Please find a course schedule below. These are elective courses of the Executive Master in Corporate Communication, but they are also open to professionals who want to take one or more courses on a stand-alone basis.


  • 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, and managing the corporate brand; 
    • Day 3: strategic reputation management and strategic positioning; 
    • Day 4: strategic tools for managing corporate communication and creating value;
    • Day 5: complexity and ambiguity in corporate communication. 


  • "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 digital revolution has changed how we interact, entertain, work, advertise, gather information, conduct business, and much more. This has resulted in a new set of opportunities and challenges for the corporate communication field, but still many businesses have experienced little valuable payoff for their digital efforts.

    This three-day course focuses on the transformation that technology has brought to the field of corporate communication, and how to make effective use of it. Participants will develop valuable skills on how to optimise their organisation’s internal and external digital communication.

    The course includes lectures and case studies to provide an exciting learning environment.

    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
    • discover successful online campaigns by major companies and why they were so effective
    • raise your digital IQ
    • learn how your organisation can use digital communication more effectively


  • What messages break through in today's 24/7 and cluttered communication environment? Which ones are better remembered? What are effective principles of persuasive communication in an online setting? What techniques can managers use to persuade (large) audiences? 
    Successful communication depends not only on what is said, but also how it is said.

    In this three-day Master Class, you get answers to such questions and learn practical skills around A/B testing, neuromarketing and message design that you can immediately put into use in practice. The course features the latest research and knowledge about persuasion, from the fields of psychology, marketing and linguistics, with contributions from world-leading faculty and experts such as Bart Schutz, Gui Liberali and Kevin Murray.

  • Sustained profitable growth is the main objective for most companies. However, corporate brands face many challenges, such as emerging disruptive technologies and platforms, social media, the globalisation of markets, and demands from consumers and stakeholders for brands to behave more ethically. 

    This course discusses how a strong corporate brand can be the most important asset a company has for achieving growth. Participants will learn how to lead the building process for a strong and enduring corporate brand that gives focus to the entire organisation and aligns its diverse stakeholders towards sustained value creation.

    The course programme includes lectures that provide theoretical frameworks, and case studies to help participants practise the theoretical concepts. In addition, guest speakers will share their knowledge and personal experience.

  • 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.

    Key benefits

    By participating in this course, 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.


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

    In this Master Class, you will be led into the domain of strategic leaders at the organisation’s business and corporate level to get you conversational on key concepts such as positioning, parenting advantage and globalisation. These concepts will then be related to the new digital reality, during the course we will discuss the consequences for corporate communication thoroughly.

  • The ways that media impact reputation have grown more diverse in recent years, and the power of those impacts can be unprecedented. Investigative journalism, once given up for dead, is now a growing global phenomenon. Mainstream media, stung by accusations of irrelevance, are growing more aggressive in their coverage. Stakeholder-driven media, owned by activist or partisan groups, demonstrated their clout in the US by helping Donald Trump to become President. So did fake news media, a demonstrated threat to leaders like Hillary Clinton or Emmanuel Macron. Firms now have a multitude of channels to communicate directly with stakeholders, yet few are using them well. In this Master Class we will consider these phenomena and others from the standpoint of best practices, while keeping in sight an underlying transformation of the communications function, from service to strategic.

  • Organisations with strong reputations are better able to attract the best and most appropriate stakeholders such as customers, investors and employees, so it’s logical that organisations attach great importance to building, maintaining and protecting their corporate reputations.

    This three-day course in Advanced Reputation Management provides a comprehensive overview of the latest academic knowledge and best practices for managing reputations. It focuses specifically on topics such as:

    • the academic theories behind the effect of reputation and its consequences in business practice
    • can reputation managers be blamed for the humiliation of the financial industry during the credit crisis?
    • reputation risk management
    • the relationship between research into public opinion, its theories and reputation
    • the pros and cons of methods for measuring reputation and how to transfer reputation research in your communication strategy and actions
    • the effect of your organisation’s reputation on the behaviour of employees, financial audiences, governments, customers and recruitment stakeholders. the impact of advertising and news on reputation
    • developing a professional strategy for managing your organisation’s reputation

    Learning objective

    Become familiar with most recent insights in the academic foundations of reputation management and learn how to apply this in daily practice in order to showcase clearly how you can impact business performance.

  • 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.

RSM reserves the right to make changes to this schedule.