Corporate strategic management

Companies that combine a number of different strategic planning methods show significantly increased success. The course has the general objective of explaining the fundamental ideas and most important methods of strategic management. You will:

To achieve the course objectives, participants will first be introduced to the current methods of strategic planning. Most of the remaining time will then be dedicated to casework with groups developing solutions, presenting and discussing them.
Faculty: Professor Rudolf Grünig, University of Fribourg, Switzerland

Marketing as Relationship Management

Principles of Marketing Management is the starting point for this module. Emphasis is on a strategic relationship management perspective.
Faculty: Associate Professor Mogens Bjerre & Professor Suzanne C. Beckmann, CBS

Management communication

Both rhetorical and body language skills will be trained in this intensive three day course. You will learn about the psychological and social processes of communication as well as discuss the strengths and weaknesses of different kinds of communication forms such as oral communication and text communication. Training sessions will give you the possibility to evaluate and develop your own capability as a communicator.
Faculty: Kim A. Page

Study Tour to UCLA, Anderson School of Management

The study tour is conducted together with the MScom of the University of Lugano and will consist of four courses: Human Resource Management, Managing Corporate Transitions, Corporate Governance and Global Information Economy taught by
Faculty from the Anderson School of Management.

Principles of coaching

The objective of The Coaching Track is to develop the participants’ skills as coaches from a learning-by-doing perspective and to enhance the participant’s insight into their capabilities and potentials as leaders and communicators. It is based on the concept: “How can I help you to help yourself”?
Faculty: Jane Blichmann and coaches from The Coaching Institute

Introduction Social science research

The main objective of this one-day seminar is to demonstrate how philosophy of science and methodology are indispensable tools in the process of understanding, researching and managing corporate communication both at the conceptual and empirical level. Their relevance for everyday work situations and for studying communication issues during the forthcoming modules (and the master's thesis!) will be illustrated.
Faculty: Associate Professor Per Østergaard, SDU & Professor Suzanne C. Beckmann, CBS

Management of stakeholder communcations

Stakeholder communications as a management concept includes a certain amount of “hot air”: No modern company would deny the importance of behaving cordially – not only in relations to shareholders and customers, but also to other significant others in society. The module, however, moves this concept further by critically evaluating hypocrisy of organisations and media management from a stakeholder thinking perspective. In so doing, we focus on legitimacy, reputation and tradition not only as public relations, but also as relations in public, i.e. engaging stakeholders communicatively for long-term value creation. The course is grounded in strategic management and public relations theory. It will work critically and constructively addressing issues such as media management, spin doctoring, niche nursing, corporate responsibility, employee governance, and business ethics.
Faculty: Professor Anker Brink Lund, CBS
This module will be held jointly with MSCom of the University of Lugano.

Integrated Marketing Communications

Integrated marketing communications (IMC) aims at combining, integrating and synergising all relevant elements of an organisation’s communication mix. Strategic integration of the various communication functions is what makes IMC a new outside-in approach to reaching both consumers and other stakeholders alike. IMC is different from other customer-centric processes – such as the concept of market orientation – in that its foundation is communication, and as such it is seen as a circular process rather than a linear (inside-out) one. The course is grounded in marketing theory and consumer psychology. It will focus on key constructs addressing issues such as marketing communications processess, consumer behaviour, marketing communication psychology, IMC mix, and principles of managing IMC.
Faculty: Professor Patrick de Pelsmacker, University of Antwerp School of Management &Professor Suzanne C. Beckmann, CBS
This module will be held jointly with MSCom of the University of Lugano.

Media Relations Management

This practical, skills-oriented course is designed to better prepare representatives of business to work effectively with and develop relationships with the press.

The sessions examine what drives journalists and how they work. We explain what reporters’ rights and responsibilities are, then look at these same elements as they apply to corporate communications and public relations people in order to point out the differences between the two sides. We talk about journalism’s recent history to see, why reporters are the way they are today. We discuss interviewing, how to be a source, and how to prepare yourself and your staff to speak with the media. We look inside a newspaper to see how it is structured. We find out what happens to a story, for which you have been interviewed, once it gets written and filed. Finally, we compare the national press and the trade press, and give you tools to work effectively with each.
Faculty: Joshua Jampol, Journalist.

