executive summer course c corporate i communication...by prof.dr. cees van riel ccc - 16 brochure...

ROTTERDAM SCHOOL OF MANAGEMENTERASMUS UNIVERSITY

EXECUTIVE SUMMER COURSE CORPORATE COMMUNICATION 2016

The business school that thinksand lives in the future

Executive Summer CourseCorporateCommunication

SUMMER COURSE20 - 24 JUNE 2016

FIVE THEMES IN CORPORATECOMMUNICATION IN FIVE DAYS!

C i ' a k

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WORKSHOPS AND BUSINESS CASES FROM(INTER)NATIONAL BUSINESS PRACTITIONERS

Reputation management in a high-tech B2B environmentu

Rebuilding the identity and reputation at Rabobanku

Reputation management at DELAu

Reputation challenges at KPNu

Workshop: Complexity and ambiguity in the food (dairy)u

industry

Gas production and earth quakes in Groningenu

Workshop: Business critical communicationsu

Solve corporate communication issues during the intensivefive-day Executive Summer Course Corporate Communication.During the theoretical knowledge transfer and training course,you will focus on the latest developments, insights, and modelsin corporate communication and business administration. Youwill also learn how to use corporate communication to achievebusiness goals. This course focuses on five themes in five daysincluding interactive workshops with (inter)national businesspractitioners. After the course, you will be able to put your newknowledge, ideas and insights into practice for the benefit ofyour organisation and your own career.

FIVE DAYS, FIVE THEMES!

New Developments in Corporate Communicationu

Identity and Organisational Changeu

Creating External Alignmentu

How to deal with Complexity and Ambiguityu

Managing Corporate Communicationu


DURING THE COURSE, YOU WILL EXPLORE:

ACADEMIC SPEAKERS AND BUSINESS PRACTITIONERS

Prof.dr. Cees van Riel Professor of Corporate Communication, RSMu

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

at Rotterdam School of Management, Erasmus University

Lucas van Grinsven Head of Communications at ASMLu

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

Prof.dr. Pursey Heugens Professor of Organisation Theory, Development, and Change, Depart ment ofu

Strategic Management and Entrepeneurship at Rotterdam School of Management,Erasmus University

Saskia Kapinga Vice President External Relations at Shell International u

Martin Kersbergen Manager Corporate Communications and Marketing at DELAu

Hans Koeleman Director Corporate Communication at KPNu

Pim Mol Director Communications and Corporate Affairs at Rabobanku

Frank van Ooijen Director Corporate Communication & Sustainability, and Director FrieslandCampinau

Institute for dairy nutrition and health

Chiel Seinen External Relations Manager Groningen (Earthquake Team) at NAMu

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

CERTIFICATEUpon completion of the Executive Summer Course Corporate Communication, you will receive an officialcertificate of the Rotterdam School of Management (RSM), signed by Professor Cees van Riel, programmedirector and professor of corporate communication at RSM.

TRENDS INREPUTATIONMANAGEMENT,BRANDING, ANDPOSITIONING

ORGANISATIONALIDENTITY,STAKEHOLDERANALYSIS, ANDSTRATEGICMANAGEMENTTHEORY

RESEARCH-BASEDSOLUTIONS FORMANAGINGCORPORATECOMMUNICATION

HOW TO APPLYCOMPETITIVEANALYSIS,ACADEMICMODELS AND CO-ORDINATIONMECHANISMS


PROGRAMME OUTLINE

Executive Summer CourseCorporate Communication20 – 24 June, 2016

MONDAY, JUNE 20, 2016NEW DEVELOPMENTS IN CORPORATE COMMUNICATION

09:30 - 10:00 Official start: Word of welcome By prof.dr. Cees B.M. van Riel,Programme Director of the FoundationCourse and the MSc in CorporateCommunication

10:00 - 12:30 Introduction to CorporateCommunication: Criteria and practicalexamples / New developments inReputation ManagementBy prof.dr. Cees van Riel

12:30 - 13:30 Lunch

13:30 - 15:00 ASML: Reputation Management ina B2B high-tech environmentBy Lucas van Grinsven, Head of Communications at ASML

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 How do external stakeholders thinkabout my organisation? By prof.dr. Cees van Riel


