The digital transformation has increased the work complexity and challenges for corporate communication professionals. The empowerment of internal and external stakeholders through digital tools requires organisations to reconsider their structures, processes, and strategies. How do these changes impact crisis management, stakeholder engagement, and reputation management?
This course will provide participants with a critical understanding for how digital media transform the communication environment in which organisations operate. It will provide frameworks to navigate the complexity of a new media landscape and help participants applying tools and tactics to efficiently manage various stakeholder relationships.
This course will support participants to grasp the latest technological developments and consider ethical considerations therein. It will discuss the threats and opportunities of online communication through novel tactics, such as digital storytelling or use of digital influencers, and introduce frameworks to monitor and evaluate digital communication outcomes.
The course includes lectures and case studies to provide an exciting learning environment.
By participating in this course, you will:
- Understand the impact of trends in digital communication on corporate communication, including citizen journalism, social media influencers, digital activism, and fake news
- Gain knowledge for how to develop and manage digital communication campaigns and the role of owned, third-party, and user generated media content
- Identify digital and social media tools, technologies, and platforms to improve stakeholder engagement, crisis management, and change communication
- Understand the role of and opportunities for empowered employees and CEOs for corporate communication in the digital age
- Explore a range of concepts, models, and tools to identify and effectively reach external and internal audiences
- Develop communication strategies and match them to specific platforms, technologies, and digital media
- Monitor, evaluate, and measure the impact of digital communication campaigns
- Critically understand latest technologies and their ethical implications
This masterclass is designed for communication professionals interested in the latest trends in digital and the consequences for the corporate communication field. This masterclass 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.
Michael Etter has a PhD in organization studies and cultural theories from the University of St. Gallen, Switzerland. He has worked as assistant professor at Copenhagen Business School and as Marie-Curie Research Fellow at Cass Business School, City, University of London. His work has appeared in academic journals, such as Academy of Management Annals, Academy Management Review, Journal of Management Studies, and Business and Society. Michael Etter has received multiple awards for his research and teaching excellence, as well as several research grants from prestigious funding institutions, such as the British Academy.
Michael Etter is interested in the construction of social evaluation of new and established firms, such as organizational reputation and legitimacy, in the new media landscape, which is shaped by new information and communication technologies (ICT). He looks at strategies, which new and established firms use to establish favourable social judgments in the digital economy. The role corporate social responsibility is thereby prevalent in his work.
14-16 April 2020
09:30 - 17:00
The course fee: € 2.650,-, 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: