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Reputation Management
  • Starting date

    10-11, 14-15 Oct 2024

  • Duration

    4 days

  • Fee

    € 3.400,-

  • Language


  • Format


Do you have what it takes to connect organisational reputation and purpose with the successful management of key stakeholder relationships? Are you able to use of stories, campaigns and emotions to optimise and manage your organisation’s reputation in challenging, diverse and fast-changing environments?

This programme is offered by Corporate Communication Centre BV. For more information about the legal structure of Rotterdam School of Management, Erasmus University, visit this page

The following topics will be addressed in this course

Academic reputation framework, living cases, and reputational campaigns

  • Group session 1
  • Plenary 1: the academic reputation framework
  • Plenary 2: living case-study work and example studies
  • Plenary 3: guest lecture on reputational campaigns
Day 1

Development of purpose and drivers of behaviour

  • Plenary 4: purpose and drivers of behaviour
  • Group session 3
  • Plenary 5: review group work
  • Plenary 6: what makes a great campaign?
  • Group session 4
  • Plenary 7: discussion group work
Day 2

Social media and rating influences, use of emotions and stories

  • Plenary 8: third party influences
  • Group session 5
  • Plenary 9: stories and emotions
  • Group session 6


Day 3

Presentation day, and setting expectations for assignment

  • Group session 7
  • Group presentation: reputational campaigns for living cases
  • Final session: assignment and concluding remarks
Day 4

Learning objectives

After the course, you will be able to put your new knowledge, ideas and insights into practice for the benefit of your organisation and your career. During this course you will

  • discover the key elements of a comprehensive academic reputation management framework, so you can unpack the various building blocks of strategic reputation management – such as causes, moderators and consequences of different reputation strategies in stakeholder relationships – in a sequential and logical manner
  • explore the opportunity and challenges inherent when applying key elements of reputation and relationship management to your case
  • investigate how to develop compelling reputational campaigns – with the final presentations to an experienced practitioner audience providing a genuine benchmark to each case work
  • analyse reputation issues and key stakeholder relationships in a nuanced manner and assess situations from both an intellectual and an emotional perspective
  • navigate the reputational landscape, connecting organisational stakeholders with the articulation of organisational purpose by using narrative plots in an emotionally grounded and engaging manner.

For whom

See where other participants come from

You will benefit from this course if you are business professional and want to understand and manage your corporate reputation.

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.


Prof. dr. Carola Hillenbrand

Carola Hillenbrand is Professor of Organisational Psychology at Henley Business School, Academic Director at the John Madejski Centre for Reputation (JMCR).

Prof. dr. Kevin Money

Kevin Money is professor of Responsible leadership and reputation at Henley Business School, UK. He is the Director of the John Madejski Centre for Reputation.

Practical information

Dates and time

10-11 and 14-15 October 2024
From 13.00 to 17.30



€3,400 including tuition, course material, lunches and refreshments. This fee does not include hotel accommodation.  



Via Zoom online

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.


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.