How can organisations use co-creation to strengthen relationships with stakeholder groups? What’s the best way to use co-creation in innovation and how can it be implemented in corporate communication strategies?
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.
New technologies and social media are challenging the traditional role of the Chief Communications Officer (CCO). This represents a paradigm shift of the role from controlling the corporate brand message to being capable only of influencing the targets. This shift also demands that brands listen more carefully to what is happening in online communities and social media, and to generate higher levels of engagement with their audiences.
Corporate communications have traditionally been associated with conveying the organisation’s messages to its diverse stakeholders. However, in such a hyper-connected environment – in which customers and many stakeholders are gaining increasing power – firms need to find new ways to listen to all stakeholders, and to involve them in strategic decision-making processes.
This masterclass is meant for communication professionals who seek to understand the value of stakeholder contributions to innovation, value propositions, and corporate communication. It teaches you how to open up to external stakeholders in order to learn from them, and how to engage with them in strategic partnerships which benefit the organisation.
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.
Dr Oriol Iglesias is an associate professor and director at the ESADE Business School Department of Marketing. He was previously chair of the research group in brand management and director of the ESADE Brand Institute. Oriol has conducted in-company training and research for leading global brands and has experiences as a partner, CEO and consultant at different stages in his career. 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.
Coming soon
€3,600 including tuition, course material, lunches and refreshments. This fee does not include hotel accommodation.
You can choose from:
On campus: Bayle building on the Woudestein Campus of Erasmus University Rotterdam.
Or online via Zoom
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.
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.
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