Strategic Communication (corporate communicatie)

Tijdsduur

Strategic Communication (corporate communicatie)

Rotterdam School of Management, Erasmus University - Executive Education
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Opleiderscore: starstarstarstarstar_half 8,9 Rotterdam School of Management, Erasmus University - Executive Education heeft een gemiddelde beoordeling van 8,9 (uit 28 ervaringen)

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Beschrijving

Not all communication activities in an organisation are strategic – in fact, most are not. Many large and expensive campaigns might be necessary and useful, but only operational from a management point of view. They support day-to-day work, but don’t make a big difference, as competitors act similarly.

The basic concept in this course is strategic communication. This encompasses all communication that is substantial for the survival and sustained success of an organisation, a brand, a person, or a function. You must manage communication to ensure that communication is used purposefully to engage in conversations of strategic or operational significance to organisational goals.

This means y…

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Nog niet gevonden wat je zocht? Bekijk deze onderwerpen: Corporate Communicatie, Brand Management, Marketingcommunicatie, Marketing management en Marketingstrategie.

Not all communication activities in an organisation are strategic – in fact, most are not. Many large and expensive campaigns might be necessary and useful, but only operational from a management point of view. They support day-to-day work, but don’t make a big difference, as competitors act similarly.

The basic concept in this course is strategic communication. This encompasses all communication that is substantial for the survival and sustained success of an organisation, a brand, a person, or a function. You must manage communication to ensure that communication is used purposefully to engage in conversations of strategic or operational significance to organisational goals.

This means you need to focus on the impact on value creation, not only on the success of corporate communications in the media or among stakeholders. What is needed is a business model for communications – a model that describes the rationale of how your communication department creates, delivers, and captures value for your organisation. This will be different for each organisation and it might change over time. It depends on the scope, set-up and tradition of the organisation, the expectations of top management and other executives, and the ambitions of the communicators in charge.

 

This three-day course is designed to help you:

       

  • understand the principles of strategic thinking for corporate communications, and how this helps to guide practical decisions, even in times of change
  • analyse existing business models for communications in organisations, which includes assignments by top management and resources, operating models for managing communication, functional activities like stakeholder communication and internal advising, and the impact on value-creation
  • align communication to organisational goals by using adequate management tools for corporate communications, such as the Communication Value Circle and the Communication Strategy House
  • position communication departments and communicators at the top and throughout the organisation with different techniques
  • enhance your personal profile as a communication leader, next-generation leader, or consultant coaching communicators and general managers
  • utilise the power of communications for corporate success both effectively and efficiently – to make your organisation future-proof in times of political and economic uncertainty.

Alumni from RSM and Erasmus University Rotterdam receive a 25% discount on selected programmes. Contact our programme advisor for more information.

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