ROTTERDAM SCHOOL OF MANAGEMENT
ERASMUS UNIVERSITY
Academic home to the ‘First European’
Rotterdam School of Management 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, and takes its name from one of Rotterdam’s most famous sons: Desiderius Erasmus (1466-1536). This great theologian, humanist and philosopher is still regarded as one of the world’s foremost thinkers and a figure of great influence on the intellectual and cultural climate leading up to the Renaissance. RSM’s focus on thought-leadership in business is inspired by Desiderius Erasmus.
3 A WORD OF WELCOME FROM THE DIRECTOR 5 INTRODUCTION TO THE PROGRAMME 7 THREE KEY FEATURES
8 MCC PROGRAMME AT A GLANCE 9 ADDED VALUE FOR AN ORGANISATION 10 MCC PROGRAMME CURRICULUM 12 ADVANCED ELECTIVE COURSES 18 STUDENTS AND FACULTY 21 PRACTICAL INFORMATION 23 CONTACT INFORMATION
TABLE OF CONTENTS
A WORD OF WELCOME FROM THE DIRECTOR
Thank you for considering Rotterdam School of Management, Erasmus University, and more specifically the Part Time Executive Master of Science in Corporate Communication programme. Companies today look for talented, ambitious and qualified people who understand what it takes to be an expert in corporate communication. The Master of Science in Corporate Communication offers individuals with a relevant background and experience the unique opportunity to acquire and develop all the skills necessary to succeed in this sector.
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 have the opportunity to 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; the teaching staff are experts tenured to RSM, and the whole learning experience is extended with the participation of visiting professors from other top business schools around the world and who are acknowledged as being at the cutting edge of their chosen fields.
The programme has four building blocks: foundations in corporate communication; six in-depth elective courses; an intensive week in New York, which combines company visits with input from leading US academics, and the 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.
You will find a lot of useful information in this brochure about our programme. However, we do realise that direct communication with one of our staff members will enable us to address any questions related to your specific circumstances. With that in mind, please do not hesitate to contact us so that we can help make the MSc in Corporate Communication at RSM your number one choice.
On behalf of all our team, I look forward to welcoming you to the Rotterdam School of Management.
The field of corporate communication is maturing.
Communication professionals are now exerting real influence on the culture, structure and strategy of organisations. But if they are to be taken seriously in the boardroom, communication professionals need to be well-equipped.
The Part-time Executive International Master of Corporate Communication Programme is designed for corporate communication professionals looking for advanced knowledge and proficiencies in this specialised arena. Developed by Prof. Cees van Riel from the school’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 delivered in four blocks over a year and a half by leading international scholars as well as consultants and experienced practitioners. Modules include an international exchange trip and the writing of an individual thesis. The MCC Programme is an outstanding opportunity for any executive seeking additional career momentum.
ONE
APPLIED LEARNING
AND TEAMWORK
The programme incorporates a broad range of teaching methods such as lectures, case studies, individual and group assignments, simulation games and role playing. The small classes lend themselves to in-depth debates and the exchange of best practice. 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. Team work is an essential element of the programme as it is a realistic approach to practical problems in a real-world situation.
TWO
INTERNATIONAL CONTEXT
AND CROSS-CULTURAL
PERSPECTIVE
Central to the MCC programme is the philosophy that today’s business is international. This influences the analysis and decision making processes that surround corporate communication issues. The programme therefore emphasises the international aspects of corporate communication with case studies from international organisations and universities, and includes an international study trip. The international face of corporate communication is reflected in the diversity of the course participants who often have international backgrounds and careers.
THREE
A NETWORK FOR LIFE
Membership of the Masters of Corporate Communication Alumni Association extends the value of the degree. This active and growing international group of colleagues provides alumni with opportunities for networking, knowledge sharing and life-long learning. The association organises two formal events each year and has a thriving informal series of meetings, peer consultations and social events.
The Alumni Association website is www.mcca-alumni.nl
THREE KEY FEATURES
MCC PROGRAMME AT A GLANCE
The programme is comprised of four parts, the entire cycle of which is delivered across a one-and-a-half year period. Designed to be flexible enough for participants to continue with their careers, participants may choose to do only a specific part of the course, although completion of the entire programme is required for the Master in Corporate Communication title. The entire programme is worth around 60 credits (ects), with each ect equal to 28 hours of study.
