Planning 2018

Planning 2018

  • 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. 


  • "Executives fail to accept the power of digital communications at their own risk, and those who do accept it prosper. Fortune favours the bold."
    Paul A. Argenti

    The importance of digital transformation is widely recognised, but plenty of businesses find it difficult to keep up with accelerating technological developments.

    This three-day course focuses on the transformation that technology has brought to the field of corporate communication. From breaking down silos between functional areas to democratising the creation of content, the rapid speed and escalation of information has changed how corporations and executives communicate.

    Through case 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. 

    Key benefits

    By participating in this course, you will:

    • get familiar with digital strategies for both internal and external corporate communications
    • understand key social platforms, their pros and cons, and look at examples of how they are used at leading companies
    • take inspiration from case studies of successful online branding campaigns and initiatives by major companies
    • raise your digital IQ
    • learn how your organisation can use digital communication more effectively


  • This three-day Master Class 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.

  • Every organisation must deal with - and communicate about - internal and external crises. But how can you identify and prevent a crisis from happening? And what is the best way to manage a crisis that already exists?

    This three-day Master Class will cover all aspects of crisis communication, 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.