TUESDAY, JUNE 21, 2016IDENTITY AND ORGANISATIONAL CHANGE

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 Rebuilding the Identity and Reputationof RabobankBy Pim Mol, Rabobank,Director Communications and CorporateAffairs at Rabobank

WEDNESDAY, JUNE 22, 2016CREATING EXTERNAL ALIGNMENT

09:00 - 12:30 Strategic analysis: From Processto Positioning By prof.dr. Pursey Heugens, Professor of Organisation Theory,Development, and Change, Depart mentof Strategic Management andEntrepeneurship at Rotterdam Schoolof Management, Erasmus University

12:30 - 13:30 Lunch

13:30 - 16:30 From Positioning to Profiling: a SevenStep ApproachBy prof.dr. Cees van Riel

16:30 - 18:30 Free time

18:30 - 20:00 Dinner

20:00 - 22:00 Reputation management at DELABy Martin Kersbergen, Manager Corporate Communicationsand Marketing at DELA

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 23, 2016HOW TO DEAL WITH COMPLEXITY AND AMBIGUITY

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 inthe (dairy) food industry, health andsustainabilityBy 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 Case: Gas production and earth quakesin Groningen By Saskia Kapinga, Vice President External Relations atShell Inter national and Chiel Seinen,External Relations Manager Groningen(Earthquake Team) at NAM

FRIDAY, JUNE 24, 2016MANAGING CORPORATE COMMUNICATION

09:30 - 11:00 Reputation Challenges at KPNBy Hans Koeleman, Director CorporateCommunication at KPN

11:00 - 11:15 Break

11:15 - 12:30 Business critical communications How to enable an organisation toeffectively communicate major ‘events’related e.g. to the intro duction of a newstrategy, merger, acquisition, publicoffering or litigationBy David Brilleslijper, founder BRILLESLIJPER businesscritical communications (formerlyDelta Lloyd)

12:30 - 13:30 Lunch

13:30 - 15:00 Managing the corporate communicationprocess: how to use a corporatecommu nication dashboardBy 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?

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

15:30 Closing drinks

ring . o


LOCATION The Executive Summer Course will take place at four-star Golden Tulip Jagershorst hotel in Leende, theNetherlands, which offers luxurious and relaxingfacilities.

APPLICATIONYou can apply by sending your completed applicationform to Susanna Marco, programme manager at theCorporate Communication Centre. We acceptapplications to a maximum of 35. Course fees shouldbe transferred within 14 days after you receive theinvoice. Your registration is complete as soon as thecourse fees have been paid.

Download the application form here.

FEESThe fee for the Executive Summer Course is ¤ 5,250and includes:

hotel accommodation: a double room for singleu

use 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. CharlesJ. Fombrun;certificate. u

CANCELLATIONSRSM’s cancellation policy applies as follows:

45 – 30 days prior to the programme: due 25%u

of the fee29 – 8 days prior to the programme: due 60%u

of the fee7 days or less prior to the programme: due 100%u

of the fee

To receive a full refund, you must cancel more than45 days before the programme starts (a charge of10% administration fee applies). The CorporateCommunication Centre retains the right to cancel theSummer Course if there are not enough applications.In that case, the course fees will be fully reimbursed.

CORPORATE COMMUNICATION CENTRE The Executive Summer Course is part of theExecutive International MSc in CorporateCommunication programme, offered by RSM’sCorporate Communication Centre and is open tomanagers in the wider business community.The Corporate Communication Centre is a jointinitiative of RSM and the business community, andaims to develop and expand knowledge in the field ofcorporate communication. www.rsm.nl/mccwww.corporatecommunication.nl

CONTACT DETAILSFor more Information and applications, please contact Susanna Marco: Susanna Marco, Room T12-48Programme managerRotterdam School of ManagementErasmus UniversityCorporate Communication CentreP.O. Box 17383000 DR RotterdamTel. +31 10 408 2851E-mail [email protected]/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 [email protected]

© 2016 Rotterdam School of Management, Erasmus University. The information in this publication iscorrect as of March 2016, 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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executive summer course c corporate i communication...by prof.dr. cees van riel ccc - 16 brochure...

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