Leadership and Communication

Leadership and Communication

8-10 March 2022 (hybrid programme)

It’s essential that communications professionals first understand what managers and directors are trying to achieve – and the processes in the business – before they are able to communicate this information effectively throughout the organisation. This requires a good understanding of general management. You will perform detailed analyses of a range of business cases to aid your understanding; each one focuses on a different functional area of management.

The value of the general management perspective becomes particularly clear to communicators when running a function (like Media Relations) or department (like Corporate Communication); for it is here that the interplay of different functional imperatives—with their often conflicting views—becomes most apparent. Thus, this course focuses on the challenge of effectively combining the requirements of each functional area with the overall needs of the enterprise.

General management

The general manager is responsible for the management of the function or department. He or she is ultimately responsible for the success or failure of the area of the organisation—whether it is for-profit or not, whether it is domestic or international, whether it is small or large. Thus, general managers throughout the organisation can include CEOs, entrepreneurs in start-ups, leaders of business units in larger companies, executive directors of charitable organisations, presidents and prime ministers of countries, and, for the purposes of this course, heads of corporate communication departments or functions. General managers are also leaders—the people who set the organisational purpose and create an environment where success happens.

The job of the general manager as leader requires proficiency in three important and distinct areas:

  1. Critical thinking (about various strategies and business models);
  2. Innovation and creativity (by exploring opportunities, understanding discontinuities, and crafting strategy);
  3. Intuition.

Although we rely on frameworks to guide our thinking wherever possible, there is a certain "messiness" in the general manager’s job that cannot be ignored.

The complexity and responsibility of the general manager’s job make it one of the most important in an organisation. Accordingly, many, perhaps most, students will aspire to such positions at some point in their career. This course will lay a foundation about the general manager’s job that can be built on throughout the rest of your career.

Hybrid education

Hybrid education combines both remote and in-person learning to ensure learning continuity and improve the student experience. RSM has built a professional studio to facilitate the hybrid classes. You can come to class in person or attend the masterclass via live-video technology (ZOOM). With the aid of Zoom, participants who are online have the same access to the classroom as every participant attending in person. You can choose your mode of participation in hybrid sessions, through physical or online attendance.

With the hybrid format, every participant is able to get the same information presented by the professor at the same time. Participants are all given the same opportunity to participate in class discussions, role play and group work. We are resolved to make our hybrid education to have the best of both worlds.

  • This three-day course is designed for:

    • Corporate communication professionals
    • General managers
    • Executives, consultants, analysts


    It offers professionals with three or more years of work experience a highly flexible learning experience that fosters leadership, strategic thinking and corporate responsibility. The course focuses on your professional experience through collaborative-style learning and business problem-solving to facilitate your career progression.

  • "In this course we dealt with real cases of various types in small groups that changed daily. The structure of the masterclass with video lectures, group work, presentations and discussions was challenging, entertaining and always enlightening. The degree of interaction with fellow students was high, giving the masterclass quite a live character." Sigvard Wohlwend - Head of Corporate Communications and Marketing - Bank Frick & Co. AG, Liechtenstein

    “The course by professor Argenti offers the perfect combination between theory and practice. Through cases about companies you learn to translate and apply theory. The given theory helps me to develop analytical skills for effective problem solving and opportunity identification. I use what I have learned during the course in my daily work as a manager.”  Yasmine Farissi – Retail store manager – Albert Heijn

  • Prof. Paul Argenti

    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.

     

  • Dates
    8-10 March 2022 (hybrid course)
    09:30 - 17:00

    Fee
    €2,900 including tuition, course material, lunches and refreshments. This fee does not include hotel accommodation.  

    Online
    Via Zoom

    Location
    VNAB Kenniscentrum
    Room: Merwede
    Boompjes 251
    3011 XZ  Rotterdam
    The Netherlands

    Hotel accommodation
    There are many nice and affordable hotels within walking distance of our venue.

    Cancellation policy
    To receive a full refund, a written notice of cancellation must be send to ccc@rsm.nl within a term of thirty (30) calendar days after receipt of the written confirmation of the registration, unless the start date of the course programme is within the term.

    Accordingly, the cancellation fee is calculated as follows:

    • 25% of the programme fee if the cancellation notice is received 30 days or more before the start date;
    • 75% of the programme fee if the cancellation notice is received between 29 and 15 days before the start date;
    • 100% of the programme fee if the cancellation notice is received 14 days or less before the start date;
    • 100% of the programme fee if the cancellation notice is received after the programme has started.

    For more details, please view here the complete General Terms and Conditions.

    Replacements
    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 ccc@rsm.nl 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: