Graduate Certificate in Communication Management


The mastery of communications is the mastery of your business. Understand and operations communications strategies for your enterprise.

Communications is the lifeblood of any organization. How you harness its limitless powers is your strategic business advantage. The ability to communicate effectively will evoke a myriad of emotions from your targeted audience. How these emotions positively affect your business is a well-honed skill that can taught through the application of several essential components of Communication Management. 


The ability to communicate using the right approach through the right audience is critical in the digital age where information moves through societies with blinding speed. Communications is the glue that binds all the facets of a modern business. Functions such as public relations, marketing, advertising, corporate communications will achieve better optimized outcomes with better understanding of communications management. 


SMU Academy is pleased to be able to offer the Graduate Certificate in Communications Management (GCCM) as the flagship credit bearing course where upon graduation, participants may choose to use the credits towards the SMU Masters in Communication Management. 



Next Course Starts On10 Jan 2019 (Thu) See Full Schedule
Fee SGD10272.00* (as low as SGD1161.60* after maximum funding) Learn more

Each module is conducted over 2 weekday evenings and a full Saturday.

Please refer to the respective modules stated below for the dates.



Stackable bite-sized credit bearing courses


All courses taken under the Graduate Certificate are credit bearing towards SMU’s Master of Science in Communications Management, which is one of Asia’s most established Postgraduate Programmes in corporate communications.



Module 1

Foundations Of Brand Storytelling (Credit Bearing)

Next course starts on: 31 Jan 2019 (Thu) (See complete schedule)


A good story sells. This has always been true right through the ages. Everyone loves a good story and that includes investors, your staff and your customers. An engaging story will help your organization channel ideals, core values, branding, beliefs much more effectively. It will help transform your loyal customers into true advocates and invigorate your staff and investors. Through the magic of storytelling, you can help transform your organization and how you communicate with your target audience. 


You will learn storytelling frameworks and processes that are employed to great effect by film makers and writers.  From this base, you will be able to craft authentic and engaging stories that evoke positive emotions from your respondents and drive appropriate responses. Brand storytelling skills are much sought after by many organisations in communications functions to develop compelling stories for investor pitches and marketing and brand building activities. 

You can choose to take this module only. Learn more
Module 2

Business Storytelling Studio (Credit Bearing)

Next course starts on: 14 Feb 2019 (Thu) (See complete schedule)


Building on your understanding on the ‘Foundations of Brand Storytelling’, you will learn about business story frameworks, presentation design, and non-verbal communications. These are the essential tools to help bring your story to life and bring it to the ‘next level’. To build familiarity with the subject matter, short lectures, engaging examples and lots of in-class exercises will nurture your natural ability for storytelling. 


By drawing your personal experience, prior knowledge and an array of new information, you will be able to process and formulate the best stories to present. These stories will motivate, simulate and evoke emotions to generate actions friendly to your strategic objectives. You will be able to write and deliver a business speech by the end of this module. 

You can choose to take this module only. Learn more
Module 3

Strategies for Persuasive Presentations in Businesses and New Ventures

Next course starts on: 25 Apr 2019 (Thu) (See complete schedule)


Presentations are vehicles to inform and persuade. Unfortunately, many presentations are forgettable because they are mundane and not captivating.  This course will help presenters be more engaging by astute analysis of the audience, as well as employ strategies that make presentations persuasive and memorable.


Engaging presentation serves to articulate ideas, concepts and values to the public, investors, customers and employees. The ability to communicate with appropriate and timely information to create lasting impact and action is often absent in presentations.  Experience how concepts in persuasion enable audiences to remember communication content and be moved to change attitudes and finally to act.


You can choose to take this module only. Learn more
Module 4

Building winning corporate culture for businesses and new ventures

Next course starts on: 02 May 2019 (Thu) (See complete schedule)


In this disruptive and challenging economic environment, how do you create an excellent work environment that attracts and retains top talent? How do you fuel passion in your employees and nurture creativity and innovation? How do you stay ahead of your competition by consistently delivering amazing products and services with great customer experience? The answer is by building a strong company culture. A strong company culture is the one thing that separates successful companies from mediocre ones.

However, building a strong company culture isn’t easy. It takes wisdom, strategy and deep dedication and effort, that is why unfortunately most companies have weak cultures. They haven’t made culture a priority or simply don’t know how to go about building their culture.


This timely and novel foundational course empowers participants with the wisdom and tools to design and build the foundations for a winning culture, that creates a successful company that employees love, customers adore and the industry admires.

You can choose to take this module only. Learn more
Module 5

Digital Marketing - Social Media Marketing (Credit Bearing)

Next course starts on: 24 Jan 2019 (Thu) (See complete schedule)


As an effective,cost-effective digital marketing technique,social media comes with several tools, which you can master to increase both the productivity and effectiveness of your campaigns. You will find out how well-planned Content Strategy and how proper landing page optimisation play significant roles in the Conversion Funnel framework.

You can choose to take this module only. Learn more
Module 6

Digital Marketing - Search Engine Marketing (Credit Bearing)

Next course starts on: 10 Jan 2019 (Thu) (See complete schedule)


You will also discover the power of Paid Search and Search Engine Optimisation to increase the productivity and effectiveness of digital marketing campaigns. Find out how the significant roles played by a well-planned strategy and proper Landing Optimisation in your Conversion Funnel contribute to the success of your marketing endeavors and decisions in a competitive environment.

You can choose to take this module only. Learn more

Fees and Funding


Full Fee: S$10,272 per pax (including GST)

SkillsFuture Singapore (SSG) Funding for Individuals:

  • S$3,081.60 (including GST) for Singapore Citizens and Singapore Permanent Residents
  • S$1,161.60 (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  As courses in this professional certificate have been modularised, participants will need to identify which course to apply credits for.


Start Date(s)

Speaker/Trainer Bio

Prof Ong Siow Heng

Professor of Corporate Communication Education

Dean of International Affairs

Director of the Centre for Scholar Development

Mr. Ashok Miranda 

Former Creative Director/Producer (Disney Television Asia) 

Mr. Adrian Chye

Adjunct Lecturer

General Manager - Mediafreaks Group

Additional Details

Admission Requirements

A good Bachelor's degree from a recognised University. Diploma holders from a recognised polytechnic with at least 3 years of relevant working experience will be favourably considered.


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