ROTTERDAM SCHOOL OF MANAGEMENT ERASMUS UNIVERSITY MASTER OF SCIENCE IN CORPORATE COMMUNICATION PART-TIME EXECUTIVE INTERNATIONAL MASTER PROGRAMME

ROTTERDAM SCHOOL OF MANAGEMENT ERASMUS UNIVERSITY MASTER OF SCIENCE IN CORPORATE COMMUNICATION PART-TIME EXECUTIVE INTERNATIONAL MASTER PROGRAMME The business school that thinks and lives in the future

TABLE OF CONTENTS Academic home to the First European Rotterdam School of Management, Erasmus University (RSM) is the business school of the renowned Erasmus University Rotterdam. Founded in 1913, the university is home to the first Nobel Prize winner in the Economic Sciences, Jan Tinbergen. Erasmus University Rotterdam takes its name from Desiderius Erasmus, the great 15th century Dutch humanist, theologian and philosopher. A word of welcome from the Director 3 Introduction to the programme 4 Three key features 4 Structure of the programme 6 Added value for you and your organisation 7 Programme curriculum 8 Advanced Elective Courses 10 Meet our alumni 16 Students and Faculty 18 Practical information 20 One of the foremost thinkers and doers of his time and a widely-travelled scholar Erasmus is recognised for his open-minded, iconoclastic and individual ideas. Among the leading lights of the Renaissance, Erasmus is widely referred to today as the First European and serves as the inspiration for RSM s focus on thought-leadership in business. Cover image: Jeroen Jongeling, Dan Jiao, Annelies Hermens 2

A WORD OF WELCOME FROM THE DIRECTOR A PREMIER CORPORATE COMMUNICATION PROGRAMME AT A TOP BUSINESS SCHOOL Thank you for considering Rotterdam School of Management, Erasmus University, and more specifically the Part-time Executive International Master of Science in Corporate Communication programme. Companies today look for talented, ambitious and qualified people who understand the complexities and importance of corporate communication. The RSM Master of Science in Corporate Communication offers a unique opportunity to acquire and develop all the skills necessary to succeed in this sector to individuals with a relevant background and experience. At RSM, we define leadership as the ability to be a leader of both people and ideas. We aim to develop these skills among our participants through teaching methods that combine a solid understanding of the growing body of knowledge available in academic literature together with world class examples of best practice in corporate communication. As a participant, you will gain an understanding of situations very similar to those you are likely to experience in the business world: working and collaborating in diverse groups; conducting independent research; implementing ideas and interacting in international settings. Our programme has a strong international orientation. All courses are taught in English; members of our teaching staff are experts tenured to RSM, and the whole learning experience is enhanced by the participation of visiting professors from other top business schools around the world acknowledged as being at the forefront of their chosen fields. The programme is designed so you can set your own agenda by selecting specific courses. It takes a minimum of 18 months to complete. The programme has four building blocks: foundations in corporate communication; six in-depth elective courses; an intensive study week in New York, which combines company visits with lectures and tutorial sessions from leading US academics, and your individual thesis. The thesis will deepen your knowledge of the research models, methodologies and techniques in corporate communication and help strengthen your understanding of the importance and value of transforming research results into managerial actions. Are you ready to accelerate your career? Get to know the latest developments and trends in the field of corporate communication and be part of a global network of corporate communication professionals. I look forward to welcoming you at our Part-time Executive International Master of Science in Corporate Communication programme. Cees B.M. van Riel, Professor of Corporate Communication Director MSc in Corporate Communication programme 3

INTRODUCTION TO THE PROGRAMME THE FIELD OF CORPORATE COMMUNICATION IS EVOLVING APPLIED LEARNING AND GROUP WORK Communication professionals are now exerting real influence on the culture, structure and strategy of all kinds of industries, small, medium and large businesses in every sector, multi national organisations, non-governmental organisations, plus state and governmental organisations. They need to be well-equipped for communicating effectively inside and outside of the organisation if they are to be taken seriously by senior management, directors and policy makers. The programme incorporates a broad range of teaching methods; lectures, analysis and discussion on business case studies, individual and group assignments, and role play simulation. The relatively small group sizes of between 25-30 participants are conducive to in-depth debates and the examination of best practices. Advanced Elective Courses (AEC) include intensive three-day workshops and lectures designed to build the practical skills needed to solve communication issues in a managerial setting. The Part-time Executive International Master of Science in Corporate Communication Programme is designed for corporate communication professionals looking for advanced knowledge and proficiencies in this specialised arena. Developed by Professor Cees B.M. van Riel from RSM s Corporate Communication Centre, the programme combines the latest academic research with best practices from the world of business. Taught in a flexible format that is easily combined with a career, the programme is taught by leading international scholars as well as consultants and experienced business practitioners. The programme includes an international exchange trip and each participant writes a master thesis. The programme is an outstanding opportunity for executive communications professionals seeking additional career momentum. Teams and group work are an essential element of the programme and present a realistic approach to practical problems in a real-life situation. Participants often find working in multicultural teams initially to be a challenge, but it is an essential management skill which is valued by employers. THREE KEY FEATURES 4

INTERNATIONAL CONTEXT AND CROSS-CULTURAL PERSPECTIVE A NETWORK FOR LIFE Central to the programme is the philosophy that today s business is global. This influences the analysis and decision-making processes that surround corporate communication issues. Graduates of the RSM MSc in Corporate Communication operate at an international level, working in locations around the world or perhaps managing teams in different locations. The programme therefore emphasises the international aspects of corporate communication, with case studies from international organisations and other universities, and includes a one-week study trip to a cosmopolitan city. The international face of corporate communication is reflected in the diversity of course participants, many of whom have international backgrounds and careers. Faculty teaching the programme are world-renowned expert scholars, business practitioners and lecturers. They have studied, taught and practised business around the world and are able to offer truly global insights. They occupy a range of positions in a variety of sectors, represent many different nationalities, and form a strong network of alumni. The flexible format of the programme allows you to build your own network quickly and effectively. After graduation, you automatically become a member of RSM s alumni community; your contacts will span continents, generations and industries. In this way all RSM graduates benefit from the school s global network of more than 25,000 alumni. In addition to RSM s regular calendar of events for all of its alumni, which take place all over the world, alumni of the MSc in Corporate Communication programme organise frequent social and professional events. This active and growing international group of colleagues provides you with opportunities for networking, knowledge sharing and life-long learning. 5

STRUCTURE OF THE PROGRAMME The programme has four sections; all can be successfully completed within 18 months. However, the programme is also designed so that it can be followed in a flexible way, which makes it possible for you to follow your Advanced Elective Courses whenever it is convenient. This makes it perfectly possible to combine the Part-time Executive International Master of Science in Corporate Communication with a busy and demanding career. It is also possible to benefit from the programme s world-class teaching in a modular fashion; you can study individual parts of the programme separately, or as required, and receive an official certificate for each completed part. The entire programme is worth 60 credits in the European Credit Transfer System (ECTS). One ECTS credit is equivalent to 28 hours of study. u u u u Part I: The programme begins with a four-day Foundations course that explores current issues in corporate communication, alongside new research and management tools. Part II: You design your own programme by choosing six Advanced Elective Courses. Part III: A week-long study trip to a cosmopolitan city such as New York is included in the programme and puts the real experience of other cultures into our international approach. During the trip you will visit Fortune 500 companies and specialised agencies, giving you a unique view into the engine room of successful international businesses. Part IV: The programme culminates with an individual thesis in which you combine academic research with an in-depth exploration of a current issue in the field of communications. Two prizes are awarded each year; the best thesis receives the Shell Netherlands Stimulation Award for Excellence in Corporate Communication, and the Andreas Award is given for the most innovative thesis. All four parts of the programme must be completed in order to be awarded the Master of Science in Corporate Communication degree. 60 ects 18 months 4 sections one ects equals 28 hours of study 6

