In today’s world, an issue can strike at any time with the potential to cause reputational and operational damage. How will you prepare and respond?
Join us at the University of Toronto for a three-day executive education program (August 6 to 8, 2024) comprising six courses from globally acclaimed faculty and industry experts resulting in a University of Toronto Certificate of Professional Achievement in Strategic Communications and Issues Management.
Our interactive curriculum equips leaders and administrators with skills to:
- Navigate strategic planning across competitive environments.
- Analyze current and emerging trends in social media.
- Understand the capabilities and limitations of data-driven decision making.
- Develop robust strategies, messaging and spokespersons for internal and external communications.
- Integrate AI into workflows and address ethical questions related to generative technologies.
- Create and deploy a crisis strategy matrix.
- Handle hostile interviews.
Courses & Instructors
When people talk about policy failures and market failures, they usually focus on issues like monopolies or externalities. But these failures are not solely due to firm-level or supply-side problems. Individual irrationality or bias also interferes with optimal market function. When consumers cannot comprehend information relevant for a potential decision or have particular biases that may prevent them from understanding problems or various perspectives other than their own experience.
Avni Shah is an Assistant Professor of Marketing in the Department of Management at the University of Toronto Scarborough, with a cross-appointment to the Marketing area at the Rotman School of Management and the Munk School of Global Affairs. She earned her doctorate in Marketing at Duke University’s Fuqua School of Business and her bachelor’s degree from Dartmouth College, double majoring in Psychological and Brain Sciences and Religion. Using field and laboratory data, she investigates how payment influences consumer decision- making and consumer well-being particularly in financial and health contexts. Her research has covered a broad range of topics, such as looking at how paying with different forms of payment influence purchase behavior and how paying a surcharge on unhealthy food items influences unhealthy food consumption. Her work has been published in the Journal of Consumer Research, Journal of Marketing Research, Proceedings of the National Academy of Sciences: Nexus, Journal of Urban Economics, Psychological Science, and the Journal of the Association of Consumer Research.
A crisis can strike at any time and destroy your company’s reputation, community goodwill and operational efficiency. It can happen in a flash or bubble under the surface for months at a time. Either way, you need to be prepared in advance to quickly and accurately communicate about what happened, why it happened and what you are doing to address it. Maple Leaf Foods, and contrasting and comparing the clean water disasters of Walkerton Ontario and Flint Michigan— participants will uncover both the theory and the practical applications of how to develop and deploy a crisis strategy matrix, and how to handle a hostile interview.
Julia Oosterman is a 28-year veteran in communications and marketing and has spent her career within four key sectors: education, healthcare, telecommunications and insurance. Currently the Vice- President of Marketing and Communications of Canada’s largest college, Conestoga, Julia worked prior to this in executive roles at the University of Toronto and Bluewater Health, a multi-site hospital during the pandemic. With extensive experience in the communications, marketing and public relations fields she has worked with some of the most iconic brands over her career, including the Olympics, Bell, Sony, Dell, and Telus to name a few. Julia has won over 25 awards in the past three years for her work in communications, crisis and change management, media relations, corporate social responsibility, and leadership. She is a regular contributor and mentor with both the Canadian Public Relations Society and the International Association of Business Communicators (IABC) and holds several national and international mandates within IABC. She was also a part-time faculty member at Lambton and Fanshawe colleges. Julia received a BAA in Radio & Television Arts from Toronto Metropolitan University and is currently pursuing a Master of Public Relations degree from Mount Saint Vincent University. Julia is a much sought after speaker internationally having been a guest presenter at IABC World Conference several years running. In 2021 Julia was named the Outstanding Communicator of the Year by the same organization.
Led by Joe Gagliese, co-founder and CEO of Viral Nation—a global digital and social agency group driving growth and connection through performance and innovation—participants will tour Viral Nation’s headquarters and learn directly from the industry how to improve communications via social media. Topics include:
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Current and emerging trends in social media
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Recent social media crises as case studies
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Leveraging technology to mitigate risk.
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Future forward, how do we leverage social media to build a better brand?
Joe Gagliese is co-Founder CEO of Viral Nation. A born entrepreneur, Joe launched his first venture— selling recycled paintballs—when he was just 12. Later, his passion for technology and bringing ideas to life led him to partner with his high school friend, Mat Micheli. Together, they launched a series of ventures, including Viral Nation in 2014. As Viral Nation’s Co-CEO, Joe has led the company’s transformation from a leading influencer marketing agency to a multi-faceted powerhouse that includes a full-service marketing and intelligence agency, a talent management service for creators, athletes and influencers, and a technology division. With representation in eight countries and the world’s largest managed influencer network, Viral Nation fuels growth for the world's leading brands including but not limited to: Disney, Anheuser-Busch, Baidu, Campbells, The Coca-Cola Company, Intuit, Logitech, Match.com, Meta Platforms (formerly Facebook), Microsoft, Tencent, Uber, and Vivid Seats. A recognized expert in influencer marketing and social technologies, Joe is regularly cited in outlets including The New York Times, Wall Street Journal, WIRED, CNBC, Vox, Business Insider, Forbes, and Inc. Joe’s lifelong passion to inspire and mentor rising entrepreneurs has led to him teaching marketing courses at institutions across North America and becoming the first Entrepreneur in Residence at the University of Toronto Scarborough Department of Management. Partnering with the University of Toronto, Joe has launched and will sponsor a first-ofits- kind scholarship that doesn’t have a grade requirement but rather places higher value on recipients’ business acumen, potential and entrepreneurial instincts.
