Do you work in corporate communication or related fields? Our five-day Winter Foundation Course is an excellent opportunity to deepen and expand your knowledge of corporate communication.

Executive education student in class

The following topics will be addressed in this course

Day 1

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
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

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 4

Corporate Storytelling

  • Maximising corporate story
  • Measuring corporate story
  • Monitoring corporate story
Day 5

Reputation Management

  • Foundations in reputation management
  • Reputation management strategy
  • Workshop reputation management

Learning objectives

The following objectives are identified for the Winter Foundation Course:

  • Explore the theoretical foundations of corporate communication (stakeholder theory, identity and branding)
  • 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 Winter Foundation 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 corporate communication or related fields

Testimonials

Read what previous participants say about this programme

The Winter Course in Corporate Communication was an exceptionally high-level training. We were handed the building blocks we need to organise professional corporate communications. The academic guest lecturers and business practitioners were inspiring. The intensive programme made me aware of the importance of the communications profession. I can apply the knowledge I gained in my daily work.

Director Corporate Communication and Public Affairs at Randstad

The Winter Course could be summarised by the following key words: inspiring, sharing experience, new insights, a serious deepening in the field of communication, networking, fun and socialising. RSM organised the course in a fantastic way at a pleasant location, which made it easy to isolate myself from my job and to concentrate.

Communications Manager at B&A Group

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.

Prof. Carola Hillenbrand

Carola Hillenbrand is Professor of Organisational Psychology at Henley Business School, Academic Director at the John Madejski Centre for Reputation.

Dr Oriol Iglesias

Oriol Iglesias is an associate professor at ESADE Business School.

Prof. Ansgar Zerfass

Ansgar Zerfass is Professor and Chair in Strategic Communication at the Universität Leipzig. 

Practical information

Dates and time

23-25 and 30-31 January 2023
09.00-16.00 hr

Dates

Fees

The total costs for participation in the Executive Winter Course are € 3,950,-. Included are:

  • Study materials: book and reader
  • Certificate.
Fees

Location

Online
Via Zoom

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.

Foundation Course

Foundation course in corporate communication