The Global CCO                                       The Global Chief Communications OfficerWashington, D.C.   New York   ...
The Global CCO               The Global Chief Communications Officer2 Global CCO
The Global CCO is a senior management program designed in partnership by two leadinginstitutions –ESADE Business School an...
Message from the Program Directors      What Makes Corporate Communications Officers Successful?      In a social environm...
•	 Develop a management model for the business environment based on the management and strengthening of   relationships wi...
The Alliance      GLOBAL POSITIONING      The Global CCO combines the interdisciplinary teaching strengths of Corporate Ex...
ESADE Business SchoolWith more than half a century of experience, ESADE’s founding imprint reveals an identity that has st...
The Program      Modular 3 week program      4 days per week        Washington, D.C.           New York                 Ma...
MODULE 1                                                                                    Geopolitics. The role of      ...
MODULE 2                                                                                   Building on Knowledge          ...
MODULE 3                                                                                 Leadership and                   ...
Special Program Features      •	 Strengthen professional skills and personal development for the role of communication and...
ParticipantsDirectors of Communication who want to improve their skills for the new role of Chief Communications Officerre...
Typical Module Chart       MODULE 1       Geopolitics. The Role of the Company. Strategy and Communication       Washingto...
MODULE 2Building on KnowledgeNew York - Columbia University   Monday                      Tuesday                  Wednesd...
MODULE 3       Leadership and Communication       Madrid - ESADE Business School       Monday                         Tues...
CONTACTSESADE Business SchoolMs. Rocío MedinaProduct ManagerMateo Inurria, 25-2728036 Madrid, SpainPhone +34 913 597 714ro...
18 Global CCO
Global CCO 19
Programa formación "Global CCO"
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Programa formación "Global CCO"

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Están abiertas las inscripciones para el Programa Global Chief Communications Officer (Global CCO) de Corporate Excellence - Centre for Reputation Leadership junto a Esade Business School. Está enfocado al desarrollo del CCO responsable de gestionar la comunicación y los intangibles en compañías e
instituciones globales.

Módulo 1: Georgetown University, Washington D.C. (junio, 2012)

- Riesgos geopolíticos y globalissues para las grandes empresas. Desarrollo de modelos de diálogo e integración de las expectativas de los grupos de interés en la estrategia de comunicación.

Módulo 2: Columbia University, Nueva York (noviembre, 2012).

- Gestión del conocimiento en marca y reputación. Métricas. Gestión del riesgo reputacional en el entorno digital. El nuevo rol de los medios y su relación con las empresas.

Módulo 3: ESADE Business School, Madrid (enero, 2012).

- Liderazgo y comunicación. Cómo generar credibilidad e influencia y capacidades de asesoramiento al máximo nivel ejecutivo y al consejo de administración.

Más información: marina.fernandez@corporateexcellence.org



Open the registration for the Postgraduate course on the development of competencies of the Chief Communications Officer (Global CCO), whose responsibilities include managing communication and intangibles in companies and institutions on a global scale.

Module 1: Georgetown University, Washington D.C (June, 2012).

- Geopolitical risks and global issues faced by large companies. Development of dialogue models and integration of stakeholders’ expectations in the communication strategy.

Module 2: Columbia University, New York (November, 2012).

- Management of information in the area of brand and reputation. Measurement tools. Management of reputational risks in the digital environment. The new role of the mass media and their relations with companies.

Module 3: ESADE Business School, Madrid (January, 2013).

- Leadership and communication. How to generate credibility and influence, providing recommendations to the top management and the Board of Directors.

More information: marina.fernandez@corporateexcellence.org

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Transcript of "Programa formación "Global CCO""

