Master of Corporate Communication

Transcription

1 The Part-time International Programme Master of Corporate Communication Rotterdam School of Management / Faculteit Bedrijfskunde O R C C O M M U N P O R A T E N C I E T R C A T E I O N ERASMUS UNIVERSITEIT ROTTERDAM

2 Master The of Corporate Part-time Communication Interna After almost 10 years in the advertising business, I felt I had quite a significant experience with different disciplines of communications: marketing communications, internal communications, PR, recruitment etc. However, where do you get the chance to get a helicopter-view of how all these disciplines belong together and get deeper into the theoretical background of various disciplines? At the MA for Corporate Communications programme I not only got the chance to study the helicopter-view I was looking for but thanks to the different modules, I could also chose the subjects and disciplines I was most interested in. Finally, choosing the topic of my thesis and conducting the necessary research for it was an WHY A MCC-PROGRAMME In 1997 the Erasmus University of Rotterdam started with the Master of Corporate Communication Programme. On a world-wide basis, it was the first programme of its kind offered on a university level. This programme resulted in the MCC-degree. The MCCdegree is not only a token of recognition of the performance of each individual student but above all an ideal entry ticket to various career improvements through a more satisfying and professional application of your work as a communication manager. The programme demands high skills of those who participate. This applies to the students, but also to the staff-members who both have to perform at a high level. OBJECTIVE The objective of the Master of Corporate Communication Programme is to deliver high-quality communication managers who are able to combine theoretical and practical skills within the field of corporate communication. This programme aims at increasing participants knowledge, skills and quality within this field. Participants are provided with the state of the art knowledge of corporate communication from an international perspective, through intensive training in the use of academic theories in daily business practices. The professional staff of the course is known world-wide for their publications in leading academic journals and their ability to apply their knowledge to practical solutions. The programme offers you the opportunity to take their classes and not just read their publications. 2 eye-opening and learning experience that will probably affect the rest of my career. Andrea Nagy International Account Director J. Walter Thompson GENERAL PROGRAMME The Master of Corporate Communication Programme consists of four building blocks and starts each year in January with Part I, a compulsory course introducing the Foundations of Corporate Communication. Part II offers a wide range of Advanced Elective Courses in which participants have the opportunity to choose a further specialisation in specific areas of Corporate Communication. Part III is an International Exchange programme of one week at another university. Part IV involves writing a thesis in which the participant must apply the acquired skills. Each year the best thesis is awarded with the Shell Netherlands Stimulation Award for Excellence in Corporate Communication.

3 tional Programme TRAINING AND TEAMWORK Practical training, consisting of cases, simulation games and group discussions, is an important part of the programme. The Advanced Elective Courses include intensive workshop and training sessions for building practical skills in communication problem-solving in a management team. A take-home assignment in every Advanced Elective Course will demonstrate the individual s skill to apply what (s)he has learned in theory, within the own business environment. Working in a group is an essential element of the Master of Corporate Communication Programme. Teamwork is emphasised here because it provides a realistic context of the way in which management issues are handled in the business world. INTERNATIONAL CONTEXT In today s global business world it is no longer viable to educate managers in a national context. As the world of business, government and non-profit organizations has become more global with international complexities, our programme focuses on the international aspect of corporate communication. The international community is an important strategic aspect for every organisation. This trend is emphasised by the Master Programme in general and the International Exchange in particular. To emphasise this international perspective in the academic field, the teaching staff also consists of representatives from well-known international universities. THE ERASMUS UNIVERSITY ROTTERDAM The Erasmus University Rotterdam was initially established as the private Netherlands School of Commerce in This school evolved through the increasing complexity and interconnectedness of economic and social issues and promoted the rise of other disciplines and schools concentrating on management, administration, organization, policy and legislation, both in the private and public sector. In 1973 this school became the Erasmus University Rotterdam. Since, it has grown into a university of more than 21,500 students with strong ties with the business community. THE ROTTERDAM SCHOOL OF MANAGEMENT The School s overall mission is to be a leading international business school, acquiring, disseminating, transferring and applying knowledge, triggered by the future needs of international business. The programmes are based on a well-founded teaching philosophy, in which innovation plays an important role, including the intrinsic use of information and communication technology. Multidisciplinary teams of lecturers help to ensure that the high quality of education is maintained. In the international context, the school participates in high-quality international networks of business schools. THE CORPORATE COMMUNICATION CENTRE The Corporate Communication Centre is a joint initiative of the Erasmus University Rotterdam and the business community. Its aim is to develop and broaden knowledge in the field of corporate communication. The Corporate Communication Centre conducts fundamental academic research as well as applied research for the business community. It offers training in corporate communication for CEOs, executive courses, in-company courses and courses for graduate students in Business Administration at the Erasmus University Rotterdam. The most advanced knowledge in the field of Corporate Communication is being translated to the academic world and to the business environment by offering training and executive courses and organising seminars. The Corporate Communication Centre also co-edits two scientific journals, namely the international journal Corporate Reputation Review and the Dutch Tijdschrift voor Strategische Bedrijfscommunicatie. 3

4 Curriculum PART I FOUNDATIONS OF CORPORATE COMMUNICATION Contents Assessment Literature Dates Workload New trends in Corporate Communication research applied in models that can be used to solve practical communication problems Take-home assignment Specialised books and a reader End of January 48 hrs of classes and training excluding literature study and completion of the take-home assignment PART II ADVANCED ELECTIVE COURSES Contents Courses Assessment Literature Dates Workload Each Advanced Elective Course (A.E.C.) concentrates on a specific subject of Corporate Communication and consists of a one-day teaching component and a two-day training component. During the first day the most advanced academic knowledge in that specific area will be presented to the participants. The last two days will be spent giving extensive training in dealing with the theories in daily practice. 1. Strategic Issues Management, 2. Organisational Identity, 3. Employee Communication, 4. Marketing Communication, 5. Corporate Branding, 6. Investor Relations, 7. Media Impact on Reputation, 8. Crisis Communication A ninth course on a topic chosen by the participants will be offered. A take-home assignment for each A.E.C. must be completed within the two weeks between course days A reader and specialised books (optional) for each course The courses will be given from February to June and from September to December. 24 hrs of classes and training (three days from 9:30 a.m. until 5:30 p.m.), excluding the study of the reader and the completion of the take-home assignment for each Advanced Elective Course PART III INTERNATIONAL EXCHANGE 4 Contents Assessment Literature Dates Workload PART IV A five-day course in Leeds, U.K. (Bradford University), Montreal, Canada (Concordia University), Copenhagen (Copenhagen Business School), New York (Stern School of Business), or Paris (HEC). The first part of this week will focus on lectures on the campus of the Exchange University. During the remaining days, the participants will visit companies in order to experience the state of the art of corporate communication practice in a specific country. Writing a paper A reader Annually in May or June. 48 hrs: Five days (Monday to Friday), excluding the writing of a paper THESIS Contents Dates Workload The writing of a thesis that integrates everything learned from the International Master of Corporate Communication Programme with the business situation experienced. Individual 96 hrs

5 Programme Descriptions Descriptions PART I: FOUNDATIONS OF CORPORATE COMMUNICATION Part I focuses on recently developed concepts and models of Corporate Communication in the area of communication and business administration. During 48 hrs of classes the following subjects will be dealt with: SUBJECTS New Trends in International Reputation Management Research-based Solutions for Practical Problems of Corporate Communication Profiling the Company: Using the added value of the corporate brand Strategic Choices in Positioning Transformation of Corporate Strategy into a New Corporate Profile Organisational Identity Stakeholder Analysis: An overview of measurement techniques Analysing your Competitors: Workshop on applying signalling theory Strategic Management Theory: Strategic choices as essential input to communication Profiling your Organisation: Decision-making based on academic models Workshop: Applying the academic models to a real-life case Management of Corporate Communication Workshop: Applying co-ordination mechanisms to a real-life situation This course is compulsory. The Foundations of Corporate Communication will be given during four days, divided into two slots of two days in January. The course will be held at the five-star hotel De Arendshoeve in Bergambacht, The Netherlands. The programmes are held from 9:00 a.m. until 10:00 p.m. and include two nights at the hotel. Exemption from Part I Participants who already participated in The Executive Summer Course Corporate Communication, or in the course Corporate Communication in Bedrijfskundig Perspectief offered by the Corporate Communication Centre, may commence with Part II of the Master of Corporate Communication Programme without participating in Part I. PART II: ADVANCED ELECTIVE COURSES In every Advanced Elective Course a facet of corporate communication is studied in depth from a Business Administration perspective. Each Advanced Elective Course consists of a one-day teaching part, and a two-day training part. During the first day the most advanced academic knowledge in that area will be presented to the participants. During the last two days extensive training will be provided in dealing with the theories in daily practice. In the weeks between the two sessions a take-home assignment based on the selected academic literature must be completed. The programme runs from 9:30 a.m. until 5:30 p.m. and will be held at the Erasmus University. 5

6 Programme I retain good memories of the Master of Corporate Communication Programme at the Erasmus University. Firstly the students are treated to state-of-the-art literature lectured by international scientists renowned for their scope on the ADVANCED ELECTIVE COURSES The Advanced Elective Courses vary from year to year depending on the interests of participants and the expertise of visiting professors offering additional courses. A standard course load involves six Advanced Elective Courses. Each participant has the opportunity to choose from nine Advanced Elective Courses, allowing for specialisation in areas of interest. 6 different segments of the field of Corporate Communications. The Programme offers more than the newest insights in international leading literature however. It is a stimulating meeting place for senior level communication managers who ensure that there is the right balance between the latest academic insights and the daily practice in which they have to deliver. The fact that this Programme is lead by an enthusiastic and respected professor, who both stimulates and challenges the students, is the finishing touch of an exquisite dish that I can highly recommend to other colleagues. Eric P.D. Heres Director Corporate Communications Wolters Kluwer N.V. The following Advanced Elective Courses will be offered: 1. Strategic Issues Management 2. Organisational Identity 3. Employee Communication 4. Marketing Communication 5. Corporate Branding 6. Investor Relations 7. Media Impact on Reputation 8. Crisis Communication. 9. Optional subject Each Advanced Elective Course is given by a professor (or professors) specialised in that specific field. The academic faculty consists of professors both from the Erasmus University Rotterdam and from visiting faculties of prestigious international universities such as Copenhagen (Denmark), ESADE (Spain), HEC (France), Pennsylvania State University (Pennsylvania) and Stern School of Business (New York), and of consultants active in different industries. An Advanced Elective Course will only take place if at least 10 participants apply. The Advanced Elective Courses will be given each year from February until June and from September until December.

7 Descriptions PART III: INTERNATIONAL EXCHANGE In Part III of the Part-time Master of Corporate Communication Programme, the international context prevails. During a five-day course in Copenhagen (Copenhagen Business School), Leeds, U.K. (Bradford University), Montreal, Canada (Concordia University), New York (Stern School of Business), or Paris (HEC), lectures will be given by well-known professors from that particular university. Company visits will also take place to show how foreign companies apply corporate communication management techniques. In addition to this five-day visit abroad, a paper must be written (collectively) integrating the theory presented in the lectures with the lessons learned from the company visits. The Exchange will take place at the end of May or during the first week of June. PART IV: THESIS The participant must write a thesis for the assessment of his/her analytical and practical knowledge. The thesis incorporates the participant s theoretical knowledge and combines it with his/her own business experience. The evaluation of the thesis is based on the same standards as those used for a full-time Business Administration student. Examples of thesis subjects from previous years are: Branding.com-Building Brand Leadership in the New Economy, Corporate Identity and Organisational Changes, Corporate Story as a Reflection of the Soul of an Organisation, Managing Public Confidence or Repositioning Propaganda: Looking for Effective Governmental Communication Strategies, The Role of Informal Networks in Experiential Communication, Internationalisation in communications and the competitiveness of the Dutch Communications Industry. 7

