Finance for Communication Professionals

Finance for Communication Professionals

Postponed to 22-24 June 2020

“It might not be important in early stages of your career. You can get by without being able to read a financial statement. But at some point you have to provide financial justification for what you're doing, and you have to make decisions based on numbers that come from other people. If you don't know what you're looking at, and you don't know the right questions to ask, your effectiveness is diminished.” – professor Christopher Ittner, Wharton Business school

Understanding how organisations interact with financial markets is an essential success factor for corporate communication professionals. This three-day programme covers the fundamentals of finance and accounting. You will learn what information stakeholders need, and how to calculate the different concepts. Accordingly, you will be able to truly understand the relevant financial concepts and speak the same language as financial stakeholders.

As part of this programme, we aspire to achieve the following:

  • Identify the relevant important stakeholders of financial information;
  • Understand what stakeholders want for information;
  • Use accounting and finance metrics to determine if a company has what stakeholders want.

As such, we will use the stakeholder model of strategic management to link stakeholders to their respective goals/targets and, in a second step, elaborate on the appropriate way to address them.


The programme includes lectures that provide theoretical frameworks, and case studies to help you practise the theoretical concepts.

Day 1 focuses on:

  • Introduction to accounting
  • Types of financial information and which stakeholders need them
  • Case study

Day 2 focuses on:

  • Review of day 1
  • Shareholder panic when earning targets aren't reached
  • What shareholders mean when they claim to worry about risk
  • Risk measurement
  • Case study

Day 3 focuses on:

  • Review of day 2
  • Integrated reporting (governance, business model, performance, forecasting and more)
  • Options as part of executive compensation
  • Mergers and acquisitions
  • Crises
  • Wrap-up

Learning objectives

After this programme, you will be able to:

  • define the scope and objectives of corporate communication in relation to financial information
  • identify relevant stakeholders and their goals/worries
  • define “crisis” and “crisis management”, especially in a financial context
  • understand and interpret the financial statements of corporations (balance sheet, income statement and cash flow statement)
  • calculate and interpret the most important financial ratios
  • understand and apply the concept of “time value of money”
  • calculate and apply the net present value method (NPV/DCF) correctly as well as understanding the impact of the main input parameters
  • understand and calculate the appropriate discount rate to be used in an NPV calculation
  • understand and apply the capital asset pricing model (CAPM)
  • understand and explain the basics of portfolio theory (beta)
  • This three-day programme is designed for professionals and executives with little to no financial knowledge, who would like to complement their communication skills with essential financial skills. 

    It is recommended to have a minimum of 5 years of work experience.

  • Florian Madertoner

    Florian Madertoner is a Lecturer at RSM. He holds a degree in Banking- and Finance. Florian’s research interests include Capital Structure Theory, Behavioral Finance, Fraud and the History of Finance.

    He is responsible for the Finance part of the course “Introduction to Business”. In addition, Florian teaches Foundations of Finance, Corporate Finance as well as the minor “Money and Banking” in the international bachelor program. In the Master program Finance & Investment Florian is involved in the course “Financial Analysis and Valuation” and the supervision of Master theses.

    He has been awarded the "Professor of the Year Award" three years consecutively in 2016, 2017 and 2018 for his undergrad course on Corporate Finance.

    Raymond Vermeulen

    Raymond Vermeulen is Head of Media Relations at ING Group since 2009 in Amsterdam, where he leads a team of press officers, support staff and part of Corporate Communication (MT member) and is responsible for managing ING Group’s reputation in national and international media. Functionally responsible for all spokespersons and media relations officers globally. Coordinating ING Group’s quarterly financial results communications.

  • Dates
    Postpone to; 22-24 June 2020
    09:00 - 17:00

    The course fee is € 2,650 including tuition, course material and lunches. This fee does not include hotel accommodation. 

    Bayle (J) Building, campus Woudestein
    Burgemeester Oudlaan 50
    Rotterdam, the Netherlands

    Hotel accommodation
    If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.

    Cancellation policy
    Cancellations must be received in writing (or e-mail) to Ms. Susanna Marco at or

    • 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.

  • You can apply with our online application form:

    If you have questions or would like to receive additional information, please feel free to contact us by e-mail at or by telephone at  +31 10 408 2851.

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 communications professionals. Find out more: