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 attend on a stand-alone basis without enrolling in the master programme.


  • 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 has to deal with crises. How do you conquer a crisis situation? How can organisations behave more proactively once a crisis hits? What is the most effective communications strategy during high-pressure crisis times?

    During this three-day course you'll explore these subjects, and become familiar with all aspects of crisis communication.

  • 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.


  • The four-day Winter Course in Corporate Communication is an excellent opportunity to deepen and expand your knowledge of corporate communication. You will acquire an in-depth view of the latest developments, insights and tools in the field of corporate communication, delivered by world-renowned faculty and visiting business practitioners. 

    Afterwards, you will be able to help your organisation optimise its communications based on global best practices, and drive business value through effective communications strategies.

  • 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.

  • The aim of this Master class is to acquire knowledge and practical insights into how organisations ensure organisational change and strategic renewal. In particular, it focuses on how you as a professional or manager can define and understand the nature of different changes, and how you can use communication to frame and justify particular changes to gain support from your stakeholders.

    You will explore:

    • How and why organisations pursue strategic renewal and organisational change in order to grasp the opportunities and cope with the threats emanating from trends and developments in their market and institutional environments;
    • How as professionals within organisations we can “sense” and identify the need for changes, as well as be mindful and entrepreneurial in developing effective solutions for an organisation;
    • The different factors (knowledge, emotions, culture, routines) that foster or constrain the implementation of a change, and what professionals can do in terms of behaviour and communication to foster a sense of urgency and a supportive environment for the implementation of a change.
    • Proven communication and messaging strategies that help professionals effectively communicate about different types of change in order to gain support and acceptance for a change on the part of relevant stakeholders, including employees.
  • Thought leaders have the guts to destabilise the status-quo and advocate new ways of thinking and doing. They shift paradigms and build future realities. Think of Tesla, Unilever or Tony Chocolonely- pioneering at the intersection of business and society. Convinced that new realities should and can be shaped. But also non-profit organisations or small firms can be thought leading. This course stretches the edges of our thinking by exploring how thought leaders go about in navigating the future.

    Theory and case studies are blended to explore the following topics:

    • What do we mean with thought leadership in a society of change? 
    • How do thought leaders position themselves on the themes that matter to our future society?
    • How do thought leaders disrupt ingrained ways of thinking, drive paradigm shifts and mobilise stakeholders?
    • What is the proper role of communication executives in this process and how can they use the power of communication to imagine, shape and express new realities?
    • How can organisations assess the success of their thought leadership?
  • 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. 


  • 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.

  • 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.

  • 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 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.

  • Every organisation has to deal with issues, internally and externally.  But when does an issue become a real crisis? And how can you use communication to prevent a potential crisis, or how do you manage the existing crisis? How should you approach your different stakeholders?  And how do you manage your company’s reputation during these high pressure times in crisis?

    This three-day programme covers 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. The programme is led by prof. Paul Argenti, a world-renowned expert in corporate communication.

    Day 1 focuses on:

    • The strategy behind all communications
    • The changing environment for businesses
    • Crisis communication framework
    • 2 case studies

    Day 2 focuses on:

    • Communicating during a crisis
    • Communicating following a crisis
    • 2 case studies

    Day 3 focuses on:

    • Corporate responsibility, and how it can lead to as well as prevent crises
    • Reputation risk analysis framework
    • Case study
  • This Master Class will provide you with a practical, academically embedded toolkit, enabling you as a practitioner to create impact with employee communication.

    The following topics will be addressed in this course:

    • What is the role of employee communication?
    • How to harmonise employee communication, other forms of communication and human resource management?
    • Which methods can be used best to inform and motivate employees and create sustainable internal support for the strategy?
    • What determines success in employee communication?
    • How can communication be used to align employees with the new and existing strategies?
    • Which pitfalls in aligning employees with strategy exist and how can they be solved?

    Learning objectives

    • You will be introduced to the concept of strategic alignment and learn how to place it in an organisational context;
    • You will compare different methods for gathering internal intelligence as well as several tactics how to implement the new strategy;
    • You will learn about the contribution of communication in creating internal support;
    • You will examine the concepts of corporate silence and dominant logic.

RSM reserves the right to make changes to this schedule.