8 ACADEMIC TEACHING STAFF Cees van Riel, EUR (programme director) Paul Argenti, Dartmouth College John Balmer, University of Strathclyde, UK Frans van den Bosch, Erasmus Universiteit (EUR) Peggy Brönn, Norwegian School of Management Tom Brown, Oklahoma State University Kevin Corley, Pennsylvania State University David Deephouse, University of Alberta Charles Fombrun, Stern School of Business, New York Frank Go, EUR Mary Jo Hatch, Cranfield University, UK Joan Hemels, Universiteit van Amsterdam Nicholas Ind, London School of Economics Jan Kleijnnijenhuis, VU Amsterdam Slawomir Magala, EUR Bertrand Moingeon, HEC, France Michael Pratt, University of Illinois Bernard Ramanantsoa, HEC, France Johan van Rekom, EUR Peter Robertson, Robertson Consulting John Rossiter, University of Wollongong Rob van Tulder, EUR Majken Schultz, Copenhagen Business School Frank Thevissen, Free University Brussels Eric Waarts, Rijksuniversteit Gent, EUR Theo van Willigenburg, EUR Will life change after graduating from the International Master of Corporate Communication Programme? Perhaps. What most certainly changes is your outlook on the vast field of communication. I know this Master s Programme has definitely changed my views. Contributions from national and international authorities make you aware of the latest developments in Corporate Communication, but what I found extremely stimulating was the interaction with fellow students. In discussions, in workgroups and in preparing case studies people share opinions and experiences, often quite frankly, about their area of communication in their organisations. For me, this makes the MCC-programme a valuable mix of academic theory and professional practise. 8 And practitioners from Dutch and foreign companies Jan Hoogervorst, KLM Tim van Kooten, Shell Onno Maathuis, Positioneringsgroep drs Henk J. Schout M.A. Project Manager Employee Communication Haagse Hogeschool, University of Professional Education

9 Course Course Description Description ADVANCED ELECTIVE COURSES 1.STRATEGIC ISSUES MANAGEMENT: AN EXTERNAL COMMUNICATIONS PERSPECTIVE Strategic issues management is the principal tool available to managers for protecting the corporate reputation against the impact of unforeseen and uncontrollable external events. The central theme of this advanced elective course is that this tool is most effective when it is seen and used as an integrated aspect of a company s competitive and communication strategies. This course consists of four interrelated elements: 1. Strategic issues: with a focus on the managerial and organisational challenges that are derived from being a player in the international reputation game. 2. Strategic management: inside-out versus outside-in approaches; strategy formation processes, and managerial roles and responsibilities. 3. Stakeholder integration: managing unexpected events by incorporating the views of external constituencies in a company s external communications strategy. 4. Capability development: learning how to retain valuable issues management experiences inside the organization for the management of future issues. A distinctive feature of this course is that the participants will be introduced to the central theme and its four elements by juxtaposing state-of-the-art academic research with real-life experiences derived from the participants own organizations. 2.ORGANISATIONAL IDENTITY The intent of this course is to introduce and develop the concept of Organisational Identity. The first sessions are dedicated to different approaches specified in academic and practitioner literature. They will explain the measurement of these approaches and the specific implications of their implementation, enabling organisations to adapt their structure and culture in line with the logical consequences of the research findings. The core issues in this course can be summarised as follows: 1 Organisational identity: the concept and its measurement 2 Practical applications of organisational identity (design, employee communication and human resource management). 3 Cases illustrating the pitfalls and opportunities for change characterising the implementation of a professional organisational identity programme. 3.EMPLOYEE COMMUNICATION Organisations increasingly have to deal with turbulence caused by a variety of external and internal catalysts such as internationalisation, intensifying competition, decrease of customer loyalty and staff reduction. In this context, it is not clear to many organisations how employee communication can help to decrease the insecurity caused by these change processes. In particular, the questions that need to be answered during this Advanced Elective Course are: What is the role of employee communication? In what way can employee communication be harmonised with other forms of communication and with Human Resources Management? Which methods are available to inform and motivate people? Which methods are available to measure the effects of employee communication? How can it be avoided that employees receive too much or too little information? When can management be satisfied with the employee communication in their organisation? How is it possible to make the connection between the required changes in knowledge and attitude and the actual behavioural changes with the help of communication? 9

