"Executives fail to accept the power of digital communications at their own risk, and those who do accept it prosper. Fortune favours the bold."
Paul A. Argenti
The digital revolution has changed how we interact, entertain, work, advertise, gather information, conduct business, and much more. This has resulted in a new set of opportunities and challenges for the corporate communication field, but still many businesses have experienced little valuable payoff for their digital efforts.
This three-day course focuses on the transformation that technology has brought to the field of corporate communication, and how to make effective use of it. Participants will develop valuable skills on how to optimise their organisation’s internal and external digital communication.
The course includes lectures and case studies to provide an exciting learning environment.
By participating in this course, you will:
- get familiar with digital strategies for both internal and external corporate communications
- understand key social platforms, their pros and cons, and look at examples of how they are used at leading companies
- discover successful online campaigns by major companies and why they were so effective
- raise your digital IQ
- learn how your organisation can use digital communication more effectively
This Master Class is designed for communication professionals interested in the latest trends in digital and the consequences for the corporate communication field. This Master Class brings together a diverse group of accomplished, driven and open-minded professionals from Europe and beyond and from various communication positions in the public and private sector, NGOs and consultancies.
Participants for this course are advised to hold at least a Bachelor Degree and 3+ years of working experience in the corporate communication field and related.
Professor Paul Argenti has taught management, corporate responsibility, and corporate communication starting in 1977 at the Harvard Business School, from 1979 to 1981 at the Columbia Business School, and since 1981 as a faculty member at the Tuck School. He has also taught as a visiting professor at the International University of Japan, Helsinki School of Economics, Erasmus University in the Netherlands, London Business School, and Singapore Management University. He currently serves as Faculty Director for Tuck’s Leadership and Strategic Impact and Brand and Reputation programs, as well as Tuck’s custom programs for Novartis and Hitachi Data Systems.
Professor Argenti’s textbook, Corporate Communication is now in its seventh edition and is published through McGraw-Hill Irwin. His seminal work entitled Corporate Responsibility (McGraw-Hill, 2015) focuses on corporate values, shared value, corporate character, and the purpose of the corporation in modern society. Professor Argenti co-authored (with Courtney Barnes) Digital Strategies for Powerful Corporate Communication (2009, McGraw-Hill). Some of his other books include Strategic Corporate Communication (2007, McGraw-Hill), The Power of Corporate Communication (co-authored with UCLA’s Janis Forman, published by McGraw-Hill), and The Fast Forward MBA Pocket Reference (several editions), released through Wiley.
Professor Argenti has written and edited numerous articles for academic publications and practitioner journals such as Harvard Business Review, California Management Review, and MIT Sloan Management Review. He also blogs regularly for Harvard Business Review, The Washington Post, and U.S. News & World Report and appears frequently on radio (NPR) and television (CNBC) commenting on topics related to communications, reputation, and corporate responsibility.
Professor Argenti is a Fulbright Scholar and a winner of the Pathfinder Award in 2007 from the Institute for Public Relations for the excellence of his research over a long career. He serves on the Board of Trustees for the Arthur W. Page Society and the Ethisphere Institute. He also serves on advisory boards to CEOs for a variety of global companies. Finally, he has consulted and run training programmes for hundreds of companies including General Electric, ING, Mitsui, Novartis, and Goldman Sachs.
This programme is scheduled for 2020. More information will follow.
09:30 - 17:00
The course fee: € 2.600,-, includes tuition, course material and lunches
Bayle (J) Building, campus Woudestein
Burgemeester Oudlaan 50
Rotterdam, the Netherlands
If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.
Cancellations must be received in writing (or e-mail) at firstname.lastname@example.org:
- 45-30 days prior to the start date of the programme: due 25% of programme fee
- 29 – 8 days prior to the start date of the programme: due 60% of programme fee
- 7 days or less prior to the start of the programme: due 100% of programme fee
To receive full refund, the notice of cancellation must be received more than 45 days prior to the start of the programme (a charge of 10% costs is applicable). If the programme is cancelled, liability is limited to the programme fee.
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 communications professionals. Find out more: