1 ROTTERDAM SCHOOL OF MANAGEMENT ERASMUS UNIVERSITY EXECUTIVE SUMMER COURSE CORPORATE COMMUNICATION 2013 The business school that thinks and lives in the future
2 EXECUTIVE SUMMER COURSE Course outline The Corporate Communication Centre of Rotterdam School of Management, Erasmus University (RSM), organises the Executive Summer Course Corporate Communication from 24 June to 28 June In these five days, an intensive theoretical knowledge transfer and training is given in solving corporate communication issues. Hotel Golden Tulip Hotel Jagershorst in Leende, where the Summer Course takes place, will offer its leisure facilities for some relaxation within this intensive programme. Corporate Communication Centre The Corporate Communication Centre is a joint initiative of Rotterdam School of Management, Erasmus University and the business community, and aims to develop and expand knowledge in the field of corporate communication. The director of the Corporate Communication Centre is prof. dr. C.B.M. van Riel, professor of Corporate Communication at Rotterdam School of Management, Erasmus University. Objective of the Executive Summer Course The Executive Summer Course Corporate Communication focuses on the latest developments, insights and models in corporate communication and business administration, and becomes the foundation to deepen in the field of corporate Communication. During the Executive Summer Course Corporate Communication participants will become familiar with the contributions of Corporate Communication to achieving business goals. After these five days training, each participant is able to put the new knowledge, ideas and insights into practice for the benefit of the organisation and his / her own career. Themes The course covers the following subjects: Trends in reputation management, branding, positioning; Organisational identity, stakeholder analysis, strategic management theory; Research-based solutions for managing corporate communication; Workshops on applying competitive analysis, academic models and co-ordination mechanisms. For who The course is intended for professionals who directly or indirectly affect the strategic (communication) policy of an organisation. Business Practitioners Next to highly renowned academic guest speakers, in recent years several experienced professionals from the industry contributed to the course. This year, 7 top managers from leading multinationals are invited to share their business experiences. They are: Karen Beuk, Nutreco (Director Corporate Communication); Frans Cornelis, Randstad Holding (Managing Director Marketing & Communications); Martin Kersbergen, DELA (Manager Corporate Communication); Frank van Ooijen, FrieslandCampina (Director Corporate Communication); Ger Peerboom, SABIC (Manager Corporate Communications Europe); Bert Regeer, Royal Dutch Shell plc. (Vice President Communications - Planning, Operations and Corporate Identity). Location The Executive Summer Course takes place at the luxurious Golden Tulip Hotel Jagershorst in Leende. The Jagershorst is located to the south of Eindhoven at the A2 Eindhoven/Maastricht, in a wooded area less than three minutes from the highway. Participants can make use of various facilities, including an indoor swimming pool and a wellness center. Teaching team Prof. dr. Cees B.M. van Riel (Programme Director), Rotterdam School of Management, Erasmus University Karen Beuk, Nutreco Dr. Rosa Chun, University College Dublin Frans Cornelis, Randstad Holding Dr. Mignon van Halderen, Owner of Leading Thoughts Martin Kersbergen, DELA Frank van Ooijen, FrieslandCampina Ger Peerboom, SABIC Bert Regeer, Royal Dutch Shell plc. Prof. dr. Bob de Wit, Nyenrode Business University Certificate After the Executive Summer Course Corporate Communication participants will receive an official certificate, signed by the Professor of Corporate Communication at the Rotterdam School of Management, Erasmus University.
3 EXECUTIVE SUMMER COURSE CORPORATE COMMUNICATION JUNE 2013 MONDAY 24 JUNE 2013 New developments in Corporate Communication Word of welcome Programme Director MSc. Corporate Communication Introduction to Corporate Communi - cation: Criteria and practical examples / New developments in Reputation management How do external stakeholders think about my organisation? Three participants are invited to give a presentation on how their organisation gathers information on opinions and trends from their external stakeholders. TUESDAY 25 JUNE 2013 Identity and organisational change New Developments in Organisational Identity Managing Identity strategically Dr. Rosa Chun A pragmatic vision on Identity and Corporate Communication Karen Beuk, Nutreco Reputation Measurement 1 2 Reputation Management at SABIC Ger Peerboom, SABIC
4 EXECUTIVE SUMMER COURSE CORPORATE COMMUNICATION JUNE 2013 WEDNESDAY 26 JUNE 2013 Creating External Alignment THURSDAY 27 JUNE 2013 How to deal with Complexity and Ambiguity FRIDAY 28 JUNE 2013 Organisation of Corporate Communication Leadership and strategy implementation; managing insolvable problems Prof. dr. Bob de Wit From Positioning to Profiling: a Seven Step Approach Reputation Management at DELA Martin Kersbergen, DELA Complexity and ambiguity of Corporate Communication Dr. Mignon van Halderen GMO case Frank van Ooijen, Friesland Campina The Case of Shell in Nigeria Bert Regeer, Royal Dutch Shell Excellence in Management of Corporate Communication Frans Cornelis, Randstad Holding Managing the Corporate Communication Process: How to use a Corporate Communication Dashboard How to use a CC dashboard The role of Key Performance Indicators How to coordinate Corporate Communication worldwide What are core competences of a CC specialist Wrap-up & explanation of the assignment (& certificates) 3 4 5
5 PART-TIME EXECUTIVE INTERNATIONAL MASTER OF CORPORATE COMMUNICATION In January 2013, the Part-time Executive International Master of Science in Corporate Communication Programme (MScCC) has started for the fourteenth time. This programme consists of four parts: Part I Foundations of Corporate Communication Part II Advanced Elective Courses Part III International Exchange Part IV Thesis Successful completion of Part I, Foundations of Corporate Communication is required to obtain the Master of Science in Corporate Communication degree. Alternatively, RSM s Corporate Communication Executive Summer Course, listed in RSM s Executive Education courses on is interchangeable for Part I. Meet the participants The Executive Summer Course Corporate Communication was an exceptionally high-level training. During the week we were handed the building blocks of organising professional corporate communications. Communication concepts, models and frameworks were discussed extensively. The academic guest lectures and business practitioners were inspiring. During this intensive week I have become aware of the importance of the communication profession. I can apply the knowledge which I have received during the summer course in my daily work. I will definitely take more courses in the future. Congratulations to the academic team who has put together this programme. Thanks also to fellow students for exciting confrontations. Jan Denys Manager Public Relations and Public Affairs, Randstad Belgium After 20 years of practical experience in reputation management communications in medium and large companies, I needed to see my practical insights translated into theoretical models. Thinking from a theoretical model forces me to think about what is really happening at the strategic level. This is where I can add value to my advice and where the creative transformation into more effective communications tools takes place. In addition, sparring with fellow students as we discuss communications topics is fascinating; you get glimpses behind the scenes of the most attractive companies which inspires us to reflect upon things, and which put your trusted approach to the test. The RSM MScCC programme presents a very international setting; my experience is of a high-quality range of presentations, sometimes as an eye-opener, and an inspiring interlude from the daily grind. Its absolutely academic context has many practical applications. The RSM MScCC team that makes it all happen is very committed, helpful and friendly. I have enjoyed my time at RSM MScCC a lot and warmly recommend it to all communications professionals who are passionate about the impact of reputation. Finally, Graduation Day really is the culmination of all our perseverance; a worthy celebration! Jacqueline van den Bergen Owner, Schellekens + Van den Bergen Communicatie For me, the Executive Summer Course Corporate Communication could be summarised in the following key words: inspiring, sharing experience, new insights, a week-long serious deepening in the field of communications, networking, fun, and socialising. Rotterdam School of Management, Erasmus University has organised the week in a fantastic way at a pleasant location as a result of which makes it easy for me to isolate from my job and to concentrate. Stéphanie Koenders Communication Manager, Heineken Nederland
6 PRACTICAL INFORMATION The total costs for participation in the Executive Summer Course are 5.250,-. Included are: The book Essentials of Corporate Communication, Cees B.M. van Riel and Charles J. Fombrum (2007, Routledge); Course reader with additional literature and presentation hand-outs; Full-service accommodation in the hotel: double room for single use, use of all the hotel facilities, all meals, drinks and snacks such as stated in the programme; Certificate. Application You can apply by sending the filled out application form to the Corporate Communication Centre in Rotterdam. We accept applications to a maximum of 30. The date of receipt of the application is leading for the registration. Upon receipt of the application, you will receive a confirmation and an invoice will follow soon afterwards. The course fee should be transferred within 30 days after receipt of the invoice. Your registration is complete as soon as the course fees have been paid. Cancellation policy For participant cancellations prior than four weeks before the start of the Summer Course, course fees will be reimbursed, minus 10% administration costs. Cancellations within less than four weeks before the start of the Summer Course, receive a reimbursement of 50% of the course fees. The Corporate Communication Centre remains the right to cancel the Summer Course, if insufficient applications are received. In that case, the course fees will be reimbursed for 100%. Information and applications Rotterdam School of Management Erasmus University Corporate Communication Centre Room T11-52 Att. of Susanna Marco P.O. Box DR Rotterdam Telephone Telefax Internet ROTTERDAM SCHOOL OF MANAGEMENT, ERASMUS UNIVERSITY IS AMONG THE TOP TIER OF BUSINESS SCHOOLS IN THE WORLD