The programme kicks off with a four-day Foundations coursethat looks at current issues in corporate communication, new research and management tools.
Participants can subsequently design their own programme by choosing six Advanced Elective Courses, taught by academics and business professionals from around the world.
In line with the international approach of the programme, there will be a week-long trip
to a cosmopolitan city, such as New York. This involves visits to Fortune 500 companies and specialised agencies, and gives the participant a unique peek in the engine room of successful businesses.
The programme is capped with an individual thesisthat combines academic research with a look at a current communication issue in the field. Each year two prizes are awarded; the best thesis receives the Shell Netherlands Stimulation Award for Excellence in Corporate Communication, and the Boer & Croon Award is given for the most innovative thesis.
When you are working for an international organisation you encounter people who have received their education from various renowned universities from all over the world, including the Ivy League MBA’s. It stimulated me to look across the border for possibilities to further deepen my experience and knowledge in the field of communications and branding. As always the answer is nearby. The most comprehensive and international programme is offered by the Rotterdam School of Management. Here you will find an overview of the latest theories and have the opportunity to practice these in real life situations which, for instance, are laid down in Harvard Business cases. I should especially mention the study trip to New York as a highlight, where you visit world-class companies and improve your understanding of communication in a different cultural environment. It is the mix of theory and practice, presented by a largely international teaching staff that will give you new insights and understanding of your experience as a professional. I continually benefit from my participation in the International Master of Corporate Communication Programme, working previously in the business world as an external affairs and communication manager at Royal Dutch Shell, and now for one of the leading NGO’s.
Chris de Koning
Communications Director Greenpeace Netherlands
ADDED VALUE FOR AN ORGANISATION
INCREASE MANAGERS’ INTELLECTUAL POTENTIAL
Because of the MCC Programme’s pool of professors and practitioners from leading universities, business schools and companies, it is able to provide participants with the latest, state-of-the art concepts and pragmatic models. Hence, participants will return to their working environments with new knowledge and fresh ideas which they can put into practice immediately.
PREPARE MANAGERS FOR STRATEGIC CHALLENGES
Globalisation and volatile competitive environments – these are some of the major challenges that companies nowadays face and which have direct implications on their strategic choices. By working with models that link communication with strategy, participants of the MCC programme are trained to view every single communication aspect from a strategic perspective. This teaches them to think ahead as to how their communication expertise can contribute to placing their organisation in a better position to meet future challenges.
DEVELOP MANAGERS’ INTERNATIONAL PERSPECTIVES
Organisations are confronted with an increasing number of international complexities. The MCC programme is therefore embedded with international and cross-cultural perspectives. For example, our participants come from a variety of different countries (e.g. Singapore, Spain, Canada) and our lecturers share their knowledge and expertise from a variety of cultural backgrounds. This international approach provides
participants with a greater understanding of different cultures and their values – a key requisite in today’s rapidly globalising business environment.
MCC 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 specific areas of Corporate Communication.
Part III is an international exchange trip to a cosmopolitan city, such as New York.
Part IV involves writing a thesis in which participants apply the 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 Boer & Croon Award is presented for the most innovative thesis.
PART ONE
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 sets the groundwork for the rest of the programme. The first part 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.
Our Corporate Communication Executive Summer Course is interchangeable for Part I, Foundations of Corporate Communication, which is required to obtain the Master of Corporate Communication degree.
PART TWO
ADVANCED ELECTIVES
Advanced Elective Courses (AECs) take an in-depth look at one aspect of corporate communication from a business administration perspective. Each course starts with a single day of lectures on cutting-edge academic research and insight. The subsequent two-day applied sessions train participants in the application of this knowledge in the day-to-day business environment. After these three-day courses, a take-home assignment based on selected academic literature must be completed. Each day is from 9:30 am to 5:30 pm and includes lunch. Participants must take a minimum of six AECs in order to be eligible for the Masters in Corporate Communication. Each AEC is taught by expert consultants and lecturers from prestigious schools and universities such as Erasmus University Rotterdam, INSEAD (France), Copenhagen Business School (Denmark), Bocconi University (Italy) and the Stern School of Business (New York).