10 4.MARKETING COMMUNICATION The purpose of this course is to provide managers with a knowledge framework for marketing communications planning and to develop their skills of application. The course will consist of a series of brief theory lectures followed by a team exercise for each topic, namely: Market and customer analysis Positioning and communication objectives Creative development procedure Promotions Media plan and budget. 5.CORPORATE BRANDING This course provides information about the (potential) added value of a corporate brand for firms offering products or services within the context of a multi-business structure. Three topics are crucial in this elective course: How to rationalise decision making within the organisation about choosing between a uniform or a more varied (corporate) branding strategy Which research methods can be used to analyse external preferences regarding a strong or a weak endorsement of business units' products / services by the corporate brand? How can we manage communications at corporate (investor relations, corporate advertising, corporate advertising, labour market communication) and marketing (advertising, direct mail) level? Several recent practical examples will be given to illustrate and discuss the above mentioned items. 7.MEDIA IMPACT ON REPUTATION Paid for and so-called free publicity are important sources that people use to evaluate the pros and cons of an organization. Specialists in mass communication have been studying this topic for decades, resulting in the agenda setting theory (McCombs a.o.) and public opinion theory in general. This will focus on the following topics: What is news, defined from the perspective of the media and defined from the perspective of a business firm? How do journalists select messages (gate keeping mechanism)? How can we analyse publicity in a meaningful way? What do we know about agenda setting? What do we know about trends in public opinion (research)? How can we apply these notions into a professional communication program? This will be illustrated with practical examples. Students will apply the notions presented in this course in case studies and make an assignment where they will apply the acquired knowledge to their organisation. 8.CRISIS COMMUNICATION This course will cover all aspects of crisis communication for managers, including general communication strategy, crisis definition, crisis anticipation, crisis preparation, effective communication during a crisis, and finally, crisis prevention. The materials and ideas for this course are based on the extensive research and corporate experience of Professor Argenti in his work for companies throughout the world, such as Goldman Sachs and Sony INVESTOR RELATIONS Investor Relations focuses on all elements that deal with the maintenance of mutual trust between a firm and those individuals with a direct or an indirect financial stake in the company. The job of the investor relations professional combines the skills of a corporate communication expert, media planner, financial analyst, and corporate operations strategist. In this advanced elective course these skills are carefully and comprehensively explained. 9.OPTIONAL COURSES There is an option to request an elective course other than the ones described in this brochure. The group requesting this elective should consist of a minimum of twelve students. If requested, we will do our best to organise the optional course, provided that the topic can be given at the desired academic and practical level. The following subjects will be addressed: The capital market and its participants The role of investor relations Valuation as basis of the investor relation practice Globalisation of the capital market Annual reports, media relations Legal aspects of corporate disclosure and corporate governance

11 ADMISSION AND FEES The Corporate Communication Centre of the Erasmus University Rotterdam welcomes applications from outstanding men and women whose intellectual ability, management qualities, personal qualities and working experience indicate that they will not only benefit from but also contribute to our learning environment. The total cost of this Part-time International Master of Corporate Communication Programme is EURO 17,500. This includes literature, lunches, dinners, and hotel and travelling costs for one exchange and a course load of six Advanced Elective Courses. The great fun and challenge about he master of communication course at the Erasmus University is that you get a double benefit from it. The first is that you learn and hear about the latest developments within our workfield and the second is that you can immediately apply the knowledge within your daily A minimum of 10 and a maximum of 25 participants are applied in every elective course. INFORMATION Erasmus Universiteit Rotterdam Corporate Communication Centre, Room F4-05 Attn. Joke van Oost P.O. Box DR Rotterdam The Netherlands Tel.: (0) / Fax: (0) / ccc@fbk.eur.nl Internet: practice. I think that this European communication programme adds true value to the people within the communications workfield. It was really worthwhile to be part of a group of peers of which all individuals are dealing with the same problems and to learn from each other s experiences. Lineke Schouwstra ING Group 11

12 Corporate Communication Centre Rotterdam School of Management / Faculteit Bedrijfskunde Burg. Oudlaan 50 P.O. Box 1738, 3000 DR Rotterdam, The Netherlands