Rotterdam school of Management, Erasmus University compact logo
  • Date

    9-11 December 2024

  • Duration

    3 days

  • Fee


  • Language


  • Format


The digital transformation has increased the complexity and challenges for corporate communication professionals. As organisations adapt their business strategies with data-driven approaches, they also need to respond to emerging expectations and pressures from internal and external stakeholders through various digital channels. How can organisations reconsider their structures, processes, and strategies to respond to these challenges?

This programme is offered by Corporate Communication Centre BV. For more information about the legal structure of Rotterdam School of Management, Erasmus University, visit this page

Students in classroom

The following topics will be addressed in this course

Foundations of digital strategy

  • Programme introduction and overview
  • Digital transformation and digital business models
  • Date- and AI-driven organisation
  • Digital platforms
Day 1

Digital strategy and corporate communications

  • Digital transformation of corporate communications 
  • Digital communication strategy 
  • Tools and tactics 1: digital storytelling
  • Tools and tactics 2: crisis and reputation management
Day 2

Artificial intelligence and corporate communications

  • Artificial Intelligence and decision making
  • Gen-AI Workshop – Part 1 Gen AI and communication strategy
  • Gen-AI Workshop – Part 2 Hands-on Implementation
  • Ethical questions and considerations
Day 3

Learning objectives and experiences

By participating in this course you will:

  • Understand the impact of trends in digital communication on corporate communication, including citizen journalism, social media influencers, digital activism, and fake news.
  • Gain knowledge for how to develop and manage digital communication campaigns and the role of owned, third-party, and user generated media content.
  • Identify digital and social media tools, technologies, and platforms to improve stakeholder engagement, crisis management, and change communication.
  • Understand the role of and opportunities for empowered employees and CEOs for corporate communication in the digital age.
  • Explore a range of concepts, models, and tools to identify and effectively reach external and internal audiences.
  • Develop communication strategies and match them to specific platforms, technologies, and digital media.
  • Monitor, evaluate, and measure the impact of digital communication campaigns.
  • Critically understand latest technologies and their ethical implications.

For Whom

See where other participants come from

You will benefit from this programme if you are corporate communication professionals, business strategists, marketing managers, and digital transformation leaders who want to deepen their understanding of the digital landscape. Additionally, this course benefits anyone interested in leveraging digital tools, such as AI and big data, to enhance their organisation’s communication strategies and adapt to the evolving digital environment. Whether you are looking to update your skills or lead digital transformation within your organisation, this course provides valuable insights and practical knowledge.

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.


Dr Michael Etter

Michael Etter, Senior lecturer - King’s Business School UK

Till Achinger

Till Achinger, Managing Director and EU Research & Insights Lead - FGS Global 

Professor Ting Li

Professor of Digital Business - Rotterdam School of Management, Erasmus University. 

Practical information

Dates and time

9-11 December 2024
9.00-17.00 hr



€3,400 including tuition, course material, lunches and refreshments. This fee does not include hotel accommodation.  



The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University 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.


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.