ADDED VALUE FOR YOU AND YOUR ORGANISATION INCREASE MANAGERS INTELLECTUAL POTENTIAL The programme is taught by a team of professors and practitioners from leading universities, business schools and companies, who provide you with the latest concepts and pragmatic models. This means you return to your working environment after each session of study with new knowledge, ideas and insights, which you can immediately put into practice for the benefit of your organisation and your career. PREPARE MANAGERS FOR STRATEGIC CHALLENGES Globalisation and volatile competitive environments are two major challenges faced by companies with direct implications for their strategic choices. Working with models that link communication with business strategy, you are trained to view every aspect of communications from a strategic perspective. This teaches you to think ahead about how your communication expertise can contribute to placing your organisation in a better position to meet future challenges. DEVELOP MANAGERS INTERNATIONAL PERSPECTIVES Organisations confront an increasing number of international complexities. That s why the programme presents international and cross-cultural perspectives. Our lecturers and our students both come from a variety of countries and cultural backgrounds. Knowledge and expertise is therefore explored from different cultural perspectives. This international approach provides participants with a greater understanding of other cultures and their values a key requisite in today s rapidly globalising business environment. 7

PROGRAMME CURRICULUM THE PROGRAMME CONSISTS OF FOUR BUILDING BLOCKS Part I begins in January and introduces 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 a specific area of Corporate Communication. Part III is an international exchange trip to a cosmopolitan city, such as New York. 1 FOUNDATIONS OF CORPORATE COMMUNICATION Part I is delivered during a four-day session in January. It focuses on the latest developments, insights and models in corporate communication and business administration, and becomes the base for the rest of the programme. The first part covers the following subjects: u Trends in reputation management, branding, positioning; u Organisational identity, stakeholder analysis, strategic management theory; u Research-based solutions for managing corporate communication; u Workshops on applying competitive analysis, academic models and co-ordination mechanisms. 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 www.rsm.nl/summercourse, is interchangeable for Part I. Part IV involves writing a thesis in which participants apply their acquired skills. Two prizes are awarded each year. The Shell Netherlands Stimulation Award for Excellence in Corporate Communication is awarded for the best thesis, and the Andreas Award is presented for the most innovative thesis. 8

2 3 ADVANCED ELECTIVE COURSES Each Advanced Elective Course (AEC) takes an in-depth look at one aspect of corporate communication from a business administration perspective. Each course starts with a day of lectures on the latest academic research and insights. They are followed by two days of INTERNATIONAL STUDY TRIP This international immersion experience is central to the programme and takes place each spring. The one-week trip will take you to an exciting city such as New York, Madrid or Vancouver for an intense programme which includes lectures by renowned faculty from local applied sessions which train participants in the application of this knowledge in the academic institutions and visits to well-known companies where you will discover and day-to-day business environment. After these three-day courses, you will complete an debate their corporate communication challenges. The exchange is hard work but a lot of assignment at home, based on selected academic literature. Day sessions are from fun, and will allow you to cement the friendships you have built with fellow participants 9:30am to 5:30pm and include lunch. during the programme. On your return, you will write a group paper that integrates the insights gained from the lectures and visits. 4 Participants must take a minimum of six AECs in order to be eligible for the RSM Master of Science in Corporate Communication degree. Each AEC is taught by expert MASTER THESIS consultants and lecturers from prestigious schools and universities such as Erasmus All participants are expected to write a master thesis to demonstrate University Rotterdam, INSEAD (France), Copenhagen Business School (Denmark), their analytical ability and accumulated knowledge. The thesis is Bocconi University (Italy) and the Stern School of Business (New York). AECs are assessed and evaluated according to the same standards as the master taught from February until June, and from September until December. If participants theses of full-time MBA students. Your thesis will focus on a practical show particular interest in a specific subject, it may be possible for RSM s Centre of corporate communication issue in a real-life setting. Participants often Expertise, the Corporate Communication Centre, to organise an AEC dedicated to it. choose to research a problem within their own organisation. Past subjects have included brand leadership, corporate stories, effective communication strategies, and the use and abuse of propaganda. 9

ADVANCED ELECTIVE COURSES EACH ADVANCED ELECTIVE COURSE (AEC) TAKES AN IN-DEPTH LOOK AT ONE ASPECT OF CORPORATE COMMUNICATION FROM A BUSINESS PERSPECTIVE ADVANCED REPUTATION MANAGEMENT Companies with strong reputations are more attractive to stakeholders such as customers, investors and good-quality employees. Organisations therefore attach increasing importance to building, maintaining and protecting their sustainable corporate reputations. This advanced elective course teaches you the knowledge, capabilities and tools for doing so. Participants learn: u The main mechanisms through which a good reputation can add value to a company s strategic objectives; u The most important factors that drive a company s reputation; u How to quantitatively measure a company s reputation; u How to establish or improve a company s reputation; u How to link risk assessment to reputation data; u How to quantify reputation in financial indicators. 10

