Digital Communication

The digital transformation has increased the work complexity and challenges for corporate communication professionals. The empowerment of internal and external stakeholders through digital tools requires organisations to reconsider their structures, processes, and strategies. How do these changes impact crisis management, stakeholder engagement, and reputation management?

Students in classroom

The following topics will be addressed in this course

Day 1

Foundations of digital corporate communication (1)

  • Programme introduction and overview
  • The changing communication landscape
  • Digital communication strategy
  • Tools and tactics 1
Day 2

Foundations of digital corporate communication (2)

  • Digital Story Telling
  • Case: Digital Strategy
  • Guest speaker: From Vision to Measurement
Day 3

New challenges in the digital age

  • Digital activism, crisis and fake news
  • Case: online crisis
  • Tools and tactics 2
  • Guest lecture: Digital Transformation and Corporate Communication
Day 4

Employees, CEOs and you

  • Internal communication
  • Case: internal communication
  • Organising for digital communication
  • Assignment project

Learning objectives and experiences

By participating in this course you will:

  • Understand the impact of trends in digital communication on corporate communication, including citizen journalism, social media influencers, digital activism, and fake news.
  • Gain knowledge for how to develop and manage digital communication campaigns and the role of owned, third-party, and user generated media content.
  • Identify digital and social media tools, technologies, and platforms to improve stakeholder engagement, crisis management, and change communication.
  • Understand the role of and opportunities for empowered employees and CEOs for corporate communication in the digital age.
  • Explore a range of concepts, models, and tools to identify and effectively reach external and internal audiences.
  • Develop communication strategies and match them to specific platforms, technologies, and digital media.
  • Monitor, evaluate, and measure the impact of digital communication campaigns.
  • Critically understand latest technologies and their ethical implications.

For Whom

See where other participants come from

This masterclass is designed for communication professionals interested in the latest trends in digital and the consequences for the corporate communication field. 

The classroom comprises of a diverse group of accomplished, driven and open-minded professionals from Europe and beyond, working in various management positions in the public and private sector, NGOs and consultancies.

Participants in this course are recommended to hold at least a bachelor degree.

Participants in this course are recommended to have 3+ years of work experience.

Faculty

Dr Michael Etter

Michael Etter, Senior lecturer - King’s Business School UK

Till Achinger

Till Achinger, Managing Director and EU Research & Insights Lead - FGS Global 

Stephan Luiten

Stephan Luiten, Founder of Magna Carta – Policy Strategy Advisors

Dr Friederike Schultz

Dr Friederike Schultz, Associate partner – McKinsey & Company

Practical information

Dates and time

3-6 April 2023
13.00-17.00 hr

Dates

Fees

€3,100 including tuition, course material, lunches and refreshments. This fee does not include hotel accommodation.  

Fees

Location

Live via Zoom.

Bayle building on the Woudestein Campus

General terms and conditions

Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.

Replacements

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

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 professionals.