Planning 2018

Planning 2018

  • This three-day Master Class provides insights in the importance of the corporate issues management and public affairs functions as the ‘window in’ through which society observes and frames the corporation, and the ‘window out’ through which the corporation understands society. You will develop a working knowledge of best practices in the areas of issues management and public affairs management, to secure the corporation’s societal license to operate and integrate its market and nonmarket strategies. You will be provided with high-profile case studies, to benchmark internal routines with global practices, and to enrich your toolkit and vocabulary with concepts and practical insights from leading companies.

  • You cannot expect to become expert in every challenge in this elective, but it’s possible to build, enhance and perfect the skills needed to excel as a general manager working in corporate communications. This advanced elective includes in-depth analyses of a range of cases that focus on managing corporate communications for functional areas of management. After this elective, you will have an understanding of the key areas of general management that are vital for successful communication professionals.
    Participants can:
    • Become acquainted with the importance of communicating aspects of leadership as part of general management;
    • Develop the analytical skills for effectively identifying problems and opportunities.
     The primary objectives of this advanced elective course are merely the first steps in general management education. Experience is the next.

    Learning objective
    To introduce the concept of ‘general management’ to communicators, and to develop analytical skills for effectively identifying problems and opportunities.

  • The Executive Summer Course presents you with the latest developments, insights, and models in corporate communication and business administration. A diverse group of both renowned academic speakers and experienced business practitioners will share their knowledge, insights, research and cases. A mixture of lectures, business cases and workshops ensures a deep understanding of all topics and an exciting learning environment.

    The main objectives are to help you think strategically about solving corporate communication issues and to learn how to use corporate communication for the benefit of your organisation and your own career. You will be able to apply what you have learned into practice.

    During this course you will focus on:

    • Day 1: organisational identity, identity change, and strategic messaging strategies; 
    • Day 2: corporate branding, positioning and impact on attitudes and intentions; 
    • Day 3: reputation management, evolving role of corporate relations and strategic analysis; 
    • Day 4: strategic communication theory and strategic tools for creating value;
    • Day 5: complexity and ambiguity of corporate communication and managing corporate communications. 



  • This course focuses on the transformation that technology has brought to the field of Corporate Communication. From breaking down silos between functional areas to democratizing the creation of content, the rapid speed and escalation of information has changed how corporations and executives communicate. Through cases studies of companies, a focus on best and next practices, as well as experiential exercises that will engage students in social media daily, we will explore what these changes mean for the reputation of companies and for executives working in the 21st century.

  • The three-day Master Class course equips you with an advanced theoretical understanding of the foundations of language and communication in psychology (language production and development, and meaning of words) as the basis for knowing more practically how key persuasion techniques such as storytelling, framing, discourse and rhetoric can be used. We will explore each of these persuasion techniques in a combination of practitioner led sessions and workshops where participants will be trained in each of these techniques and in their application to specific organisational settings, such as CEO speeches, stakeholder engagement forums and corporate advertising.

  • This course explores the potential added value of corporate branding for firms offering products or services within the context of a multi-business structure.
    Three topics are crucial in this elective course:
    • How to rationalise the decision-making process of choosing a branding strategy
    • How to measure stakeholders’ preferences for different corporate branding strategies
    • How to orchestrate the organisation’s different communication streams in order to create a strong corporate brand.

    Learning objective
    Learn how corporate branding influences stakeholders, and how corporate brand strategies can play a crucial role in managing their perceptions and behaviours.

  • This Master Class will cover all aspects of crisis communication for managers, including: general communication strategy, crisis definition, crisis anticipation, crisis preparation, effective communication during a crisis, and finally, crisis prevention. A combination of lectures, real-life case discussions, video clips, and interactive exercises are used to teach this material in a highly engaging manner.

    Learning objectives

    During this Master Class you will:

    • Think  strategically about communication and become more confident in dealing with all aspects of crisis communication
    • Become familiar with specific tools to apply before, during, and after a crisis hits, as well as some general frameworks that will help you conquer a crisis situation, and ideally, prevent crises from happening in the first place.
    • Learn how to anticipate potential risk areas ahead of time, and as a result, behave more proactively once a crisis does, in fact, strike.
    • Distinguish between different communication channels when sending a message to employees, consumers, and the media at large during high-pressure crisis times.
  • There is a great variety of financial market participants, rule makers and gatekeepers, and they interact with each other in a complex framework of legislation, reporting rules and communication tools. We’ll show you how companies can remain alert to frequent changes in the requirements for financial communication. After this course you will be able to add value by integrating your company’s corporate communications and stakeholder financial relations. Lectures will cover the fundamentals of financial reporting, clarify the core components of financial statements, and address the importance of the concepts of financial value.

    Learning objective
    Making you ‘financially literate’ (to an extent) is a key objective of this elective, so that you will understand how organisations interact with financial markets. This knowledge has proven to be an essential success factor for corporate communication professionals.