CORPORATE BRANDING This course provides insight into the potential added value of corporate branding for firms offering products or services within the context of a multi-business structure. Three topics are crucial in this elective course: u How to rationalise the decision-making process of choosing a branding strategy; u How to measure stakeholders preferences for different corporate branding strategies; u How to orchestrate the organisation s different communication streams in order to create a strong corporate brand. CORPORATE SOCIAL RESPONSIBILITY Our Advanced Elective Course on Corporate Social Responsibility (CSR) offers insights into how corporate communication can contribute to successful implementation of CSR, satisfying the needs of society and the company. It addresses the following issues: u Identifying theoretical perspectives on the relationship between CSR and company performance; u Identifying the potential benefits and risks of different types of CSR for corporate reputation and financial performance; u The role of corporate communication in the effectiveness of CSR activities; u Evaluating the use of corporate communication in serving CSR in real-life cases. CRISIS COMMUNICATION This course covers all aspects of crisis communication for managers, such as general communication strategy, crisis definition, crisis anticipation, crisis preparation, effective communication during a crisis, and finally, crisis prevention. Participants will be learn to think more strategically about communication, and will become more confident in dealing with all aspects of crisis communication. You will learn specific tools to use before, during and after crises, and will develop general frameworks that will help you to deal with potential crisis situations, and ideally, prevent crises from happening. In addition, participants will learn how to anticipate potential risk areas and behave more proactively during a crisis. Participants will also learn how to correctly assess the various constituencies of their company when determining the appropriate channels through which to communicate with employees, consumers and the media during times of high pressure in a crisis. 11

EMPLOYEE COMMUNICATION Organisations increasingly have to deal with a variety of external and internal catalysts for potential turbulence, such as internationalisation, increased competition, decreased customer loyalty and staff reduction. In these situations, many organisations are often unclear about the extent to which effective employee communication can reduce the insecurity caused by processes of change. This course addresses the following issues: u What is the role of employee communication? u In what way can employee communication be harmonised with other forms of communication and with Human Resource Management? u What methods are available to inform and motivate people? u How to avoid giving too much or too little information to employees; u When can management be satisfied with the employee communication in their organisation? u How can communication be used to align the motivation of employees with strategy? INVESTOR RELATIONS Here, we focus on the maintenance of mutual trust between a firm and the individuals who have a direct or an indirect financial stake in it. The job of the investor relations professional combines the skills of a corporate communication expert, media planner, financial analyst and corporate operations strategist. These skills are comprehensively and carefully dealt with in this course. The following subjects are addressed: u The capital market and its participants; u The role of investor relations; u Globalisation of the capital markets; u Annual reports, media relations; u Legal aspects of corporate disclosure and corporate governance. ISSUES MANAGEMENT & PUBLIC AFFAIRS This course combines two areas of interest that are unquestionably intertwined; issues management and public affairs management. Events, developments or trends with considerable implications for an organisation s performance are classed as strategic issues. Recognising the importance and complexity of managing such issues, organisations are increasingly turning to sophisticated issue management programmes. This course covers the core principles, strategies, tools and practices of issues management: u Strategic Issues Management: what is it and how does it differ from Crisis Management? How is it related to an organisation s strategy as well as its corporate communication? u Core Principles and Strategies: Issue Selling and Buying, Issues Portfolio, Issue Life-Cycle, and Stakeholder Integration. u Tools: Issues Matrix, Issue Management Plan, Positioning Statement. u Real-life insights: practitioners of well-known companies present colourful but real examples of their experiences. Additionally, students work in teams to apply the core principles, strategies and tools from the course to a real case of issues management. 12

