• Starting date

    A new date will soon be announced

  • Duration

    3 days

  • Fee

    € 2.600,-

    Including tuition, books and lunches

  • Language


  • Format

    In person

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.

Want to know more?


1. Theoretical foundations

  • Stakeholder relationships and partnerships: changes and opportunities
  • Partnerships and sponsoring for strategic advantage and reputational success

2. Best practices

  • Strategies, models and best practices in partnerships and sponsoring
  • Best practice case examples
  • Communication strategies around partnerships and sponsoring

3. Developing a strategy

  • Screening partnership and sponsoring options
  • Planning, launching and managing partnerships and sponsoring
  • Measuring impact

For Whom

See where other participants come from

The course is for everyone who is interested in the changing nature of partnerships and sponsoring forms and their impact on corporate reputations and organisational performance. This involves corporate communication professionals, as well as marketing, HR or general management professionals who directly or indirectly have an interest in, or deal with, corporate partnerships and sponsoring arrangements.


The Master class will be taught by a team of resident faculty at Rotterdam School of Management, Erasmus University, including prof. Joep Cornelissen, joined by business experts.

Prof. Joep Cornelissen

Joep Cornelissen is Professor of Corporate Communication and Management at Rotterdam School of Management, Erasmus University. The main focus of his research involves studies of the role of corporate and managerial communication in the context of innovation, entrepreneurship and change. In addition, he also has an interest in questions of scientific reasoning and theory development in management and organization theory.

Professor Joep Cornelissen

More information


A new date will soon be announced.



The course fee: € 2.600,-, includes tuition, books and lunches. This fee does not include hotel accommodation.    



When participation has to be cancelled just before the course for a good reason, the participant can be substituted by someone from his/her team/company on the same course without incurring any fees.

Student in classroom


Rotterdam School of Management, Erasmus University, J-Building
Rotterdam, The Netherlands

Bayle building on the Woudestein Campus

Hotel accommodation

We recommend Novotel Rotterdam Brainpark Hotel, adjacent to the university and less than five minutes’ walk from campus. Participants benefit from special rates.

Novotel Rotterdam Brainpark Hotel

Take the next step in your career