The Strategic Mindset course is designed to empower participants with a clear understanding of how to navigate and excel in strategic interactions within the business landscape and beyond. This course illuminates the complexities of strategic dynamics that arise when the outcomes of our decisions are intertwined with the actions of our rivals. Participants will engage with foundational concepts inspired by applied game theory, presented in an accessible, non-technical manner. The curriculum is enriched with a plethora of practical examples, ensuring that learners can easily apply these strategies to real-world scenarios. By the end of this course, students will be equipped with a strategic toolkit that enhances their decision-making skills, boosting their strategic thinking and confidence in both professional and personal contexts.
Jean de Bettignies is Professor of Strategic Management in the Department of Management at the University of Toronto Scarborough, with a cross appointment to the Strategic Management area at the Rotman School of Management. His research examines applications of contract theory to competitive strategy, non-market strategy, entrepreneurship/innovation, organizational economics and industrial organization. His work has been published in top-tier academic journals including Journal of Labor Economics; Management Science; Journal of Law, Economics and Organization; Journal of Industrial Economics; Journal of Economics and Management Strategy; and International Journal of Industrial Organization. Jean received his PhD and his MBA from the Booth School of Business at the University of Chicago in 2001. He also holds a BSc in Economics from the London School of Economics and a MA in Economics from the Université Catholique de Louvain. Prior to joining the University of Toronto, Jean was Distinguished Professor of Business Economics at the Smith School of Business at Queen's University, where he received the Research Excellence Award in 2014; the Full-Time MBA Teaching Excellence Award in 2016; the Master of Finance-Beijing Professor of the Year Award in 2019; and the Master of Finance-Toronto Professor of the Year Award in 2016, 2017, 2018, 2019, 2020, and 2022.
In the rapidly evolving digital landscape, the strategic application of data analytics emerges as a pivotal force driving innovation, efficiency, and competitive advantage across the communication sector. This three-hour, interactive course will discuss the fundamental principles of what data can (and sometimes cannot) do for an organization, discuss best practices, common pitfalls, and typical directions to integrate cutting-edge technologies such as artificial intelligence and machine learning into existing workflows. We will also address the ethical considerations and challenges inherent in data analytics, emphasizing the importance of responsible data management and analysis through case studies.Attendees will leave with a deeper understanding of how to effectively leverage data analytics to not only extract meaningful insights but also drive tangible outcomes and foster a culture of innovation and data-driven excellence within their organizations.
Andre Cire is an Associate Professor in Operations Management and Analytics at the University of Toronto Scarborough, cross-appointed with the Rotman School of Management, and an Associate Chair in Strategic Initiatives and External Relations. His work focuses on both methodology and practice of data analytics, with applications in healthcare, social good, and supply chain. He completed his Ph.D. from Carnegie Mellon University in Operations Research in 2014, and received the Gerald L. Thompson Doctoral Dissertation Award at Carnegie Mellon University, the INFORMS Computing Society Best Student Paper Award, the Research Excellence Award at the University of Toronto Scarborough, and more recently an honourable mention at the INFORMS Computing Society Prize in 2023. Andre serves in senior roles in journals and Artificial Intelligence conferences such as AAAI, ISMP, and CPAIOR.
This half-day workshop is designed to recognize and examine current public relations and communications strategies focusing on North American best practices. It will highlight identification of key elements required in a public relations strategy and communicating the importance of proper public relations planning within a business or organization. Reference will be made to specific examples of PR strategies and will be discussed to raise awareness of effective tactics and applications. The seminar also includes discussion on other communication methods including the role of the media, stakeholder and community engagement. Participants will also gain significant understanding of the issues management process within PR strategies.
Gino Cavallo is currently a partner in Cavactis Communications, assisting clients with communication strategies, media relations and social media. He recently completed a seven-year tenure as an instructor in the Public Relations and Event Management program at Sault College in Sault Ste. Marie, Ontario. After studying communications at the University of Windsor and broadcast journalism at Fanshawe College in London, Ontario, Gino has worked as a broadcast journalist for over 35 years. He also has experience in public relations, marketing and sales. Gino brings a passion for public speaking and active involvement in his community, having sat on various boards and committees.
Three-Day In-Person Program
Tuesday, August 6 to Thursday, August 8
Early Bird: $3,900 CAD plus HST if registered and paid by June 28.
After June 28: $4,400 CAD plus HST.
Download Our Brochure Launch Registration Form
Immersive on-campus experience
The program features a U of T professor as your dedicated mentor and guide, an evening of networking with U of T faculty members and communications industry experts within a relaxed social atmosphere, as well as a site tour of and inside look at Viral Nation: the global leader in social media transformation and commerce.
