsible for the management of the function or department. He or she is ultimately responsible for the success or failure of the area of the organization—whether it is for-profit or not, whether it is domestic or international, whether it is small or large. Thus, general managers throughout the organization can include CEOs, entrepreneurs in start-ups, leaders of business units in larger companies, executive directors of charitable organizations, presidents and prime ministers of countries, and, for the purposes of this course, heads of corporate communication departments or functions. General managers are also leaders—the people who set the organizational purpose and create an environment where success happens.

    The job of the general manager as leader requires proficiency in three important and distinct areas:

    1. Critical thinking (about various strategies and business models);
    2. Innovation and creativity (by exploring opportunities, understanding discontinuities, and crafting strategy);
    3. Intuition.

    Although we rely on frameworks to guide our thinking wherever possible, there is a certain "messiness" in the general manager’s job that cannot be ignored.

    The complexity and responsibility of the general manager’s job make it one of the most important in an organization. Accordingly, many, perhaps most, students will aspire to such positions at some point in their career. This course will lay a foundation about the general manager’s job that can be built on throughout the rest of your career.

    Learning objectives

    This elective teaches you the basics of general management before you start to gain experience. You will:

    • become familiar with the concept of ‘general management’ and its importance to communicators;
    • develop analytical skills so you can identify problems and opportunities;
    • get a more strategic overview of how the organisation works
    • learn the skills you’ll need to move further within your company.
  • Course description

    How can managers motivate employees to be productive? What techniques can managers use to persuade (large) audiences? What is the power of language in inter-personal as well as mediated forms of communication?

    Success in communication efforts depends largely on what is said and how it is said. Selecting the right message and the most appealing format is impacted by research (stakeholders’ beliefs and perception about the organisation and its offerings), by the type of strategy that is applied (negotiation- or confrontation-focused), and also by the power of applying the most persuasive language. This three-day Master Class focuses specifically on the added value of language and the presentation of messages in reputation management and how this helps persuade audiences.

    The course equips participants with an advanced theoretical understanding of the foundations of language and communication in psychology (language production and development, and meaning of words) as the basis for knowing more practically how key persuasion techniques such as storytelling, framing, discourse and rhetoric can be used. We will explore each of these persuasion techniques in a combination of practitioner led sessions and workshops where participants will be trained in each of these techniques and in their application to specific organisational settings, such as CEO speeches, stakeholder engagement forums and corporate advertising.

    The following model will be central in this advanced elective course: 

    Course/Learning objectives

    • You will gain an advanced understanding of the theoretical foundations of language and communication in psychology (language production and development, and meaning of words);
    • You will acquire practical knowledge and skills of key persuasion techniques such as framing, priming and rhetoric, in terms of when and how best to use them in a range of different settings ranging from CEO speeches to corporate advertising;
    • You will be able to track major trends in public debates about issues that may impact firms’ performance in the near future using discourse analysis;
    • You will learn how to these persuasive techniques are used by leaders and how smart leaders have developed and honed their language skills