ROTTERDAM SCHOOL OF MANAGEMENTERASMUS UNIVERSITY

EXECUTIVE SUMMER COURSE CORPORATE COMMUNICATION 2018

RSM - a force for positive change

SUMMER COURSE18 - 22 JUNE 2018

FIVE CORPORATE COMMUNICATIONTHEMES IN FIVE DAYS!

WORKSHOPS AND BUSINESS CASES FROM (INTER)NATIONAL BUSINESS PRACTITIONERS:

Identity Change at a.s.ru

Corporate Branding at NN Groupu

Reputation Management at HEINEKENu

Reputation Management and Strategic Communication at KLMu

Complexity and ambiguity: u

how to handle the dilemmas in the (dairy) food industry

Analysing Organisational Identityu

Strategic Messaging Strategiesu

Managing the Corporate Brandu

This five-day Executive Summer Course in Corporate Communicationis designed exclusively for you as a communication professional.The course focuses on the latest developments, insights, models,frameworks, and best practices in corporate communication and formsa solid basis to further deepen your skills and knowledge in corporatecommunication. Expand your academic foundation, your practicalskills in different areas of corporate communication and your network.

FIVE DAYS, FIVE THEMES!

Organisational Identityu

Corporate Brandingu

Strategic Reputation Managementu

Strategic Communicationu

Complexity and Ambiguity in Corporate Communicationu

DURING THIS COURSE, YOU WILL FOCUS ON:

ACADEMIC SPEAKERS AND BUSINESS PRACTITIONERS

Prof. dr. Joep Cornelissen Professor of Corporate Communication and Management andu

Academic Director of the MScCC

Prof. Stefano Puntoni Professor of Marketing at Rotterdam School of Management, Erasmus Universityu

Prof. dr. Pursey Heugens Professor of Organisation Theory, Development and Change at u

at Rotterdam School of Management, Erasmus University

Prof. dr. Ansgar Zerfass Professor of Strategic Communication at University of Leipzigu

Dr. Mignon van Halderen Lector Thought Leadership at Fontys University of Applied Sciencesu

Boudewijn van Uden Director of Corporate Communications at a.s.ru

Remco Barbier Head of Branding at NN Groupu

Dennis Larsen Managing Director at Reputation Incu

John-Paul Schuirink Director Global Communications at HEINEKENu

Frank van Ooijen Former Director Corporate Communication & Sustainability at FrieslandCampina u

and Director at FrieslandCampina Institute for Dairy Nutrition

Judith Coster Vice President Corporate Communications at KLM u

FOR WHOCorporate Communication specialists and professionals in the wider business community are welcome to apply.

CERTIFICATEUpon completion of the Executive Summer Course in Corporate Communication, you will receive an officialcertificate from the Rotterdam School of Management (RSM).

Organisationalidentity,identity change,and strategicmessagingstrategies

Corporatebranding andmanaging thecorporate brand

Strategicreputationmanagementand strategicpositioning

Strategic toolsfor managingcorporatecommunicationand creatingvalue for yourorganisation

Complexity andambiguity ofcorporatecommunicationand managingcorporatecommunications

PROGRAMME OUTLINE

Executive Summer CourseCorporate Communication18 – 22 June, 2018

MONDAY, JUNE 18, 2018ORGANISATIONAL IDENTITY

09:00 - 09:30 Welcome (coffee & tea outside of the meeting room)

09:30 - 09:45 Official start: Word of welcome By prof. dr. Joep Cornelissen,Academic Director of the MSc in Corporate Communication

09:45 - 12:30 • Foundations of CorporateCommunication: Identity, Imageand Reputation

• Organisational Identity: From analysisto specific messaging strategies

By prof. dr. Joep Cornelissen

12:30 - 13:30 Lunch

13:30 - 14:30 Workshop: Analysing organisational identityBy prof. dr. Joep Cornelissen

14:30 - 14:45 Break

14:45 - 16:00 Workshop: Strategic messaging strategies By prof. dr. Joep Cornelissen

16:00 - 18:30 Free time

18:30 - 20:00 Dinner

20:00 - 22:00 Identity Change at a.s.r.By Boudewijn van Uden, Director ofCorporate Communications at a.s.r.