PART THREE
INTERNATIONAL STUDY TRIP
This international immersion experience is central to the MCC Programme. The one week trip will take you to an exciting city such as New York for an intense academic programme. This includes lectures by renowned faculty from local academic institutions and visits to well-known companies for discussions on their corporate communication challenges. The exchange is hard work but a lot of fun and will allow you to cement the friendships you have built up during the programme. Upon your return you are expected to write a group paper that integrates the insights gained from the lectures and visits. The exchange takes places annually in spring.
PART FOUR
THESIS
All participants are expected to write a thesis in order that their analytical ability and accumulated knowledge can be assessed. The thesis is evaluated on the basis of the same standards applied to full-time business administration students. It focuses on a practical corporate communication issue in a real-life setting. Participants often choose to research a problem within their organisation. Past subjects have included brand leadership, corporate stories, effective communication strategies, and the use and abuse of propaganda.
Advanced Elective Courses (AECs) take an in-depth look at one aspect of corporate communication from a business administration perspective.
1 Corporate Branding 2 Crisis Communication 3 Employee Communication 4 Investor Relations
5 Leadership and Communication 6 Media Impact on Reputation 7 Organisational Identity 8 Public Affairs
9 Reputation Management 10 Strategic Issues Management
1.
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:
• How to rationalise decision making on what type of branding strategy to pursue?
• How to measure stakeholders’ preferences with regard to different corporate branding strategies? • How to orchestrate the organisation’s different
communications in order to create a strong corporate brand?
2.
CRISIS COMMUNICATION
This course covers all aspects of crisis communication for managers. These include general communication strategy, crisis definition, crisis anticipation, crisis preparation, effective communication during a crisis, and finally, crisis prevention. Participants will be able to think more strategically about communication and will be more confident in dealing with all aspects of crisis communication after following this course. They will learn specific tools to apply before, during and after crises, and develop general frameworks that will help them conquer potential crisis situations, and ideally, prevent crises from happening. In addition to this, participants will learn how to anticipate potential risk areas ahead of time and as a result behave more proactively once a crisis has struck. 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 high-pressure, crisis times.
3.
EMPLOYEE COMMUNICATION
Organisations increasingly have to deal with turbulence caused by a variety of external and internal catalysts such as internationalisation, increased competition, decreased customer loyalty and staff reduction. In this context, 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:
• What is the role of employee communication? • In what way can employee communication be
harmonised with other forms of communication and with Human Resource Management?
• What methods are available to inform and motivate people?
• How to avoid giving too much or too little information to employees?
• When can management be satisfied with the employee communication in their organisation? • How can communication be used to align employees
with the (new) strategy?
4.
INVESTOR RELATIONS
Investor Relations focuses on maintaining mutual trust between a firm and individuals with 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 AEC. The following subjects are addressed:
• The capital market and its participants; • The role of investor relations;
• Globalisation of the capital markets; • Annual reports, media relations;
• Legal aspects of corporate disclosure and corporate governance.
5.
LEADERSHIP AND COMMUNICATION
Participants cannot be expected to become experts in each of the challenges in this course, but rather can learn to build, enhance and perfect the skills they will need to excel as general managers working in corporate communication. After this course, participants will have an understanding of the key areas of general management that are vital for successful communication professionals. They will do in-depth analyses of a range of cases that focus on various functional areas of management when managing their corporate communication.
Participants have the opportunity to:
• Become acquainted with the concept of ‘general management’ and its importance to communicators; • Develop the analytical skills necessary for effective
problem and opportunity identification. The primary objectives of this course are merely the first steps in general management education. Experience is the next.
6. MEDIA IMPACT ON REPUTATION
Free and paid-for publicity influences the public’s impression of an organisation, its products or services. This course looks at 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.
• When viewed from the perspective of the media or from the organisation, just what is news?
• How do journalists select messages (gate keeping mechanism)?
• How can publicity be analysed in a meaningful way? • What is known about agenda setting and trends in
public opinion?
• What is ‘spin-doctoring’?
• How can these notions be applied in a professional communication programme?
