ROTTERDAM SCHOOL OF MANAGEMENTERASMUS UNIVERSITY

FOUNDATION COURSE CORPORATE COMMUNICATION 2018

RSM - a force for positive change

Executive Foundation CourseCorporateCommunication

EXECUTIVEFOUNDATION COURSE22 - 25 JANUARY, 2018

ANCHOR YOUR KNOWLEDGE, EXPAND YOUR OPPORTUNITIES

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

Reputation and KPIs in the telecom industry (KPN)u

Identity Change in the insurance industry (a.s.r.) u

Strategic issues at Océ – A Canon Companyu

Complexity and ambiguity: u

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

This four-day Executive Foundation Course in CorporateCommunication is designed exclusively for you as acommunication professional. The course focuses onthe latest developments, insights, models, frameworks,and best practices in corporate communication and forms a solid basis to further deepen your skills andknowledge in corporate communication. Expand youracademic foundation, your practical skills in different areas of corporate communication and your network.

FOUNDATION COURSE THEMES!

New Developments in Corporate Communication andu

Reputation Management

Organisational Identity and Changeu

Strategic Management and Communicationu

Management of the Corporate Communication Processu

DURING THIS COURSE, YOU WILL FOCUS ON:

ACADEMIC SPEAKERS AND BUSINESS PRACTITIONERS

Prof.dr. Cees van Riel Professor of Corporate Communication u

at Rotterdam School of Management, Erasmus University

Prof.dr. Joep Cornelissen Professor of Corporate Communication & Management u

at Rotterdam School of Management, Erasmus University

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

at Rotterdam School of Management, Erasmus University

Hans Koeleman Director Corporate Communications & CSR at KPN, the Netherlandsu

Frank van Ooijen Director Corporate Communication, Sustainability & FrieslandCampina Instituteu

for Dairy Nutrition at FrieslandCampina

Floor Schmeitz Director Communications at Océ – A Canon Companyu

Boudewijn van Uden Director of Corporate Communications at a.s.r.u

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

Trends inreputationmanagement,branding andpositioning

Organisationalidentity,stakeholderanalysis andstrategicmanagement

Research-basedsolutions formanagingcorporatecommunications

Applications ofcompetitiveanalysis,academicmodels and co-coordinationmechanisms

Development ofan excellentCorporateCommunicationdepartment andcommunicationdashboard

MEET THE PARTICIPANTS

JAN DENYS“The Executive Foundation Course in Corporate Communication was an exceptionally high-level training. We were handedthe building blocks we need to organise professional corporate communications. We extensively discussed communication concepts,models and frameworks. The academic guest lecturers and business practitioners were inspiring. The intensive week made meaware of the importance of the communication profession. I can apply the knowledge from the foundation course in my daily work.Congratulations to the academic team that put together this programme and thanks to fellow students for exciting confrontations.”Jan Denys, Director Corporate Communication and Public Affairs, Labour Market Expert

PROGRAMME OUTLINE

Executive Foundation Coursein Corporate Communication22 - 25 January, 2018

MONDAY, 22 JANUARY 2018NEW DEVELOPMENTS: CORPORATE COMMUNICATION &

REPUTATION MANAGEMENT

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

09:00 - 09:30 Official start: Word of welcome By emeritus prof.dr. Cees van Riel,founder of the MSc in CorporateCommunication

09:30 - 12:30 Introduction to Corporate Communication:Criteria and practical examples / Newdevelopments in Reputation ManagementBy prof.dr. Cees van Riel

12:30 - 13:30 Lunch

13:30 - 15:00 Reputation measurementBy prof.dr. Cees van Riel

15:00 - 15:15 Break

15:15 - 16:30 How do external stakeholders think aboutmy organisation?Three participants (selected beforehand)

give a presentation on how their organi sa -

tion gathers information on opinions and

trends from their external stake holders

By prof.dr. Cees van Riel

16:30 - 18:30 Free time

18:30 - 20:00 Dinner

20:00 - 22:00 From measurement (KPIs) to action By Hans Koeleman, Director Corporate Communications &CSR at KPN, the Netherlands

TUESDAY, 23 JANUARY 2018ORGANISATIONAL IDENTITY AND CHANGE

WEDNESDAY, 24 JANUARY 2018STRATEGIC MANAGEMENT & COMMUNICATION

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

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

12:30 - 13:30 Lunch

13:30 - 16:30 From Positioning to Profiling: A Seven Step ApproachBy prof.dr. Cees van Riel

16:30 - 18:30 Free time

18:30 - 20:00 Dinner

20:00 - 22:00 Reinventing Business Model &Communications at Océ – A CanonCompanyBy Floor Schmeitz, Director Communications at Océ – ACanon Company

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

09:00 - 09:15 Word of welcomeBy prof. dr. Joep Cornelissen,Academic Director of the MSc in CorporateCommunication

09:15 - 12:30 Organisational Identity: From broaderimages to specific messaging strategies By prof.dr. Joep Cornelissen

12:30 - 13:30 Lunch

13:30 - 14:30 Case study: IBM case By prof.dr. Joep Cornelissen

14:30 - 14:45 Break

14:45 - 16:00 Workshop: The change process• Cognitive inertia

• Emotional contagion

• Legitimacy deficits

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 of Corporate Communicationsat a.s.r.

THURSDAY, 25 JANUARY 2018MANAGING CORPORATE COMMUNICATION

MEET THE PARTICIPANTS

STÉPHANIE KOENDERS “The Executive Foundation Course in Corporate Communication could be summarised by the followingkey words: inspiring, sharing expe rience, new insights, a week-long serious deepening in the field of communications, networking, fun, and socialising. RSM organised the week in a fantastic way at a pleasant location, which made it easy to isolate myself frommy job and to concentrate.”Stéphanie Koenders, Communication consultant, Spokesperson Heineken Nederland

Before 09:15 Check-out before 09.15

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

09:30 - 12:00 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 Corporate Communication &Sustainability & Director Friesland CampinaInstitute for Dairy Nutrition & Health

12:00 - 13:00 Lunch

13:00 - 15:00 Managing the Corporate CommunicationProcess: How to use a CorporateCommunication Dashboard• How to use a CC dashboard

• The role of Key Performance Indicators

• How to coordinate Corporate

Communication worldwide

• What determines CCO Excellence

By prof.dr. Cees van Riel

15:00 - 15:30 Wrap-up & explanation of the assignmentBy prof.dr. Cees van Riel

15:30 Closing drinks

LOCATION The Executive Foundation 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 filling in our online application form on

our website www.rsm.nl/mcc

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 Foundation Course is ¤ 4,750

and includes:

hotel accommodation: a double room for single useu

and access to all hotel facilities;

all meals, drinks and snacks;u

course reader with additional literature andu

presentation hand-outs;

the book Essentials of Corporate Communicationu

written by Prof.dr. Cees van Riel and Prof. Charles

J. Fombrun.

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 Foundation 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

© 2017 Rotterdam School of Management, Erasmus University. The information in this publication iscorrect as of March 2017, 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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