Foundations Of Brand Storytelling (Credit Bearing)


Everyone loves a good story and that includes investors, your staff, and your target market. Get to know the principles and the craft of storytelling for brands and organisations. You will learn storytelling frameworks and processes using the same methods of studio pedagogy familiar to artist and designers. These will enable you to craft authentic and engaging stories that inspire by being responsive to your audience.


Run 3: 26-28 July 2018 [FULLY SUBSCRIBED] 
Run 4: 18-20 October 2018 [NOW OPEN FOR REGISTRATION!]


You will also understand the communication and media contexts in which stories are created, shared and experienced. Many organizations in strategic communications functions are bound to find particularly helpful for developing compelling stories for investor pitches and/or other marketing activities.

Next Course Starts On18 Oct 2018 (Thu) See Full Schedule
Fee SGD1712.00* (as low as SGD193.60* after maximum funding) Learn more

2 weekday evenings (7pm to 10pm) and a Saturday (9am to 6pm)

Learning Objectives

By the end of the course, participants 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 the importance to tell powerful stories.

Work towards a bigger goal

This module is part of:

Graduate Certificate in Communication Management

Learn more

Who Should Attend

  • Entrepreneurs and aspiring entrepreneurs
  • Managers/Leaders of stratgeic communication functions in an organization
  • Marketing/corporate communication professionals/executives
  • Content strategists
  • Social media specialists
  • Advertising copywriters



An assessment will be conducted at the end of the course.


Upon meeting the minimum attendance requirement and passing the assessment, participants will receive an Electronic Transcript Letter.

Upon completion of the other 5 relevant modules, participants will receive the Graduate Certificate Of Communication Management.

Terms & Conditions Apply

Instructional Methods and Learning Activities

Lectures, Discussions, Case Studies

Fees and Funding


Full Fee: S$1,712 per pax (including GST)

SkillsFuture Singapore (SSG) Funding for Individuals:

  • S$513.60 (including GST) for Singapore Citizens and Singapore Permanent Residents
  • S$193.60 (including GST) for Singapore Citizens aged 40 years and above



SkillsFuture Series 
Course fee grant at 70% of course fees (excluding GST) for participants who are successfully enrolled by SMU into approved courses under the Programme. Participants must be Singapore Citizens or Singapore Permanent Residents.

SkillsFuture Mid-Career Enhanced Subsidy ("MCES")
Up to 90% of course fees for Singapore Citizens aged 40 years and above

Enhanced Training Support for SMEs ("ETSS")
Up to 90% of course fees; and 80% of basic hourly salary capped at $7.50/hr for local employees of SMEs

SkillsFuture Credit
Singapore Citizens aged 25 and above, and self-funding may use their SkillsFuture Credit (up to S$500) to defray part of the course fee. Please click User Guide on how to submit your claim. SkillsFuture Credit claims may be submitted by logging in via


SkillsFuture Course Code*: CRS – N – 0044894


SkillsFuture Course Name*: Foundation of Brand Storytelling


* Important Note: Participants claiming SkillsFuture credits should locate the course in Training Exchange using the Course Code / Name


    Start Date(s)
    Intake Information

    Run 1: 14 March 2018(Wed)[COMPLETED]

               ,16 March 2018(Fri)

               ,17 March 2018(Sat)

    Run 2: 17 May 2018(Thu)[COMPLETED]

              , 18 May 2018(Fri)

               ,19 May 2018(Sat)

    Run 3: 26 Jul 2018 (Thu)[COMPLETED]

              , 27 Jul 2018 (Fri)

              , 28 Jul 2018 (Sat)

    Run 4: 18 Oct 2018 (Thu)

               , 19 Oct 2018 (Fri)

               , 20 Oct 2018 (Sat)

    Note : This module is conducted over 2 weekday evenings (7pm to 10pm) and a Saturday (9am to 6pm).

    Speaker/Trainer Bio

    Dr. Mark Chong

    Associate Professor, Corporate Communication (Practice)

    Fellow, SMU Academy


    Dr. Mark Chong is passionate about the potential of education to transform lives. His teaching has won him the SMU Teaching Excellence Award (Postgraduate Professional Programs), the Excellent Teacher Award, and the Most Promising Teacher Award.


    In addition to undergraduates and postgraduates, Mark has taught executives at Pernod Ricard, Mondelez, Sembcorp, SingHealth, United Technologies, and Bio-Rad.


    As a thought leader, Mark has written widely on strategic communication and spoken at industry forums such as the Asia-Pacific Association of Communication Directors, the Edelman Trust Barometer forum, and Digitec.  His views have been sought by global communication firms such as Wieden+Kennedy, Kantar Futures, and TBWA. 


    Mark received his Ph.D. from Cornell University. Prior to joining academia, he worked as a senior communication professional in both client and agency consulting roles.

    Additional Details


    • Good Bachelor's Degree
    • Diploma Holders with at least 3 years of working experience


    Share this module