How can organisations use co-creation to strengthen relationships with stakeholder groups? What’s the best way to use co-creation in innovation and how can it be implemented in corporate communication strategies?

Business students in classroom setting

The following topics will be addressed in this course

Day 1

Academic background of co-creation

  • Introduction
  • What is co-creation?
  • Category creation: the key innovation typology
  • Group discussion of Case 1
Day 2

The latest development of co-creation

  • The three-wave strategy
  • The CCO and co-creation
  • Case study 2
  • Group discussion of case 2
Day 3

Management of Co-creation

  • How to manage a co-creation project
  • Guest lecture
  • Integrative session

Learning objectives

In this three-day programme, you will:

  • comprehend what co-creation is and how it differs from other research and innovation methods, as well as from other collaborative approaches to creativity
  • learn how to manage the different key phases of a co-creation project: set-up, warm-up, exploration, ideation, development, and launch
  • understand how to conduct ethnography and netnography (understanding social interaction in contemporary digital communications contexts). Both of these methods can enrich the exploration stage of co-creation
  • be able to identify the key barriers to co-creation and how to overcome them
  • know how to develop a supportive corporate culture so that co-creation can flourish, allowing an authentic customer centric organisation to arise
  • develop the leadership traits that co-creation requires
  • identify different innovation typologies, the value that they can bring to an organisation and how they can benefit from co-creation
  • understand how to align the firm’s open innovation strategy with growth and product portfolio strategies. This strategic corporate alignment is important for sustaining profitable growth in any organisation.

For Whom

See where other participants come from

This masterclass is meant for communication professionals who seek to understand the value of stakeholder contributions to innovation, value propositions, and corporate communication. It teaches you how to open up to external stakeholders in order to learn from them, and how to engage with them in strategic partnerships which benefit the organisation.

The classroom comprises of a diverse group of accomplished, driven and open-minded professionals from Europe and beyond, working in various management positions in the public and private sector, NGOs and consultancies.

Participants in this course are recommended to hold at least a bachelor degree.

Participants in this course are recommended to have 3+ years of work experience.

Testimonials

Read what previous participants say about the course.

I was very much excited when I heard about this course! Given the current emphasis of organizations on Innovation & Sustainability, I was thrilled to understand how close collaboration with different stakeholders could help us achieve our ambitions as a social engaged university. ‘The future is a foreign country, they do things differently there’. The course was spot on in terms of ‘advanced professional education’. Following the right pace, the course provided the right frameworks and insights to better understand why and how we should embrace co-creation and stakeholder engagement now more than ever.

Dennis Hermans - Head of Alumni relations - Vrije Universiteit Brussel

The course content was very concrete and relevant to my work in Brand and Corporate Communications. For those interested in branding, also look up Prof. Iglesias’ course in Corporate Branding. He is not just an expert in his field, he is also very engaging and his passion for the subject is truly inspiring.

Julie Dacanay - Manager / Brand & Corporate Communications - Denso International Europe B.V.

Faculty

See which expert faculty lead this programme

Dr Oriol Iglesias

Dr Oriol Iglesias is an associate professor and director at the ESADE Business School Department of Marketing. He was previously chair of the research group in brand management and director of the ESADE Brand Institute. Oriol has conducted in-company training and research for leading global brands and has experiences as a partner, CEO and consultant at different stages in his career. He has also co-authored several books on brand management and co-creation, and his research on this topic is published in top international academic journals.

Practical information

Dates and time

TBA
9.00-17.00 hr

Dates

Fees

€3,100 including tuition, course material, lunches and refreshments. This fee does not include hotel accommodation.  

Fees

Location

Choose your format:

Online
Via Zoom

or on location
Erasmus University Rotterdam
Burg. Oudlaan 50
Building Q, Rotterdam

Bayle building on the Woudestein Campus

General terms and conditions

Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.

Replacements

The participant can be substituted by someone from the same organisation on the same course without extra costs.

Interested in an executive master degree?

This course can also be taken as part of RSM's part-time Executive Master in Corporate Communication, a flexible and accredited master programme for professionals.

Take the next step in your career