7. ORGANISATIONAL IDENTITY
This course provides insight in the increasingly important concept of ‘organisational identity’. It discusses the theoretical underpinnings of this relatively young concept, shows why it is important for organisations to pay attention to their
organisational identity and provides insight into how it can be applied effectively to employees.
The core issues in this course are:
• Organisational identity: the concept and its measurement;
• Strengthening employees’ identification with their organisation through the organisational identity; • Managing multiple organisational identities in
the organisation;
• Identity Expressions: development of a corporate story, ‘identity claims’ etc.
• Showing the importance of a professional organisational identity programme during strategic change
8. PUBLIC AFFAIRS
Public Affairs Management is generally better known by the name of one of its activities, which in reality is but a part of the whole. That is lobbying – ‘corridor behaviour intended to influence the minds and actions of decision makers’. Public Affairs Management has the same objective, but in a much wider perspective. Through Public Affairs Management an organisation tries to absorb opportunities and tackle the threats coming from outside, such as from governments, competitors, non-governmental organisations and public groupings.
In Europe, Public Affairs Management has become especially relevant in regard to legislative decisions coming from authorities across the European Union (EU).
This course pays attention to a series of substantial activities of Public Affairs Management:
• Organising intelligence; • Short-listing;
• Strategy setting;
• Reconstructing the playing field; • Coalition building;
• Fine-tuned lobbying.
In the 3-day course, participants go to Brussels for one day and step into the world of Public Affairs
Management of the EU. In this context, students work on a case and visit the European Commission, the
European Parliament and various important EU stakeholders. The last day of the course is in Rotterdam where a debriefing of the case study will take place.
9. REPUTATION MANAGEMENT
Companies with strong reputations are better able to attract relevant stakeholders like customers, investors or quality employees. Organisations therefore attach increasingly more importance to building, maintaining and protecting a sustainable corporate reputation. This course covers all the relevant knowledge, insight, capabilities and tools for doing so.
Participants learn:
• The main mechanisms through which a good reputation can add value to a company’s strategic objectives;
• The most important factors that drive a company’s reputation;
• How to quantitatively measure a company’s reputation; • How to build up or improve a company’s reputation; • How to link Risk Assessment to Reputation Data; • How to quantify Reputation in financial indicators.
10. STRATEGIC ISSUES MANAGEMENT
Strategic Issues are those events, developments or trends that can have considerable implications for an organisation’s performance. Recognising the importance and complexity of managing such issues, organisations increasingly turn to sophisticated issue management programmes.
This course covers the core principles, strategies, tools and practices of issues management:
• Strategic Issues Management: what is Strategic Issues Management and how is it different from Crisis Management? How is it related to an organisation’s strategy as well as its corporate communication? • Core Principles and Strategies: Issue Selling / Buying,
Issues Portfolio, Issue Life-Cycle, Stakeholder Integration.
• Tools: Issues Matrix, Issue Management Plan, Positioning Statement.
• Real-life insights: practitioners of well-known companies present colourful ‘tales from the field’. Additionally, students work in teams to apply the core principles, strategies and tools from the course to a real issues management case.
Saskia Kapinga
Group Spokesperson, Royal Dutch Shell Plc
The MCC Course was extremely comprehensive and covered the full scope of corporate
communication in considerable detail. This was especially relevant to me as I work on integrated projects and strategies that are increasingly complex and involve all aspects of the communications mix. The modules were given by lecturers who are clearly some of the world’s leading experts in the field. I highly rated the focus on how communication works in the real world.
Most of the students were experienced professionals, which made for an excellent platform to exchange ideas and insights. On a more practical note, the course’s flexible modular structure made it ideal for me to combine this study with work and other commitments.
I would recommend this course wholeheartedly as a valuable investment to anyone hoping to further their career in a communications related area!
Drs. Chris C.H. Roelen MCC CEO Lionfish
Seven years after I graduated with a Masters in Economics at the Erasmus University Rotterdam I returned to do a Master of Corporate Communication at the Rotterdam School of Management. Right from the start I recognized the business oriented teaching and scholarly programme of the Corporate
Communication Centre. The focus on the corporate context allows me to put newly required insights into practice for my work as an interim manager and strategy consultant in corporate communication. On the basis of my personal network, and that of my fellow MCC students, I was able to involve twenty senior corporate communication and HR executives of leading Dutch firms like Shell, Akzo Nobel and Philips in my Master thesis programme. What more could I say about the great value of the MCC network?