LANGUAGE & REPUTATION MANAGEMENT Public Affairs Management is often called lobbying (or corridor behaviour intended to influence the minds and actions of decision makers as it has been called) but this is only one of the activities that come under the Public Affairs umbrella. Public Affairs Management shares this objective, but in a much wider perspective. A visit to Brussels is part of this course; participants will witness the management of public affairs within the European Union. Here, students will work on a case study as well as visiting the European Commission, the European Parliament and other important EU stakeholders. Through its management of public affairs, an organisation attempts to absorb opportunities and tackle threats coming from outside from governments, competitors, non-governmental organisations and public groups, for example. This elective course covers a series of substantial activities of Public Affairs Management: Organising Intelligence, Short-listing, Strategy Setting, Reconstructing the Playing Field, Coalition-building, and Fine-tuned Lobbying. Success in communication depends not only on what is said, but also how it is said. Selecting the right message and the most appealing format is affected by several factors. These include research, with questions such as what do stakeholders believe about the organisation and about its offerings?, the type of strategy applied, whether the communication is focused on negotiation or confrontation, and also on the power of applying the most appealing language. This advanced elective course focuses specifically on the added value of language in reputation management. The topics are divided in three sections. u The first section demonstrates the theoretical foundations of this topic through discussion of the psychology of language (development of language, meaning of words, language production) and presenting the classical foundations of argumentation theory such as logic and rhetoric, which are rooted in the philosophies of Aristotle and Plato; u The second section focuses on an overview of the key findings in persuasive communication theory and research, more specifically showcasing discourse analyses which examine how public debates evolve around issues that are crucial for specific industries. Examples include the pharmaceutical industry and its policies for pricing medicines as monetary compensation for R&D efforts, and persuasive strategies aimed at influencing such debates, such as framing, agenda-setting, and storytelling; u The third section is aimed at translating the theoretical foundations offered in this course into managerial tactics for messaging strategies. We will discuss CEO speeches, the choices for embedding messaging during the launch of a new CEO, and more. 13

LEADERSHIP AND COMMUNICATION Participants cannot expect to become experts in each of the challenges in this course, but they can learn to build, enhance and perfect the skills needed to excel as general managers working in corporate communications. After this course, participants will have an understanding of the key areas of general management vital for successful communication professionals. This advanced elective includes in-depth analyses of a range of cases that focus on various functional areas of management when managing their corporate communication. Participants can: u Become acquainted with the importance of communicating aspects of leadership as part of general management; u Develop the analytical skills for effectively identifying problems and opportunities. Primary objectives of this advanced elective course are merely the first steps in general management education. Experience is the next. MEDIA IMPACT ON REPUTATION The public s impression of an organisation, its products or services, is influenced by publicity both free and paid-for. This advanced elective course explores academic models and applied techniques that will enable participants to manage an organisation s reputation by means of the media. It focuses on the following issues. u What is news from the perspective of the media and the organisation? u How do journalists select messages, and what is the gate-keeping mechanism? u Is there a meaningful way to analyse publicity? u What is known about setting agendas and trends in public opinion? u What is spin-doctoring? u How can these ideas be applied in a professional communication programme? ORGANISATIONAL IDENTITY This advanced elective course gives insights into the relatively young, but increasingly important concept of organisational identity. It discusses the theoretical underpinnings and shows why organisations should pay attention to their organisational identity, and how it can be effectively applied to employees. The core issues in this course are: u Organisational identity: the concept and its measurement; u Strengthening employees identification with their organisation through the organisational identity; u Managing multiple organisational identities in the organisation; u Identity Expressions: development of a corporate story, identity claims etc.; u Showing the importance of a professional organisational identity programme during strategic change. 14

THOUGHT LEADERSHIP Thought leadership is a new platform for differentiation. In a world where consumers are looking for more than just the organisation s product, service, identity or evidence of social responsibility, these aspects of differentiation are becoming hygiene factors : an organisation needs them but they no longer help it to stand out from the crowd. An organisation earns its position as a thought leader based on its ideas that break conventions and change how customers think about and act upon a particular market or societal issue. This advanced elective course focuses on five topics: u Defining Thought Leadership: What thought leadership is, and what it is not; u Theoretical assumptions behind thought leadership; u How thought leadership can help a company to achieve success; u Tools for assessing the potential for a thought leadership strategy; u Thought leadership strategies. 15