TUESDAY, JUNE 19, 2018CORPORATE BRANDING

08:45 - 09:00 Walk-in (coffee & tea outside of the meeting room)

09:00 - 12:30 Introduction into Corporate BrandingBy prof. Stefano Puntoni, Professorof Marketing, Rotterdam School ofManagement, Erasmus University

12:30 - 13:30 Lunch

13:30 - 15:00 The Impact of Cultural Symbols andSpokesperson Identity on Attitudesand Intentions By prof. Stefano Puntoni

15:00 - 15:15 Break

15:15 - 16:30 Workshop: Managing the Corporate Brand By prof. Stefano Puntoni

16:30 - 18:30 Free time

18:30 - 20:00 Dinner

20:00 - 22:00 Corporate Branding at NN GroupBy Remco Barbier, Head of Branding at NN Group

WEDNESDAY, JUNE 20, 2018STRATEGIC REPUTATION MANAGEMENT

08:45 - 09:00 Walk-in (coffee & tea outside of the meeting room)

09:00 - 12:30 Strategic analysis: From Process to PositioningBy prof. dr. Pursey Heugens,Rotterdam School of Management,Erasmus University

12:30 - 13:30 Lunch

13:30 - 15:00 A systems approach to reputation (risk)managementBy Dennis Larsen, Corporate Communi -cation and Reputation Specialist /Managing Director Reputation Inc.

15:00 - 15:15 Break

15:15 - 16:30 Future trends: the evolving role ofcorporate relations in stewardingcorporate reputations By Dennis Larsen, Corporate Communi -cation and Reputation Specialist /Managing Director Reputation Inc.

16:30 - 18:30 Free time

18:30 - 20:00 Dinner

20:00 - 22:00 Reputation Management at HEINEKENBy John-Paul Schuirink, Director GlobalCommunications at HEINEKEN

MEET THE PARTICIPANTS

“I really enjoyed the Executive Summer Course in Corporate Communication thanks to the highly qualified professors andspokespersons of international organisations which operate in complex environments. It was also very inspiring to meet andcollaborate with other communication professionals. The programme was intense but we were facilitated in the best possibleway. Looking back, I would really recommend the course to those who desire to have a comprehensive overview of academicand practical thinking in corporate communications.”Laurens Ohlenroth – Communications Manager at NS

THURSDAY, JUNE 21, 2018STRATEGIC COMMUNICATION

08:45 - 09:00 Walk-in (coffee & tea outside of the meeting room)

09:00 - 12:30 Strategic communication:Theoretical foundations By prof. dr. Ansgar Zerfass, University of Leipzig

12:30 - 13:30 Lunch

13:30 - 15:00 How to play the game. Strategic toolsfor managing corporate communicationsand creating value for your organisation By prof. dr. Ansgar Zerfass, University of Leipzig

15:00 - 15:15 Break

15:15 - 16:30 European Communication Monitor 2017.How strategic communication deals withthe challenges of visualisation, social botsand hypermodernity By prof. dr. Ansgar Zerfass, University of Leipzig

16:30 - 18:30 Free time

18:30 - 20:00 Dinner

20:00 - 22:00 Reputation Management and StrategicCommunication at KLMBy Judith Coster, Vice President CorporateCommunications at KLM

FRIDAY, JUNE 22, 2018COMPLEXITY AND AMBIGUITY IN CORPORATE

COMMUNICATION

08:45 - 09:15 Check-out before 09:00

09:15 - 09:30 Walk-in (coffee & tea outside of the meeting room)

09:30 - 12:00 Complexity and ambiguity incorporate communicationBy dr. Mignon van Halderen, LectorThought Leadership at Fontys Universityof Applied Sciences

12:00 - 13:00 Lunch

13:00 - 15:00 Managing Corporate Communications,dealing with complexity and ambiguity:How to handle the dilemmas in the (dairy)food industry, health and sustainabilityBy Frank van Ooijen, Director CorporateCommunication & Sustainability & Director FrieslandCampina Institute fordairy nutrition & health