  1. 1. The Global CCO The Global Chief Communications OfficerWashington, D.C. New York Madrid Global CCO 1
  2. 2. The Global CCO The Global Chief Communications Officer2 Global CCO
  3. 3. The Global CCO is a senior management program designed in partnership by two leadinginstitutions –ESADE Business School and Corporate Excellence - Centre for ReputationLeadership– and focused on the most critical topics to improve the knowledge and the skillsof the Global Chief Communications Officer (Global CCO). This new position represents theupdate of the traditional role of management communication by incorporating the publicagenda, the management of intangibles, and leadership, among others. Global CCO 3
  4. 4. Message from the Program Directors What Makes Corporate Communications Officers Successful? In a social environment where society expects companies to play a greater role in the management of the most relevant challenges that affect citizens, the Chief Communications Officer should guarantee that his or her organisation is conscious of the importance of managing these expectations, and of the impact of the appropriate management of the agendas shared between the business world and the public administration. This programme, “The Global Chief Communications Officer (Global CCO) - What Makes Corporate Communications Officers Successful?”, is a unique opportunity for professionals responsible for communication and the management of intangibles to strengthen their skills and develop the knowledge necessary to successfully confront the new era of the ‘reputation economy’. For this new scenario, excellent management of reputation, corporate brands, communication, public affairs and metrics constitute the key skills to successfully undertake the role of Chief Communications Officer. Those responsible for this role have to help companies and institutions navigate the ‘reputation economy’ with a true vision of the future, which today means more than ever: • Consolidate brand and corporate reputation management as essential levers to achieve excellence and company differentiation. • Contribute to the strengthening of both brand and reputation as key intangibles for the creation of strategic competitive advantages. • Demonstrate the financial profitability of intangible assets and resources in business results, and establish the indicators for their measurement.4 Global CCO
  5. 5. • Develop a management model for the business environment based on the management and strengthening of relationships with stakeholders.• Contribute to the recovery of society’s confidence in the role of companies and the public administration.We have designed an innovative programme that combines rigour and outstanding academic knowledge withthe most advanced business experience. It is a programme led by the ESADE Business School and the businessthink tank, Corporate Excellence – Centre for Reputation Leadership, and it is delivered in collaboration withGeorgetown University and Columbia University.Josep M. Oroval Ángel AllozaAssociate Professor CEO - Corporate Excellence -Director of the ESADE Brand Institute Centre for Reputation LeadershipDepartment of Marketing Management Global CCO 5
  6. 6. The Alliance GLOBAL POSITIONING The Global CCO combines the interdisciplinary teaching strengths of Corporate Excellence - Centre for Reputation Leadership and ESADE Business School. Corporate Excellence – Centre for Reputation Leadership (CE) Major Spanish corporations have joined together to launch a center of excellence, the Corporate Excellence - Centre for Reputation Leadership (CE), a think tank to promote corporate brand and reputation management as a strategic driver for business excellence. Goals: • To consolidate brand and reputation management as a strategic driver to achieve business excellence. • To introduce the role of a Chief Communications Officer (CCO) as a strategic corporate role, which adds value to the organization. • To show the financial return on the company´s intangible assets. • To create strategic alliances that support the relevance of reputation as an essential element of business management.6 Global CCO
  7. 7. ESADE Business SchoolWith more than half a century of experience, ESADE’s founding imprint reveals an identity that has stronglyinspired the institution’s focus, allowing it to contribute to society in a significant and innovative manner.Through training, research and social debate, ESADE has contributed, and will continue to contribute to:• Promoting an open vision of management, involving diverse organizations: companies, public authorities and non-profits.• Advancing the process of modernizing the Spanish economy and its successful internationalization over the last few decades.• Reinforcing innovation and enterprise, training entrepreneurs capable of implementing innovative and sustainable business models.• Teaching and promoting corporate social responsibility, combining the perspective of professional competence with a vision of leadership as a service and commitment to society. Global CCO 7
  8. 8. The Program Modular 3 week program 4 days per week Washington, D.C. New York Madrid Georgetown University Columbia University ESADE Business School Geopolitics. The role of Building on Knowledge. Leadership and the Company. Communication Communication. Credibility Strategy and management, brand and and excellent influencing Communication. reputation. and counseling capacities.8 Global CCO
  9. 9. MODULE 1 Geopolitics. The role of the company. Strategy and Communication Understanding geopolitics, business models and influence, and strategy development.Washington, D.C.• Understanding Geopolitics. The configuration of the world in blocks. Geopolitical risks and the large corporations.• Major issues in the public agendas of politicians, entrepreneurs and international organizations.• Political communication as a source of learning. Communication management in multilateral organizations and relevant institutions.• Acquiring a demanding reciprocal system of dialogue and the integration of the expectations of interest groups in order to build credibility, trust, and reputation: a new role for the company in the face of the Public Agenda. The company is part of the solution to the challenges facing humanity.• Communication and lobbying management. Global CCO 9
