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Summer Foundation Course in Corporate Communication

  • Starting date

    16-19 June 2025

  • Duration

    4 days

  • Fee

    €5,550

  • Language

    English

  • Format

    In person

The four-day Summer Foundation Course is a must-attend course for professionals with an interest in corporate communication. Around 900+ professionals has been enrolled in our Summer Foundation Course in Corporate Communication in the past thirty years. This long-established Summer Foundation Course has earned an excellent worldwide reputation which attracts professionals in a broad range of industry sectors.

This course is offered by Rotterdam School of Management b.v.. For more information about the legal structure of Rotterdam School of Management, Erasmus University, visit this page.

RSM's accreditations

In this course you will:

  • acquire an in-depth view of the latest developments, tools, and practical and academic insights into the fundamental key issues of corporate communication, such as organisational identity, corporate branding, and strategic reputation management
  • explore the development of corporate communication strategies and the implementation of communication programmes and campaigns
  • be able to put into practice what you have learned and help your organisation optimise its communications based on academic insights and best practices
  • help increase business value through effective communication strategies.

The following topics will be addressed in this course

Reputation management

  • Foundations in reputation management
  • Measuring and managing reputation
  • Stakeholder relationship analysis
  • Case Study: Reputation Management in Action
Day 1

Corporate branding

  • The power of Brands
  • Brand portfolio management; product brand versus corporate brand
  • Two case studies
  • Corporate Branding from different perspectives
Day 2

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 3

The Trusted Adviser (TA) Role

  • Understanding the concept of the TA
  • Key mindsets and competencies for TAs
  • Essential knowledge and skills for effective advising
  • Strategies for building personal trust and credibility
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

  • explore the theoretical foundations of corporate communication, such as identity, branding, reputation management and strategic communication
  • acquire a deep understanding of the power of brands for customers and organisations
  • learn how a firm’s brand portfolio (including both product and corporate brands) can be leveraged for growth
  • reflect on how internal and external processes affect corporate reputation and brand equity in the long-term
  • apply tools to systematise, reflect upon and describe communication objectives aligned to corporate goals
  • understand the concept of agility, its drivers, and its relevance for corporate communication
  • reflect on the challenges and opportunities of agility for communication professionals
  • examine, use and reflext on a toolkit of techniques for the trusted adviser
  • develop a trusted advisory relationship with senior leaders

Want to know more?

Make an appointment with our advisor

For whom

See where other participants come from

This executive-level course offers working professionals a highly flexible learning experience that fosters leadership, strategic thinking and corporate responsibility.

The Executive Summer Course in Corporate Communication is designed for:

Corporate communication professionals: it will deepen your knowledge of corporate communication. It offers a valuable opportunity for you to expand your skills and understanding in the field.

General managers: This course equips you with insights into corporate communication that can be vital for making strategic decisions and optimising communication within their organisations.

Consultants: It will help you enhance your expertise, stay updated on the latest developments, and provide more informed and effective advice to your clients.

Participants who preferably hold at least a bachelor degree and 3+ years of working experience in the corporate communication field and related.

Testimonials

Read what previous participants say about this course

I really enjoyed the Executive Summer Course in Corporate Communication thanks to the highly qualified professors and spokespersons of international organisations which operate in complex environments. It was also very inspiring to meet and collaborate with other communication professionals

Laurens Ohlenroth - Communications Manager at Nederlandse Spoorwegen (NS)

As a communications professional, one never stops learning because our field is in a constant state of flux. Academic theory and practical knowledge are closely intertwined in this course. It was very valuable for me to get in contact with other professionals and to learn from one another.

Karin Ooms – Business Partner Communication at KLM

Faculty

Prof. Anne Gregory

Professor Anne Gregory is a leading expert in corporate communication and strategy. As Professor Emeritus at the University of Huddersfield, she has authored over 150 publications. A former president of the UK Chartered Institute of Public Relations, she has advised governments, NGOs, and global businesses. She led the development of the Global Capability Framework and continues to shape the field through research and consultancy.

Prof. Carola Hillenbrand

Carola Hillenbrand is professor of organisational psychology at Henley Business School, academic director at the John Madejski Centre for Reputation (JMCR), and research division leader for the School of Marketing and Reputation. Carola’s research aligns the subjects of responsibility, relationships and resilience with human decision-making, behaviours and emotions.

Prof. Oriol Iglesias

Oriol Iglesias is a professor and director at the ESADE Business School Department of Marketing. He has also co-authored several books on brand management and co-creation, and his research on this topic is published in top international academic journals.

Prof. Ansgar Zerfass

Ansgar Zerfass is Professor and Chair in Strategic Communication at the Universität Leipzig. He has published 33 books and more than 300 journal articles, book chapters, and study reports papers in several languages.

Practical information

Dates

16-19 June 2025

Dates

Fee

The total costs for participation in the Executive Summer Course are € 5,550.-. Included are:

  • 3 nights accommodation, breakfasts, lunches & dinners
  • Study materials: book and reader
  • Certificate
Fees

Location

The programme takes place at an external location:

Kasteel Oud Poelgeest
Poelgeesterweg 1
2341 NM Oegstgeest
The Netherlands

 

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