15:00 - 15:30 Wrap-up & explanation of the assignmentBy prof. dr. Joep Cornelissen

15:30 Closing drinks

MEET THE PARTICIPANTS

“As a communications professional, one never stops learning because our field is in a constant state of flux. During the summer course,you take a step back to the basics of corporate communication, but you also explore the latest developments so it's well-balanced.Academic theory and practical knowledge are closely intertwined in this course. It was very valuable for me to get in contact with otherprofessionals and to learn from one another.”Karin Ooms – Business Partner Communication at KLM

LOCATION The Executive Summer Course will take place at

four-star Golden Tulip Jagershorst hotel in Leende,

the Netherlands, which offers luxurious and relaxing

facilities.

APPLICATIONYou can apply by sending your completed application

form to Susanna Marco, programme manager at the

Corporate Communication Centre.

We accept applications to a maximum of 35. Course fees

should be transferred within 14 days after you receive

the invoice. Your registration is complete as soon as the

course fees have been paid.

Apply via our website now!

FEESThe fee for the Executive Summer Course is ¤ 5,500

and includes:

hotel accommodation: a double room for single useu

and access to all hotel facilities;

all meals, drinks and snacks;u

all course materials needed for the course;u

certificate. u

CANCELLATIONSRSM’s cancellation policy applies as follows:

45 – 30 days prior to the programme: u

due 25% of the fee

29 – 8 days prior to the programme: u

due 60% of the fee

7 days or less prior to the programme: u

due 100% of the fee

To receive a full refund, you must cancel more than

45 days before the programme starts (a charge of

10% administration fee applies). The Corporate

Communication Centre retains the right to cancel the

Summer Course if there are not enough applications.

In that case, the course fees will be fully reimbursed.

MASTER OF SCIENCE IN CORPORATECOMMUNICATION PROGRAMME

CORPORATE COMMUNICATION CENTRE The Executive Summer Course in Corporate

Communi ca tion can be followed as part of the

part-time Executive Master of Science in Corporate

Communication programme, designed for busy

international communi ca tions and media professionals.

The programme offers a tailor-made curriculum that

you can start at any time and follow at your own pace

alongside your work. It covers more aspects and skills

in corporate communica tions than any other English-

taught programme in the Netherlands. Choose Master

Classes (electives) to provide you with a specialised

learning programme, tailoring them to your own

interests, or to match the skills that your organisation

needs. The programme is offered by RSM’s Corporate

Communication Centre, a joint initiative of RSM and the

business community that aims to develop and expand

knowledge in the field of corporate communication.

www.rsm.nl/mcc

CONTACT DETAILSFor more Information and applications,

please contact Susanna Marco:

Susanna Marco, Programme manager, Room T12-48

Rotterdam School of Management, Erasmus University

Corporate Communication Centre

P.O. Box 1738

3000 DR Rotterdam

Tel.  +31 10 408 2851

E-mail ccc@rsm.nl

www.rsm.nl/mcc  

PRACTICAL INFORMATION

Rotterdam School of Management, Erasmus University (RSM)is ranked amongst Europe’s top 10 business schools foreducation and amongst the top three for research. Based in theinternational port city of Rotterdam – a vital nexus of business,logistics and trade – it provides ground-breaking research andeducation furthering excellence in all aspects of management.RSM’s primary focus is on developing business leaderswith international careers who carry innovative ideas intoa sustainable future thanks to a first-class range of bachelor,masters, MBA, PhD and executive programmes.

Rotterdam School of ManagementErasmus University

Corporate Communication Centre

P.O. Box 1738

3000 DR Rotterdam, The Netherlands

Tel. +31 10 408 2851

E-mail ccc@rsm.nl

© 2018 Rotterdam School of Management, Erasmus University. The information in this publication iscorrect as of March 2018, but RSM reserves the right to make changes affecting policies, fees,curricula, or any other matter announced in this publication without further notice. No part of thispublication may be reproduced, stored in a retrieval system, or transmitted in any form by anymeans, electronic, mechanical, photocopying, recording or otherwise without written permissionfrom RSM.

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