Aglaé Weijers
Manager Public Affairs, Bristol - Myers Squibb
The international Master of Corporate Communication programme is a great experience. The modules are a valuable combination of science and practice. Based on science and theory you learn how to deal in a practical way with the more funda mental strategic questions and issues concerning corporate
communication within your organisation. I have learned to look differently to the scope of corporate communication. By this I mean that the different disciplines, like public affairs, marketing,
communications, issues management, etc, are very much linked to each other and should be managed and approached in an integrated way. I really enjoyed this course, not only from a professional perspective but also from a social perspective. It is a unique way to broaden your professional horizons and networks.
STUDENTS: DIVERSITY AND FRIENDSHIP
The MCC Programme brings together a diverse group of accomplished, driven and open-minded professionals from Europe and beyond. Participants work in various communication positions, often in a managerial capacity, in governmental institutions, commercial companies, NGOs and consultancies. This diversity adds tremendous value to the programme, through an exchange of best practices, debates and the formation of friendship that last well beyond graduation.
The MCC Programme combines renowned scholars and best practice from the world of business. This is reflected in the faculty, the members of which all hail from well-known universities, business schools, consultancies and blue-chip firms.
These include: Goldman Sachs, FedEx, ABP, Reputation Institute, Pfizer, Fleishman Hillard, New York University Leonard N. Stern School of Business.
STUDENTS AND FACULTY
“THE MIX OF THEORY AND PRACTICE
WILL GIVE YOU NEW INSIGHTS
AND GROUNDING OF YOUR
ACADEMIC FACULTY
Cees van Riel RSM, Erasmus University, The Netherlands (Programme Director)
Paul Argenti Dartmouth College, USA John Balmer University of Strathclyde, UK
Peggy Brönn Norwegian School of Management, Norway Tom Brown Oklahoma State University, USA
Kevin Corley Pennsylvania State University, USA David Deephouse University of Alberta, Canada Janet Dukerich University of Texas, USA
Mirdita Elstak RSM, Erasmus University, The Netherlands Charles Fombrun Stern School of Business, New York, USA Mignon van Halderen RSM, Erasmus University, The Netherlands Pursey Heugens RSM, Erasmus University, The Netherlands Pamela Henderson Washington State University, USA
Mark Hunter INSEAD, France Michael Pratt Boston College, USA Davide Ravasi Bocconi University, Italy
Rinus van Schendelen Erasmus University, The Netherlands Majken Schultz Copenhagen Business School, Denmark Irv Schenkler Stern School of Business, New York, USA
BUSINESS PRACTITIONERS
Sander Arts NXP Karen Beuk Maxeda
Frans Cornelis Randstad Holding NV Bert Fokkema Shell
Herman Kievits Shell Hans Koeleman KPN
Onno Maathuis BR~ND Positioneringsgroep Peter Paul van de Wijs The Dow Chemical Company
ADMISSION AND FEES
The MCC 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 excellent command of English is vital. Prices of the complete programme and individual courses are available upon request.
ERASMUS UNIVERSITY ROTTERDAM
Erasmus University Rotterdam is an international knowledge workshop for 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.
• Economics and Management; • Medicine and Health Sciences; • Law, Culture and Society.
ROTTERDAM SCHOOL OF MANAGEMENT,
ERASMUS UNIVERSITY
Continuously ranked among the top ten business schools in Europe, the Rotterdam School of Management, Erasmus University, 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 practical aspects.
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. 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 ensure that the high quality of education is maintained. In the global context, the school is an active participant in high-quality international networks of business schools.
CORPORATE COMMUNICATION CENTRE
The Corporate Communication Centre is a joint initiative of the 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.
Rotterdam School of Management Erasmus University
Corporate Communication Centre Room T11-52
Attn. Joke van Oost (Programme Manager MCC)
P.O. Box 1738 3000 DR Rotterdam The Netherlands Tel. +31 10 408 2851 Fax +31 10 408 9012 E-mail ccc@rsm.nl