MEET OUR ALUMNI A few years ago, I decided that the best way to plan for my own future was to expand my career path. And the best way to go about this, I thought, was to acquire an internationally-recognised diploma from a highly-ranked business school which promised to base the teaching of theory in practical application. I got what I was looking for. Bringing together well-founded practical expertise with advanced research, Rotterdam School of Management s MCC programme delivered valuable new perspectives into the complex workings of modern organisations. The master classes proved to be deeply engaging and enhanced my strategic thinking, the breadth and depth of my core competencies, and the ability to hit the ground running in a large variety of communication contexts. At the same time, the flexible format allowed me to easily combine the modules with the sometimesheavy workload of a communications professional. Was it easy? Yes and no. The accomplished lecturers and the internationally diverse group of fellow students made for an inspiring learning atmosphere. At the same time, the programme demands dedication, perseverance, and determination. Was it worth it? Yes! What I have learned has significantly changed the way I go about my day-to-day work. The benefits both for my company as well as for me are well worth the effort. MARCUS BALOGH EXECUTIVE COMMUNICATIONS After receiving my Master in International Business Communications and Business Administration some years ago, my company and I have benefitted a great deal from the latest academic and practical lessons and insights in the field of corporate communications from the Part-time Executive Master of Science in Corporate Communication at RSM. The classes and the global real-life cases in the fields of crisis communications, reputation management, issue management, investor relations, and employee communications have been a true learning experience and certainly match the communication challenges that I encounter every day. As I work for a global company, the international character of the programme has certainly been a great plus point. Finally, the Master programme is also a great platform from which to work with fellow communications professionals, and gives many opportunities for knowledge sharing and networking. Lieke de Jong-Tops, Director Corporate Communications, NXP Semiconductors founded by Philips Marcus Balogh, Executive Communications, Credit Suisse Group AG, Zürich, Switzerland 16

I started the Executive International Master of Science in Corporate Communication (MScCC) in 2008. 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. LIEKE DE JONG-TOPS DIRECTOR CORPORATE COMMUNICATIONS In addition, sparring with fellow students as we discuss communications topics is fascinating; you get glimpses behind the scenes of the most attractive companies, and that inspires us to reflect upon things and put our trusted approaches to the test. RSM s MScCC programme presents a very international setting; my experience is of a high-quality range of presentations. Sometimes it was an eye-opener, and an inspiring interlude from the daily grind. Its absolutely academic context has many, many practical applications. JACQUELINE VAN DEN BERGEN OWNER SCHELLEKENS + VAN DEN BERGEN COMMUNICATIE The RSM MScCC team that makes it all happen is very committed, helpful and friendly. I enjoyed my time at RSM MScCC enormously and can 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 17

STUDENTS AND FACULTY THEORY AND PRACTICE THROW NEW LIGHT ON YOUR OWN PROFESSIONAL EXPERIENCE STUDENTS: DIVERSITY AND FRIENDSHIP The MSc in Corporate Communications programme brings together a diverse group of accomplished, open-minded and motivated professionals from Europe and beyond. Participants work in a range of communication positions, often in a managerial capacity; in governmental institutions, commercial companies, NGOs, and consul tancies. This diversity adds tremendous value to the programme, through exchange of best practices and debates, and through the formation of friendships that last well beyond graduation. The programme combines renowned scholars and best practices from the world of business. Teaching faculty are all from well-known universities, business schools, consultancies and blue-chip firms, including Goldman Sachs, FedEx, ABP, Reputation Institute, Pfizer, Fleishman Hillard, Johnson & Johnson, KPN, New York University Leonard N. Stern School of Business, Philips, Randstad, and Shell. ACADEMIC FACULTY u Cees van Riel, Professor of Corporate Communication from Rotterdam School of Management, Erasmus University in The Netherlands (Programme Director) u Paul Argenti, Professor of Management and Corporate Communication at the Tuck School of Business, Dartmouth College, USA u Tom J. Brown, Ardmore Professor of Business Administration and Professor of Marketing in the Spears School of Business at Oklahoma State University, USA u Charles Fombrun, Executive Director of the Reputation Institute and former Professor of Management at New York University's Stern School of Business, USA u Mignon van Halderen, Assistant Professor Corporate Communication from the Department of Business Society Management at the Rotterdam School of Management (RSM), Erasmus University Rotterdam, The Netherlands u Pursey Heugens, Professor of Organization Theory, Development, and Change from the Department of Strategic Management and Entrepreneurship at the Rotterdam School of Management (RSM), Erasmus University Rotterdam, The Netherlands u Pamela W. Henderson, Associate Professor of Marketing, Washington State University, USA 18

