Corporate Communicatie (Winter Course in Corporate Communication)

In this four-day Foundation Course in Corporate Communication, you will focus on the latest academic developments, strategic frameworks and proven methodologies for corporate communication and reputation management. The key themes of corporate communication will be discussed by well-known academia and experienced business practitioners.

International leaders will complement the lectures with valuable real-world perspectives about how to manage corporate communication issues. Learn how to increase your impact and move your organisation’s mission forward, and expand your corporate communication network.

This programme takes place twice a year: in the winter and in the summer. In summer, the programme takes place during five days.

Learning objectives

In this programme, you will:

• explore theoretical foundations of corporate communication such as stakeholder theory, identity and branding
• apply theoretical frameworks to diagnose and describe the identity of your organisation
• acquire a deep understanding of the power of brands for customers and organisations
• learn how a firm’s brand portfolio (including both product and corporate brands) can be leveraged for growth
• reflect on how internal and external processes affect corporate reputation and brand equity in the long term
• acquire a deep understanding of Porter’s five forces model analysis
• understand the concept of agility, its drivers, and its relevance for corporate communication
• reflect on the challenges and opportunities of agility for communication professionals.

Brief overview of the course programme (winter version)

Day 1: Monday, 18 January 2021: Strategic corporate communication

• Strategic communication; how to play the game and create value for your organisation?
• Interactive session: how do you contribute to corporate success?
• Management tools to define your role and set communication goals
• Corporate communication in agile organisations: enhancing flexibility and supporting digital transformation

Day 2: Tuesday, 19 January 2021: Corporate branding

• Introduction to brands and their symbolic power
• Brand portfolio management; product brand versus corporate brand
• Two case studies
• Brand revitalisation, and how employees can change a brand

Day 3: Monday, 25 January 2021: Strategic reputation management

• A systems approach to reputation management
• Future trends; the evolving role of corporate relations in stewarding corporate reputations
• Strategic analysis; from process to positioning 
• Reputation management at Heineken

Day 4: Tuesday, 26 January 2021: Organisational identity

• Foundations of corporate communication; identity, image and reputation
• Organisational identity; from analysis to specific messaging strategies
• Two workshops on identity analysis and messaging strategies
• Guest lecture on identity change
• Wrap-up

The foundations course is led by various scholars and communication professionals.