ROTTERDAM SCHOOL OF MANAGEMENTERASMUS UNIVERSITY

EXECUTIVE SUMMER COURSE CORPORATE COMMUNICATION 2017

RSM – a force for positive change in the world

Executive Summer CourseCorporateCommunication

SUMMER COURSE19 - 23 JUNE 2017

FIVE CORPORATE COMMUNICATIONTHEMES IN FIVE DAYS!

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

Reputation at Heinekenu

Organisational identity at NN Groupu

Reputation management at Enecou

Complexity and ambiguity: how to handle the dilemmas in theu

(dairy) food industry

Strategic Issues at Shellu

This five-day Executive Summer Course in CorporateCommunication is designed exclusively for you as acommunication professional. The course focuses on the latestdevelopments, insights, models, frameworks, and bestpractices in corporate communication and forms a solid basisto further deepen your skills and knowledge in corporatecommunication. Expand your academic foundation, yourpractical skills in different areas of corporate communicationand your network.

FIVE DAYS, FIVE THEMES!

New Developments in Corporate Communicationu

Organisational Identity and Changeu

Creating of External Alignmentu

Complexity and Ambiguity of Corporate 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

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

Saskia Kapinga Vice President External Relations at Shell International u

Manuel Kohnstamm Senior Vice President and Chief Corporate Affairs Officer at Liberty Globalu

Dailah Nihot Managing Director of Corporate Relations at NN Groupu

Frank van Ooijen Director Corporate Communication, Sustainability & FrieslandCampina Instituteu

for Dairy Nutrition at FrieslandCampina

Jeroen Overgoor Director Communication & Public Affairs at Enecou

John-Paul Schuirink Corporate Relations Manager at Heineken Netherlandsu

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), signed by prof.dr. Cees van Riel, programmedirector and professor of corporate communication at RSM.

Trends inreputationmanagement,branding andpositioning

Organisationalidentity,stakeholderanalysis andstrategicmanagement

Research-basedsolutions formanagingcorporatecommunications

Applications ofcompetitiveanalysis,academicmodels and co-coordinationmechanisms

Development ofan excellentCorporateCommunicationdepartment andcommunicationdashboard

PROGRAMME OUTLINE

Executive Summer CourseCorporate Communication19 – 23 June, 2017

MONDAY, JUNE 19, 2017NEW DEVELOPMENTS IN CORPORATE COMMUNICATION

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

09:30 - 10:00 Official start: Word of welcome By prof.dr. Cees B.M. van Riel, ProgrammeDirector of the Foundation Course and theMSc in Corporate Communication

10:00 - 12:30 Introduction toCorporate Communication: Criteria andpractical examples / New developmentsin Reputation ManagementBy prof.dr. Cees van Riel

12:30 - 13:30 Lunch

13:30 - 15:00 How do external stakeholders thinkabout my organisation?By prof.dr. Cees van Riel Three participants are selected (before -

hand) to give a presentation on how their

organisation gathers information on

opinions and trends from their external

stakeholders

15:00 - 15:15 Break

15:15 - 16:30 Reputation Measurement By prof.dr. Cees van Riel

16:30 - 18:30 Free time

18:30 - 20:00 Dinner

20:00 - 22:00 Reputation at Heineken By John-Paul Schuirink,Corporate Relations Manager at Heineken Netherlands

TUESDAY, JUNE 20, 2017IDENTITY AND ORGANISATIONAL CHANGE

08:45 - 09:00 Welcome

09:00 - 12:30 New Developments in OrganisationalIdentityBy prof.dr. Cees van Riel

12:30 - 13:30 Lunch

13:30 - 16:30 Organisational Identity: From broaderimages to specific messaging strategies By prof.dr. Joep Cornelissen, Professor of Corporate Communication &Management, at Rotterdam School ofManagement, Erasmus University

16:30 - 18:30 Free time

18:30 - 20:00 Dinner

20:00 - 22:00 Organisational Identity at NN GroupBy Dailah Nihot, Managing Directorof Corporate Relations at NN Group

WEDNESDAY, JUNE 21, 2017CREATING EXTERNAL ALIGNMENT

08:45 - 09:00 Welcome

09:00 - 12:30 Strategic analysis: From Process to Positioning By prof.dr. Pursey Heugens, Professor of Organisation Theory,Development, and Change, Depart ment ofStrategic Management andEntrepeneurship at Rotterdam Schoolof 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 Reputation management at EnecoBy Jeroen Overgoor, DirectorCommunication & Public Affairs at Eneco

JAN DENYS“The Executive Summer Course 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 summer 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

MEET THE PARTICIPANTS

STÉPHANIE KOENDERS “The Executive Summer Course Corporate Communication could be summarised by the following keywords: 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 from my job and to concentrate.”Stéphanie Koenders, Communication consultant, Spokesperson Heineken Nederland

THURSDAY, JUNE 22, 2017HOW TO DEAL WITH COMPLEXITY AND AMBIGUITY

08:45 - 09:00 Welcome

09:00 - 12:30 Complexity and ambiguity of corporatecommunicationBy dr. Mignon van Halderen,Lector Thought Leadership at FontysUniversity of Applied Sciences

12:30 - 13:30 Lunch

13:30 - 16:30 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 & DirectorFrieslandCampina Institute fordairy nutrition & health

16:30 - 18:30 Free time

18:30 - 20:00 Dinner

20:00 - 22:00 Strategic Issues at ShellBy Saskia Kapinga, Vice President External Relations at Shell International

FRIDAY, JUNE 23, 2017MANAGING CORPORATE COMMUNICATION

09:00 - 09:30 Check-out before 09.30

09:30 - 12:30 Reputation Challenges at Liberty Global InternationalBy Manuel Kohnstamm, Senior Vice President and Chief CorporateAffairs Officer at Liberty Global

12:30 - 13:30 Lunch

13:30 - 15:30 Managing the corporate communicationprocess: how to use a corporate commu nicationdashboardBy prof.dr. Cees van Riel• Trends 2020

• The role of key performance indicators

• How to co-ordinate

corporate communi cation worldwide

• What determines CCO Excellence?

15:30 - 16:00 Closing session and certificatesBy prof.dr. Cees van Riel

16:00 Closing drinks

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 ¤ 5,250

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. Cees van Riel and Prof. Charles

J. Fombrun;

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

© 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.

Accredited by

Join us on

WWW.RSM.NL/CCC

17

05

5. B

&T

Ont

wer

p en

adv

ies

(ww

w.b

-en-

t.nl

)