Strategic Management for Communication Professionals

Strategic Management for Communication Professionals

15, 16 and 22 February 2021 (online programme)

Among the most important leadership decisions are those that guide organisations to a desired future state. Particularly in this turbulent and uncertain time of digital transformation, strategic decisions are crucial because the stakes are high: companies rise and fall easily, and they do so fast.

Digital transformation refers to the transformation of organisations to blend physical and digital business models. Technologies are the enablers of such transformations, making entirely new industry platforms possible, and strategic leaders are the architects of such process designs. Good corporate communication is essential to successfully adapt to digital transformation.

In this three-day online elective course, you will be led into the domain of strategic leaders at a business and corporate level to become conversant with  key concepts such as positioning, parenting advantage and globalisation. These concepts will then be related to the new digital reality, and the consequences for corporate communication will be discussed.

The course design blends cognitive concepts (knowledge) and individual consequences (personal development). The course professor introduces key concepts, then small groups of participants formulate specific consequences for each participants’ industry, after which they discuss the role of corporate communication.

Personal Strategy Profiler
As part of the masterclass and after completing a web-based assessment, you will receive feedback on your personal strategy style in a Strategy Profiler Report. Your personal report is based on the Strategy Synthesis text in the course. The course professor can answer your questions about your report, and is available to consult about your own personal reflections.

Key benefits

By participating in this programme, you will:

  • Get a better understanding of organizational strategy and strategic issues;
  • Know your own preferences and perspectives on strategic issues;
  • Identify and understand relevant technological innovations;
  • Be conversant with the consequences of digital transformation for your own organisation;
  • Find opportunities for business model innovation;
  • Be aware of personal development opportunities towards strategic leadership positions.
  • Prof. Bob de Wit

    Prof. Bob de Wit is Professor of Strategic Leadership at Nyenrode Business University. He is founder and director (1998) of Strategy Works, and Strategy Academy that designs and delivers in-company (Digital) Leadership Programmes. He is a member of the Journal of Change Management Advisory Board, and a reviewer for the Strategic Management Society conference. His book Strategy – Process, Content, Context: An International Perspective is considered the market-leading introduction to strategic management and over 250,000 copies have been sold worldwide.

    Dr Barbara van Veen

    Executive advisor Dr Van Veen is a futurist and empirical researcher of future cognitions. Her scientific work received a best paper award in 2018 and was published in the Journal of Futures Studies in 2019. Dr Van Veen's speeches, masterclasses, and consultancy approach deliver her research findings in a hands-on, no-nonsense way. She wants more managers and entrepreneurs to learn and overcome the limits of their expertise, discover the excitement of developing accurate foresights, and use these insights to supercharge their organisation's decisions.

    Michael van Everdingen

    Michael van Everdingen is CEO of Strategy Works. He is a results-driven, energetic and people-oriented lead consultant for strategy processes, with deep-rooted experience at the point where enterprises meet their customers, where revenue is generated and the mission accomplished. Michael van Everdingen has significant experience at board and supervisory board levels, and of operating in complex and politically sensitive environments. He not only develops digital visions and strategies, but also reorganises and inspires teams to create winning strategies and achieve excellence in execution to drive short-, medium- and long-term results.

    Dr Jeroen van der Velden

    Dr Jeroen van der Velden is associate professor of Strategy Alignment and Director of the Center for Strategy, Organization & Leadership at Nyenrode Business University. His fascination is focused on how new technologies impact and change daily life for organisations and people. As an advisor Dr Van de Velden has participated in various organisational transformation and strategy implementation programmes in organisations such as ABN AMRO, ING, Delta Lloyd, Heineken International, Shell International and the Tax Department where he developed and introduced new working practices.

  • This masterclass is for communication professionals who seek to understand global strategic management and who want to explore the domain of strategic leaders. You will develop a thorough understanding of how to deal with opposing demands and paradoxes within an organisation.

    In our classroom you will meet a diverse group of accomplished, driven and open-minded professionals from Europe and beyond, working in various communication positions in the public and private sectors, NGOs, and consultancies.

    Participants on this course should be educated to bachelor level and to have at least three years of work experience.

  • Dates
    15, 16 and 22 February 2021
    09:30 - 17:00

    € 2,800 including tuition, course material and refreshments. 

    Cancellation policy
    To receive a full refund, a written notice of cancellation must be send to 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.

    The participant can be substituted by someone from the same organisation on the same course without extra costs.

  • You can apply by using our online application form:

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: