“Understanding the link between communication and value creation is indispensable in today’s world which is shaped by non-stop information and media,” says Prof. Ansgar Zerfass, who teaches in the programme.
“Top managers have long understood that everything they do can become public. So they need communication professionals who understand how communication contributes to organisational goals, and how it is executed.”
Effectively engaging with stakeholders
Through a combination of lectures, business cases and workshops, participants will learn the latest developments, frameworks and insights in corporate communications. This new knowledge can be put into practice immediately to benefit the professionals’ organisations and careers.
“Public and private organisations, small and large, are struggling with ways in which they can effectively engage with stakeholders who have various expectations, and build up strong levels of goodwill and support,” says Professor Joep Cornelissen, academic director of the Executive Master in Corporate Communication programme and professor of corporate communication.
Actionable strategy advice
So how can communication professionals develop a clear communication strategy that wins stakeholder support and has real business value? In the course they will get actionable advice on research options and strategies for their own organisations, insights into the latest thinking on corporate communication, and learn from a network of peers.
More than 800 participants have profited in their daily work from what they have learned during the Executive Summer Course in Corporate Communication. This year, professionals will learn academic knowledge from faculty members Prof. Joep Cornelissen, Prof. Ansgar Zerfass, Prof. Dianne Bevelander, Dr Flore Bridoux, Dr Mignon van Halderen, and Dr Yijing Wang.
The business practitioners who will share their expertise and experience in the corporate course are Boudewijn van Uden, director corporate communications at a.s.r; John-Paul Schuirink, director global communications at Heineken; Dennis Larsen, managing partner at ReputationInc; Frank van Ooijen, former director corporate communication at FrieslandCampina; and Ashraf Ramzy, founder and owner and founder of MasterStory.
Academic and practical thinking
Former participant Giulia Boratto completed the Executive Summer Course in Corporate Communication in 2018. “The programme structure encourages class participation in a collegial and lively environment and the topics are relevant to real-world situations,” says the leader global marketing and communications at SONGWON Industrial Group. “It attracts highly experienced participants from both the public and private sector, with very diverse work backgrounds, which is refreshing and enriching.”
Laurens Ohlenroth agrees. The communications manager at Dutch railway operator NS said it was inspiring to meet and collaborate with other communication professionals. "I was also impressed with the high-level teachers, tutors and speakers of international organisations that operate in complex environments. I really recommend the course to people who desire a comprehensive overview of academic and practical thinking in corporate communications.”
This summer’s edition of the executive course will take place at De Arendshoeve in Bergambacht, the Netherlands from 17-21 June 2019. Read the brochure or visit the website for more information and registration.
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 communications professionals.
