Writer Rudyard Kipling once said, "If history were taught in the form of stories, it would never be forgotten.''. Cultivating an authentic, trustworthy and compelling narrative has become increasingly important to the success of a leader. The same can be said of any business brands or organisations.

If leaders could become more effective at story telling or story making, they could communicate to inspire talent to excel; to partner with investors and communities; to engage with customers and clients and to grow their impact in the world as part of a global community.


If marketers could become better at brand storytelling using different media, they could potentially etch their brands in the minds of millions. At least we would remember them longer than the 30 seconds we remember of their banner ads. With the rapid decline in interrupt advertising, it has become even more critical for business brands to reach their net savvy audiences in ways beyond banners and paid marketing ads.


If companies could become more effective in using stories, they could communicate their values and build trust and connection with employees and customers. In fact, some of the successful companies in the world such as Microsoft, Motorola, Procter & Gamble, NASA, and the World Bank, have been known to use stories very intentionally as a communication tool.


Learn from our experts how to develop storytelling and storymaking success with all constituencies; initiate an effective voice for crisis; interact well through social and third party media; and communicate a vision for your organisation.


Participants' Profile (based on past runs)

The programme is generally very well subscribed with participants coming from various organizations such as  CNBC Asia, NParks, RSAF, Mindchamps, ITE, amongst others.  




By the end of the course, you will be able to:

  • Explain the value of storytelling for multiple purposes
  • Tell authentic, engaging stories crafted for various audiences and stakeholders
  • Develop effective listening skills and understand their importance to telling powerful stories



Upon completion of this module, you will be awarded a transcript and 0.5 CU as part of SMU's Master of Science in Communication Management.

You will also be awarded a Graduate Certificate in Management Communication and Strategy by completing five additional courses on

  • Leadership and Communication
  • Transformative Strategy
  • Data Analytics
  • Digital Media
  • Digital Marketing

Type of Course



Communication Management and Strategy

Credit Units

0.5 CU

Instructional Methods and Expectations

Lectures, discussions and real life case studies


25% on class participation and in-class exercises and 75% on assignment.

Module Fees

S$1,500 (before GST), S$1,605 (after GST) for non-native participants.

Skillsfuture Singapore Funding:
S$1,380.00 (after GST) for Singaporeans below 40 and Permanent Residents.
S$855 (after GST) for Singaporeans age 40 and above.

Skillsfuture credit is also applicable for this course. 

PIC claimable.


This course is designed for you if you are responsible for supporting or managing strategic communication functions in your organisation or if you are keen to gain a better understanding of the strategies to enhance corporate communications.


Preferably, you should be someone who has attained a good Bachelor's degree. Polytechnic graduates with at least three years of relevant working experience are welcome to apply.

Course Dates

Run 1 : Apr - 5 (evening), 7 (evening) and 8 (Saturday full day) [Completed]

Run 2 : May - 24 (evening), 26 (evening) and 27 (Saturday full day) [Completed]

Run 3 : July - 27, 28, and 29 [Completed]

Run 4 : October - 26, 27, and 28 [Available]


Instructor Profile


Dr Mark Chong (SMU Faculty)

Associate Professor of Corporate Communication (Practice)
Academic Director, MSc Communication Management


Mark Chong is an award-winning educator as well as a scholar and author in the fields of corporate reputation and communication. He is the recipient of both the "Excellent Teacher" and "Most Promising Teacher" awards at SMU. He also has extensive experience in building both undergraduate and postgraduate academic programs.


Mark received his Ph.D. from Cornell University. He is also an alumnus of the Global Colloquium on Participant-Centered Learning (GLOCOLL) at Harvard Business School. Prior to joining academia, he worked for close to a decade as a communication executive in both client and consulting roles.


Beyond academia, Mark has contributed his advice to a number of governmental agencies and industry bodies, including the Workforce Development Agency, the Genetic Modification Advisory Committee of Singapore, and the Association of Accredited Advertising Agencies.


Ms Janice Armstrong

Janice Armstrong is a corporate affairs professional with more than 30 years of experience in communications, government affairs, crisis and issues management and sustainability in Asia, Latin America and North America.  She is a Senior Advisor with Vriens and Partners, a government affairs consultancy covering South East Asia, and an associate with CS&A, a leading company in the field of Risk, Crisis and Business Continuity Management.  During the past decade in Asia, she held senior Vice President positions in Government and Corporate Affairs with several companies in the food, agriculture and pharmaceutical industries including Monsanto, GlaxoSmithKline (GSK) and Mondelez International. Adept at working in the complex and culturally diverse Asia region, she has also counseled senior business leaders on public speaking, government affairs strategy, issues and crisis management, and corporate communications including media relations.


In addition, Janice has extensive international media relations experience and has worked with reporters from numerous news outlets including 60 Minutes, New York Times, Washington Post, Wall Street Journal, ABC News, CNBC International, Reuters, South China Morning Post, Times of India and Economic Times.  She has comprehensive government affairs experience and has worked with governments in multiple countries. She has designed strategic government affairs plans, including detailed stakeholder mapping, aimed at supporting business goals. She has dealt with global and regional issues covering brand and product safety, major product regulatory and scientific issues, negative government policy decisions, coordinated campaigns by special interest groups and a variety of other government affairs issues.


Janice has held several leadership positions in the business and public policy sector in Asia including past board member of the Singapore American Chamber of Commerce and the US-ASEAN Business Council. She has also chaired the ASEAN Task Force for PhRMA, a pharmaceutical industry association. She has received several awards throughout her career from the Public Relations Society of America and was nominated for the Public Affairs Asia Gold Standard Award for Professional Excellence in 2012. Prior to her corporate career, Janice was a press secretary for a political party in Canada and a political lobbyist for a Canadian teachers’ union.