  10. 10. MODULE 2 Building on Knowledge Communication management, brand and reputation. Metrics and innovative global tendencies in Corporate Communication and Social Media. New York • Strategies for Corporate Communication, Reputation Management, and Reputational Risks. • Innovative Communication and Brand Management Trends. • Strategic Management of Digital Media and Communications. • New Roles and Relationships between Media Companies and Corporations.10 Global CCO
  11. 11. MODULE 3 Leadership and Communication Credibility, influence and counseling competencies (trusted advisor of CEO and the Board).Madrid• Leadership applied to the participant. Self-knowledge: personal (autonomous) and professional (organizational).• Communication and leadership styles. Influencing styles, power and coalition building.• Present and future of the CCO. New organizational models. Best practices. Global CCO 11
  12. 12. Special Program Features • Strengthen professional skills and personal development for the role of communication and reputation management and advice to senior management. • Acquire a global perspective and thorough knowledge of social reality and the major challenges facing the world and help shape the role of business in these global public agendas. • Develop the knowledge and personal skills to help organizations build sustainable perceived differentiation, strengthen relationships and align the organization with key stakeholders. • Reinforce the understanding of how communication, brand and reputation contribute to the continuous transformation and improvement of organizations and, likewise, the need to develop metrics to support such contribution. • Understand the challenges of leadership, the importance of values, responsibility, integrity and ethics. • Prepare to innovate and manage the future of communication and management of intangibles: new strategies to approach stakeholders, new technologies, content, communications framework, storytelling and new formulas of relationship with the media (half earn). • Effectively connect to the CE communications community world wide.12 Global CCO
  13. 13. ParticipantsDirectors of Communication who want to improve their skills for the new role of Chief Communications Officerrepresenting the future of the traditional role of management communication and intangibles in companies andinstitutions.Learning ModelDYNAMIC LEARNING INTERACTION• Presentations and in-depth conceptual explanations The key element of this learning model is undoubtedly the of the subjects by program faculty. participants themselves. By exchanging experiences, they enrich the knowledge acquired both in and outside of the• Analysis of examples and real life situations, with classroom. practical applications. Participant selection, group discussions, and working• Application of concepts through case studies and lunches are designed to promote dynamic exchange and group work. knowledge sharing among peers from different functional• In-depth look at the design and implementation areas and business sectors. Participants establish of strategy as well as the development of a more relationships with other managers and executives who competitive approach through several models. face similar challenges and, in doing so, create a network of contacts that lasts well beyond the classroom. Global CCO 13
  14. 14. Typical Module Chart MODULE 1 Geopolitics. The Role of the Company. Strategy and Communication Washington, D.C. - Georgetown University Monday Tuesday Wednesday Thursday Presentation and Introduction to Module 1 Expert Speaker of the White House Conclusion: Putting It All Case Study: World Whiskey Communications Together. Non-market Strategy. Department. Lunch Practitioner Workshops: Comparative Public Policy. International Institutions: Political Communications Closing module: Regions and Geopolitical Bretton Woods 1.0 and The and The Role of Public videoconference with Javier Tensions. Marketplace Thickens. Affairs Firms in Shaping Solana. Policy.14 Global CCO
  15. 15. MODULE 2Building on KnowledgeNew York - Columbia University Monday Tuesday Wednesday ThursdayStrategies for Corporate New Roles and Innovative Communication Strategic ManagementCommunication, Relationships between and Brand Management of Digital Media andReputation Management, Media Companies and Trends. Communications.and Reputational Risks. Corporations. LunchStrategies for Corporate New Roles and Innovative Communication Strategic ManagementCommunication, Relationships between and Brand Management of Digital Media andReputation Management, Media Companies and Trends. Communications.and Reputational Risks. Corporations. Global CCO 15
  16. 16. MODULE 3 Leadership and Communication Madrid - ESADE Business School Monday Tuesday Wednesday Thursday Leadership Applied to the Communication & Participant. Self-knowledge: Present & Future of the Leadership Styles. personal (autonomous) Project Presentations. CCO. New organizational Influencing Styles, Power and professional models. Best practices. and Coalition Building. (organizational). Lunch Leadership Applied to the Communication & Participant. Self-knowledge: Present & Future of the Leadership Styles. personal (autonomous) CCO. New organizational Program Conclusion. Influencing Styles, Power and professional models. Best practices. and Coalition Building. (organizational).16 Global CCO
  17. 17. CONTACTSESADE Business SchoolMs. Rocío MedinaProduct ManagerMateo Inurria, 25-2728036 Madrid, SpainPhone +34 913 597 714rocio.medina@esade.eduwww.exed.esade.eduCorporate Excellence –Centre for Reputation LeadershipMs. Anna RamzinaSagasta, 27 3º izq. B28004 Madrid, SpainPhone +34 914 451 818anna.ramzina@corporateexcellence.orgwww.corporateexcellence.org Global CCO 17
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