How do you define a purpose that genuinely guides decisions, resonates with stakeholders, and creates long-term value? And what separates organisations where purpose drives performance from those where it remains rhetoric?
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.
Purpose has become a leadership expectation. Yet in many organisations it remains a statement rather than a practical guide for decisions, behaviour, and communication. This three-day masterclass helps experienced professionals examine what makes purpose credible, consequential, and resilient under stakeholder scrutiny. Led by Professor Joep Cornelissen with guest experts, you will connect the latest research on purpose and strategic communication to the realities of leadership, culture, and reputation.
This masterclass is designed for professionals who need more than inspiring language. It offers a research-led, practice-oriented space to challenge assumptions, sharpen judgement, and develop an approach to purpose that holds up when trade-offs arise. You will work with real cases and peer dialogue to translate purpose into leadership practice and communication that people can trust.
This executive-level course offers working professionals a highly flexible learning experience that fosters leadership, strategic thinking and corporate responsibility.
The course 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 the corporate communication field and related.
Joep Cornelissen is Academic Director of the MScCC programme and Professor of Corporate Communication & Management at RSM.
Rebecca (Bex) Hewett is an Associate Professor at the Department of Organisation and Personnel Management of RSM.
Kevin Murray is a communications specialist with more than 40 years of experience. He is author of many bestselling business books.
2 - 4 March 2026 (New dates)
09.00-17.00 hr
€3,750 including tuition, course material, lunches and refreshments. This fee does not include hotel accommodation.
The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam.
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.
Programme & Admission Advisor
Programme officer