Change management

This course provides an overview of strategic issues in relation to change management in organisations. The course covers relevant theories of change management and the techniques used to diagnose organisational problems. The course focuses on the ways, in which organisations and their members affect one another and exposes participants to conflicting frameworks for diagnosing and dealing with changes. Participants will learn how to design change processes on the individual, group and organisational level in order to implement new strategies and gain commitment for change. It places strong emphasis on how to transform a strategy into a process and the use of different communication channels in this process.
Faculty: Professor John Hayes, Leeds Business School.

Brand Management

The course will open by discussing the nature of brands, the concept of the brand as a promise and mechanisms to encourage coherent brands. The characteristics of successful brands will be explored, along with techniques to facilitate effective brand differentiation. A framework will be presented of the strategic process to grow brands and the constituent elements will be addressed. The course begins by applying a classical perspective on brand management through a focus on the way that uniquely differentiated offerings add value to the customer experience. The course then moves to the new paradigm whereby a more balanced perspective is adopted considering branding from both an internal and external perspective. By introducing a strategic process for growing brands, the course explores in a sequential manner, how more coherent and valuable brands are nurtured.
Faculty: Professor Simon Knox, Cranfield School of Management

Financial and Investor Relations

This seminar explores the rationale behind modern financial public relations and investor relations practices, and exposes participants to the theories of financial markets and corporate governance - such as: fair disclosure - that determine these practices. Participants will examine the nature of financial relationships and be able to define the target audiences and media of financial communication and investor relations. They will gain knowledge of how financial markets function and their particular information requirements; comprehend the various methodologies of financial communication, including those relevant to initial public offerings and take-overs; and understand the theory and practice of restrictions on financial communication.
Faculty: Kevin Traverse-Healey
This module will be held jointly with MSCom of the University of Lugano in Lugano.

Public Affairs

The objective of this module is to define public affairs as part of the overall management task and to set public affairs in its management context, showing how public affairs contribute to strategic planning, management decision-making and the achievement of strategic, organisational, marketing and other objectives. The seminar also outlines the main areas of public affairs practice, covering government relations, issues management, community relations, relations with non-governmental organisations and pressure groups, and corporate social responsibility.
Faculty: Jon White
This module will be held jointly with MSCom of the University of Lugano in Lugano..

Crisis management

This seminar examines the variables involved in crisis planning, communications and management. The variables to consider are the organisation's vulnerabilities, the environment, in which it thrives, the stakeholders that can influence its operation and the strategies best suited to maintaining or enhancing its reputation. The media play a crucial role in crisis management, and their influence will be discussed throughout the seminar. Participants will develop a deeper understanding of the range of crises facing organisations, an enhanced appreciation of communication tactics that can be used in such situations and a greater familiarity with the historical antecedents of current crises.
Faculty: Professor Irv Schenkler, New York University
This module will be held jointly with MSCom of the University of Lugano in Lugano.

Quantitative methods in communication research

This module gives an introduction to the design, implementation and evaluation of research proposals for the gathering of critical information for decision-making. Emphasis is not on becoming a great statistician, but on learning to become an intelligent “consumer” of data, models and research reports. Quantitative methods of data collection and analysis will be addressed, as well as issues such as principles of the research design, typical problems in data generation and challenges in designing international research. The main objective is to help you to get rid of the myth that research is “too scientific” and unnecessary in business studies. Properly structured and argued studies are more convincing and reliable than reports based on common sense, although both have much in common. The scientific approach is basically a systematic and controlled treatment of common sense.
Faculty: Professor Suzanne C. Beckmann, CBS

Qualitative methods

The objective of this module is to give a state of the art review of how to conduct qualitative research, which methods to choose from, and how to evaluate the quality of reports based on qualitative research.
Faculty: Associate Professor Per Østergaard, SDU

Master's Thesis

The master's thesis is the final challenge of the MCC programme. In the thesis participants have the opportunity to apply the acquired knowledge from the programme and to combine it with his/her own business experience.