Reputation is no longer shaped in relatively stable conditions. It is formed in environments where expectations diverge, issues escalate quickly and stakeholder responses are increasingly difficult to predict. This places communication professionals closer to the centre of decision-making. It requires the ability to interpret complex situations, balance competing interests and advise with clarity. This masterclass creates space to step back from day-to-day practice and examine how reputation is shaped today, and what that means for your role.
This programme is offered by Corporate Communication Centre BV. For more information about the legal structure of Rotterdam School of Management, Erasmus University, visit this page.
In this course you will explore how to build, protect, and leverage corporate reputation in an era shaped by societal divisions, social media, and AI-driven disruption. Led by expert academics and leading practitioners, the programme offers cutting-edge insights into strategic reputation management and board-level decision-making.
Through hands-on work with live cases, participants will design and develop impactful reputational campaigns, aligning organisational purpose with stakeholder emotions and crafting compelling, high-impact narratives. This immersive and applied experience is designed for professionals who want to ensure their organisations act with purpose while delivering social, environmental, and economic value in an increasingly complex and turbulent world.
You will benefit from this course if you are business professional and want to understand and manage your corporate reputation.
The classroom comprises of a diverse group of accomplished, driven and open-minded professionals from Europe and beyond, working in various management positions in the public and private sector, NGOs and consultancies.
Participants in this course are recommended to hold at least a bachelor degree.
Participants in this course are recommended to have 3+ years of work experience.
Carola Hillenbrand is Professor of Organisational Psychology at Henley Business School, Academic Director at the John Madejski Centre for Reputation (JMCR).
Kevin Money is professor of Responsible leadership and reputation at Henley Business School, UK. He is the Director of the John Madejski Centre for Reputation.
5-7 October 2026
€3,750 including tuition, course material, lunches and refreshments. This fee does not include hotel accommodation.
The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam.
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.
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 professionals.
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