• Starting date

    19 June 2023

  • Duration

    4 days

  • Fee

    €5,550,-

  • Language

    English

  • Format

    In person

The four-day Summer Foundation Course is a must-attend course for professionals with an interest in corporate communication. Around 900+ professionals has been enrolled in our Summer Foundation Course in Corporate Communication in the past thirty years. This long-established Summer Foundation Course has earned an excellent worldwide reputation which attracts professionals in a broad range of industry sectors.

The following topics will be addressed in this course

Day 1

Strategic corporate communication

  • How to play the game and create value for your organisation?
  • How do you contribute to corporate success?
  • Define your role and set communication goals
  • Corporate communication in agile organisations
Day 2

Corporate branding

  • Introduction to brands and their symbolic power
  • Brand portfolio management; product brand versus corporate brand
  • Two case studies
  • Brand revitalisation, and how employees can change a brand
Day 3

Reputation management

  • Foundations in reputation management
  • Reputation management strategy
  • Workshop corporate story
Day 4

Organisational identity

  • Identity, image and reputation
  • From identity analysis to specific messaging strategies
  • Two workshops on identity analysis and messaging strategies
  • Guest lecture on identity change

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

  • explore the theoretical foundations of corporate communication, such as identity, branding, reputation management and strategic communication
  • apply theoretical frameworks to diagnose and describe the identity of your organisation
  • develop an identity-led communication strategy and positioning for your organisation
  • acquire a deep understanding of the power of brands for customers and organisations
  • learn how a firm’s brand portfolio (including both product and corporate brands) can be leveraged for growth
  • reflect on how internal and external processes affect corporate reputation and brand equity in the long-term
  • apply tools to systematise, reflect upon and describe communication objectives aligned to corporate goals
  • understand the concept of agility, its drivers, and its relevance for corporate communication
  • reflect on the challenges and opportunities of agility for communication professionals

For whom

See where other participants come from

This executive-level course offers working professionals a highly flexible learning experience that fosters leadership, strategic thinking and corporate responsibility.

The Executive Summer Course in Corporate Communication is 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.

Testimonials

Read what previous participants say about this course

I really enjoyed the Executive Summer Course in Corporate Communication thanks to the highly qualified professors and spokespersons of international organisations which operate in complex environments. It was also very inspiring to meet and collaborate with other communication professionals

Laurens Ohlenroth - Communications Manager at Nederlandse Spoorwegen (NS)

As a communications professional, one never stops learning because our field is in a constant state of flux. Academic theory and practical knowledge are closely intertwined in this course. It was very valuable for me to get in contact with other professionals and to learn from one another.

Karin Ooms – Business Partner Communication at KLM

Faculty

Discover which expert faculty lead this programme

Prof. Joep Cornelissen

Joep Cornelissen is Academic Director of the MScCC programme and Professor of Corporate Communication & Management at RSM. The main focus of his research involves studies of the role of corporate and managerial communication in the context of innovation, entrepreneurship and change, and of social evaluations of the legitimacy and reputation of start-up and established firms.

Prof. Carola Hillenbrand

Carola Hillenbrand is professor of organisational psychology at Henley Business School, academic director at the John Madejski Centre for Reputation (JMCR), and research division leader for the School of Marketing and Reputation. Carola’s research aligns the subjects of responsibility, relationships and resilience with human decision-making, behaviours and emotions.

Prof. Stefano Puntoni

Stefano Puntoni is professor of marketing at RSM, which he joined after completing his PhD at London Business School. His teaching expertise is in the areas of brand management, marketing strategy, and consumer behaviour. His research has appeared in various prestigious international journals.

Prof. Ansgar Zerfass

Ansgar Zerfass is Professor and Chair in Strategic Communication at the Universität Leipzig. He has published 33 books and more than 300 journal articles, book chapters, and study reports papers in several languages.

Practical information

Dates

19-22 June 2023

Dates

Fee

The total costs for participation in the Executive Summer Course are € 5,550,-. Included are:

  • 4 nights accommodation, breakfasts, lunches & dinners
  • Study materials: book and reader
  • Certificate
Fees

Location

The Summer Foundation Course in Corporate Communication will be held at:

Hotel Courtyard by Marriott Amsterdam Airport 
Bosweg 15
2131 LX  Hoofddorp
The Netherlands

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.

Replacements

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.

Take the next step in your career