How do you define a meaningful purpose for your organization that speaks to your organisation’s stakeholders and creates value? What distinguishes high-performing purpose-led organisations from those companies whose purpose statements are pure rhetoric?
Many companies and organizations have released new or revised purpose statements over the past couple years. This trend reflects seismic shifts in the business world away from the traditional focus of serving shareholders towards one of contributing to the greater good and adding value for all stakeholders. But given such expectations, how can organisations define a purpose for themselves in ways that make sense, given its industry and stakeholders, and that thus boosts both its social and financial performance?
In this unique three-day masterclass, Professor Joep Cornelissen will present the latest thinking on purpose and strategic communication. He will be joined by speakers from practice and will with this team take participants through an action learning model of defining, activating and aligning your company’s purpose. Through bespoke cases, exercises and groupwork, participants will not only learn from best practice cases (such as Patagonia) and from their peers, but will also develop for their own organisation a purpose plan, including a purpose statement, purpose narrative, and implementation tools – which can immediately be put into action.
This executive-level course offers working professionals a highly flexible learning experience that fosters leadership, strategic thinking and corporate responsibility.
The course designed for:
Corporate communication professionals
General managers
Executives, consultants and analysts
Participants who preferably hold at least a bachelor degree and 3+ years of working experience in the corporate communication field and related.
Joep Cornelissen is Academic Director of the MScCC programme and Professor of Corporate Communication & Management at RSM.
Rebecca (Bex) Hewett is an Associate Professor at the Department of Organisation and Personnel Management of RSM.
Kevin Murray is a communications specialist with more than 40 years of experience. He is author of many bestselling business books.
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.
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.
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.
Programme & Admission Advisor
Programme officer