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Winter Foundation Course in Corporate Communication

A leaf growing through a tree

Do you work in corporate communication or related fields? Our five-day Winter Foundation Course is an excellent opportunity to deepen and expand your knowledge of corporate communication.

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.
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

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 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

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:

  • Explore the theoretical foundations of corporate communication (stakeholder theory, identity and branding)
  • Apply theoretical frameworks to diagnose and describe the identity of your organisation
  • Develop an identity-led communication strategy and positioning for your organisation
  • 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.

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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 Winter Foundation Course in Corporate Communication is designed for:

Corporate communication professionals

General managers

Executives, consultants and analysts

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

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

Coming soon

Apply now
Dates

Fees

The total costs for participation in the Executive Winter Course are €4,125.- 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