Rotterdam school of Management, Erasmus University compact logo

Winter Course in Corporate Communication

Strong corporate communication starts with a strong strategic foundation.

Winter Course in Corporate Communication

As the role of communication continues to broaden, experienced professionals need more than specialist knowledge. They need to understand how identity, strategy, stakeholders and organisational priorities connect – and how communication can contribute to better decisions and organisational outcomes.

The five-day Winter Foundation Course in Corporate Communication from Rotterdam School of Management, Erasmus University gives you a structured foundation for approaching these questions. You will explore established and emerging perspectives in corporate communication, apply them to organisational challenges and strengthen the strategic judgement you bring to your role.

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.

RSM's accreditations

During the course, you will:

  • strengthen your understanding of corporate communication and how its different disciplines connect
  • analyse communication challenges from a broader organisational perspective
  • connect communication objectives more clearly to organisational priorities and business goals
  • apply frameworks and tools to real communication questions and decisions
  • develop a stronger basis for advising colleagues and senior leaders
  • take new perspectives back to your organisation that can strengthen communication practice

Learn with – and from – experienced professionals

This is an intensive, interactive course rather than a series of online lectures. Academic perspectives are combined with cases, discussion and application to professional practice.

You will learn alongside experienced professionals from different organisations, sectors and countries, giving you the opportunity to compare approaches, challenge assumptions and bring new perspectives to your own work.

Executive education student in class

The following topics will be addressed in this course

Organisational Identity

  • Identity, image and reputation
  • From identity analysis to specific messaging strategies
  • Two workshops on identity analysis and messaging strategies
  • Guest lecture on identity change
Day 1

Strategic Corporate Communication

  • How to play the game and create value for your organisation?
  • How do you contribute to corporate success?
  • Define your role and set communication goals
  • Corporate communication in agile organisations
Day 2

Corporate branding

  • Introduction to brands and their symbolic power
  • Brand portfolio management; product brand versus corporate brand
  • Two case studies
  • Brand revitalisation, and how employees can change a brand
Day 3

Reputation Management

  • Foundations in reputation management
  • Reputation management strategy
  • Workshop reputation management
Day 4

Corporate Storytelling

  • Principles of storytelling
  • Emotional power of storytelling
Day 5

Learning objectives

The following objectives are identified for the Winter Foundation Course:

  • analyse corporate communication challenges using established frameworks
  • connect communication decisions to organisational strategy and objectives
  • assess how organisational identity and positioning influence communication
  • make more considered strategic communication choices
  • apply your learning directly to communication challenges within your organisation

Want to know more?

Make an appointment with our advisor

For whom

See where other participants come from

The Winter Foundation Course is designed for experienced professionals who want to strengthen the foundations of their corporate communication practice and take a broader, more strategic perspective on their role.

It is particularly relevant for:

  • corporate and strategic communication professionals
  • communication managers and senior advisers
  • corporate affairs and reputation professionals
  • consultants working with communication and organisational challenges
  • managers whose role requires a stronger understanding of corporate communication

You will benefit most if you already have professional experience and want to step beyond day-to-day communication activities to examine how communication contributes to wider organisational objectives.

Testimonials

Read what previous participants say about this programme

I highly recommend the Winter Foundation Course. It provides an in-depth exploration of the tools essential for managing corporate communication. The course material is well-structured, and the professors are outstanding. Even in the online format, the level of interaction is excellent.

Clemence Benamar – Legouy - Communications Event Coordinator, EUMETSAT

The Winter Foundation Course provides insight into several aspects of the MCC programme and lays a solid foundation from which to progress to the rest of the programme. The course allows students to become familiar with a range of academic theories and frameworks. It equips you with the tools to apply this knowledge directly in your current organisation in a very practical manner. The professors and guest lecturers clearly demonstrate how to create valuable connections between corporate communication and strategies for achieving overall business goals. The highly encouraged discussions during lectures with fellow students, each coming from their unique backgrounds and organisations, are equally educational. These discussions offer valuable insights into how different theories can be operationalised in various ways to suit each business’s unique identity, targets, and dilemmas.

Pooja Poonath - Medior Communication Advisor, Beaumont

Faculty

Prof. Joep Cornelissen

Joep Cornelissen is Academic Director of the MScCC programme and Professor of Corporate Communication & Management at RSM.

Prof. Carola Hillenbrand

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

Prof. Oriol Iglesias

Oriol Iglesias is Full Professor at ESADE Business School.

Prof. Ansgar Zerfass

Ansgar Zerfass is Professor and Chair in Strategic Communication at the Universität Leipzig. 

Practical information

Dates and time

28-29 January and 1-3 February 2027

Apply now
Dates

Fees

The total costs for participation in the Executive Winter Course are €4,450.- Included are:

  • Study materials: book and reader
  • Certificate.
Fees

Location

The programme takes place live online 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.

Review terms & conditions

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.

Find out more