u u u u u u Mark Hunter, Adjunct Professor and Senior Research Fellow at the INSEAD Social Innovation Centre, France Michael Pratt, Director of the Management and Organization Department Fellow, Winston Center for Leadership and Ethics, Boston College, USA Davide Ravasi, Associate Professor of the Department of Management and Technology at Bocconi University, Italy Majken Schultz, Professor of Management at the Copenhagen Business School, Denmark Irv Schenkler, Clinical Professor and Director of the Management Communication Program at New York University's Stern School of Business, USA Bob de Wit, Professor of Strategic Leadership at Nyenrode Business University, The Netherlands BUSINESS PRACTITIONERS u Frans Cornelis, Managing Director Group Marketing & Communications at Randstad Holding NV u Mirdita Elstak, Senior advisor at KPMG, Dutch Caribbean and Suriname u Bert Fokkema, Sustainable Development Manager - Human Rights at Shell u Fred Gertsen, Former partner at PriceWaterhouseCoopers u Hans Koeleman, Director of Corporate Communications at KPN u Onno Maathuis, Co-founder and specialist in corporate positioning at De Positioneerders u André Manning, Vice President Corporate Communications at Royal Philips Electronics u Frank van Ooijen, Director Communication and Sustainability at FrieslandCampina u Bert Regeer, Vice President Communications at Shell 19

PRACTICAL INFORMATION ADMISSION AND FEES The Master of Science in Corporate Communications programme is open to outstanding communication professionals whose work experience, intellectual ability and personal qualities indicate that they will benefit from and contribute to our learning environment. A university degree or equivalent degree is recommended, and an excellent command of English is essential. Prices for the complete programme and individual courses are available upon request. Please contact Susanna Marco, programme manager, at smarco@rsm.nl. ERASMUS UNIVERSITY ROTTERDAM Erasmus University, Rotterdam is a workshop for international knowledge in critical thinking and academic training, driven by a strong focus on current social issues. The university concentrates its expertise on issues of management, organisation and policy in the public and private sectors, as well as in health care. It has combined education and research in three domains in which it has an excellent international reputation. u Economics and Management; u Medicine and Health Sciences; u Law, Culture and Society. ROTTERDAM SCHOOL OF MANAGEMENT, ERASMUS UNIVERSITY RSM is one of a select group of schools with Triple Crown Accreditation from EQUIS, AACSB, and the Association of MBAs Continuously ranked among the top ten business schools in Europe, Rotterdam School of Management, Erasmus University (RSM) stands out because of its highly international and diverse student population, mix of teaching styles, its emphasis on teamwork and an integrated curriculum with a strong focus on the practical aspects of management. RSM 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. RSM is one of a select group of schools with Triple Crown Accreditation from EQUIS (the leading international system of quality assessment of business schools), AACSB, and the Association of MBAs. Multidisciplinary teams of lecturers ensure that the high quality of education is maintained. In the global context, the school is an active participant in several high-quality international networks of business schools. CORPORATE COMMUNICATION CENTRE The Corporate Communication Centre is a Centre of Expertise and a joint initiative of Rotterdam School of Management, Erasmus University and the business community. Its aim is to develop and broaden knowledge in the field of corporate communication. The Centre conducts fundamental academic research, as well as applied research for the business community. It offers corporate communication training to senior executives in the form of bespoke courses, in-company workshops, and lectures for Business Administration graduates. 20

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Rotterdam School of Management Erasmus University Accredited by Join us on Corporate Communication Centre Room T11-50 Attn. Susanna Marco (Programme Manager MCC) P.O. Box 1738 3000 DR Rotterdam, The Netherlands Tel. +31 10 408 1915 Fax +31 10 408 9638 E-mail ccc@rsm.nl WWW.RSM.NL/MCC 2012 Rotterdam School of Management, Erasmus University. The information in this publication is correct as of September 2012, 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 this publication may be reproduced, stored in a retrieval system, or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise without written permission from RSM. 12571. B&T Ontwerp en advies (www.b-en-t.nl)