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.

The value of the general management perspective becomes particularly clear to communicators when running a function (like Media Relations) or department (like Corporate Communication); for it is here that the interplay of different functional imperatives—with their often conflicting views—becomes most apparent. Thus, this course focuses on the challenge of effectively combining the requirements of each functional area with the overall needs of the enterprise.

This executive programme is offered by the Corporate Communication Center BV, a private limited company entirely owned by EUR Holding BV. It holds accreditations from NVAO, AACSB, EQUIS and AMBA. For detailed information about your rights and responsibilities as a participant in this programme, please contact the Corporate Communication Center BV at or +3110 4082851.

Leadership and Communication highlight

The following topics will be addressed in this course

Day 1

Critical thinking

  • Yellowtail Marine case 1
  • Yellowtail Marine case 2
  • The joy of leadership in communication
Day 2

Innovation and creativity

  • Nike
  • The Atchinson Corporation
Day 3


  • The Body Shop
  • Duplitrace 
  • Role play

For whom

See where other participants come from

This course offers professionals with three or more years of work experience a highly flexible learning experience that fosters leadership, strategic thinking and corporate responsibility. The course focuses on your professional experience through collaborative-style learning and business problem-solving to facilitate your career progression.

This course is designed for:

Corporate communication professionals

General managers

Executives, consultants and analysts


Read what previous participants say about this course

In this course we dealt with real cases of various types in small groups that changed daily. The structure of the masterclass with video lectures, group work, presentations and discussions was challenging, entertaining and always enlightening. The degree of interaction with fellow students was high, giving the masterclass quite a live character.

Sigvard Wohlwend, Head of Corporate Communications and Marketing - Bank Frick & Co. AG, Liechtenstein

The course by professor Argenti offers the perfect combination between theory and practice. Through cases about companies you learn to translate and apply theory. The given theory helps me to develop analytical skills for effective problem solving and opportunity identification. I use what I have learned during the course in my daily work as a manager.

Yasmine Farissi – Retail store manager – Albert Heijn


Prof. Paul Argenti

Professor Paul Argenti has taught management, corporate responsibility, and corporate communication starting in 1977 at the Harvard Business School, from 1979 to 1981 at the Columbia Business School, and since 1981 as a faculty member at the Tuck School. 

Practical information

Dates and time

Coming soon



€ 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.

General terms and conditions


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

Student in classroom

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.