Rotterdam school of Management, Erasmus University compact logo
  • Starting date

    30 Sept & 1-2 Oct 2024

  • Duration

    3 days

  • Fee

    € 3.400,-

  • Language


  • Format


Should we rather invest in Clubhouse, chatbots or a virtual event? Is it more important to build reputation with politicians, increase share of voice in the media or foster employee engagement? Are these activities – and is communication in general – really important for the overall success of the organisation? These questions force us to reflect upon the fundamental relationship between communication and corporate success. Every organisation needs a suitable business model for its communication department, which helps practitioners to operate smoothly in a turbulent world, create overall value, and explain this to top management.

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

Executive education student in class

The following topics will be addressed in this course

Strategic communication and tools for focusing your activities

  • Strategic thinking and strategic communication
  • Aligning communication and business goals
  • Applying the Communication Value Circle and the Communication Strategy House
  • Workshop: Deriving strategic objectives for communications
  • Workshop: Creating the strategy house
Day 1

Business models for communication departments

  • Business models for communications
  • Workshop: Analysis and idea development
  • Workshop: Creating the strategy house
  • Guest lecture
Day 2

Positioning communications to meet top management expectations

  • The positioning of communication departments and the changing roles of communicators in organisations
  • Peer-to-peer debate
  • Plenary discussion
  • Wrap-up
Day 3

Learning objectives

After the course, you will be able to put your new knowledge, ideas and insights into practice for the benefit of your organisation and your career. During this course you will

  • get introduced to different management tools, such as management tools for analysis, for aligning communication to corporate goals, and for positioning communication departments and communicators within organisations. 
  • learn techniques in interactive sessions, share experiences with peers working in different organisational setups, and talk to seasoned chief communication officers about their experiences. This helps you to apply strategic thinking in your own organisation and for your future career.

For Whom

See where other participants come from

This masterclass is for all communication professionals who need a suitable business model for its communication department to create values for their organisations, to enhance their personal profile as communication leader, next-generation leader, or consultant coaching communicators and general managers. 

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.


Read what previous participants say about this programme

In this course, I got to delve into critical topics such as the need for communication professionals to develop business acumen and to spell out their added value- or that of their department- in concrete terms. Together with other students, we discussed how we can foster critical attributes of a strategic communicator and how we can elevate our performance and that of our teams. Surprisingly, most of the topics taught in this course, are rarely touched upon in formal communication education. That’s why this course was a true eye-opening experience.

Rima Kamal- Country Manager- Swedish Red Cros


Professor Ansgar Zerfass

Ansgar Zerfass is professor and chair of strategic communication at the Institute of Communication and Media Studies at the University of Leipzig, Germany.

Julia Huhn

Guest lecturer

Head of communications - Santander Consumer Bank

Christoph Lautenbach

Guest Lecturer

Managing partner - Lautenbach Sass

Ines Schurin

Guest Lecturer

Group Director of Corporate Communications – REWE Group

Practical information

Dates and time

30 Sept & 1-2 Oct 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.