Personal Leadership and Business Success Series: Management Efficacy

Programme Code: CRS-N-0045895 (Funding Validity Period: 22 Mar 2018 - 30 Sep 2020) | This module is part of Personal Leadership and Business Success Series


This module aims to demystify what Analytics is, what it is good for (and not good for), and what are the business issues it can help address

Analytics is one of the new hot buzzwords in business. It is touted to improve companies’ efficiency, service levels, and profits and help achieve organisational goals. Can Analytics really do all these? This 2-day module aims to demystify what Analytics is, what it is good for (and not good for), and what are the business issues it can help address. The module also seeks to clarify the difference between analytics and benchmarking of best practices/metrics and profiling, as well as emphasize the importance of linking business initiatives – be it customer or human capital related – to the desired business outcomes.

Next Course Starts On13 Aug 2019 (Tue) See Full Schedule
Fee SGD2011.60* (as low as SGD133.48* after maximum funding) Learn more

2 days


Singapore Management University

Learning Objectives
  • Ability to leverage on analytics to grow customer equity through customer acquisition, retention and growth.
  • Ability to better manage talent and optimise human capital through the use of analytics.


Participants who successfully completed and passed the module may enhance their analytics skills at an advanced level by attending the Certified Analytical Professional programme.

Work towards a bigger goal

This module is part of:

Personal Leadership and Business Success Series

Learn more


Day 1

day 2

Day 2

day 2

Who Should Attend

Business leaders who are responsible for driving business growth in their organisations.


Participants have to meet a minimum attendance rate of 75% and are required to complete the formal assessment. Only upon passing of the individual written assessment and successful completion of each module, will participants be issued a Certificate of Completion.

Learning Activities

Leveraging on SMU’s distinctive pedagogy for interactive, discussion driven and thought provoking seminar-style teaching, we aim to provide our participants with the ability to translate the learning and insights into practice at the workplace. A variety of teaching methods such as experiential learning, role plays, case discussions, presentations, exercises and oral questioning will be employed by the programme’s faculty in the training sessions. There will also be an individual written assessment at the end of every module which serve to assess a participant’s understanding of the subject matter.

Fees and Funding

FULL FEE S$2,011.60* per person

For Singapore Citizens / Permanent Residents

Fee payable to SMU after 70% SSG FundingS$603.48* per person


Fee payable to SMU after 70% SSG Funding & 20% SkillsFuture Mid-Career Enhanced SubsidyS$227.48* per person
For Singapore Citizens aged 35 years & above (13 years & above for Persons with Disabilities) earning a monthly income of not more than SGD2,000Fee payable to SMU after 70% SSG Funding & 25% Workfare Training Support SchemeS$133.48* per person
For SMEs* sponsoring their employees who are Singapore Citizens / Permanent ResidentsFee payable to SMU after 70% SSG Funding & 20% Enhanced Training Support for SMEs (Please refer to below for ETSS criteria)S$227.48* per person

*incl 7% GST

Fees include:
  • tuition
  • course materials
  • instructor's fee
  • 2 tea break refreshments per day (excl. lunch) during the module
  • 1 assessment per person for each module.
Re-assessment fee at SGD481.50 (incl. 7% GST) per attempt, up to a maximum of 2 re-assessments per person for each module. Please note that re-assessment fee is not supported by the SSG Funding.

The first re-assessment has to be taken within 2 weeks after the notification of result. The first re-assessment will be held on a weekday specified by SMU Academy and conducted from 6.30pm to 8.30pm.

SkillsFuture Credit

Singapore Citizens aged 25 and above, and self-funding may use their SkillsFuture Credit (up to SGD500) to defray part of the course fee.  With effect from 19 May 2017, SkillsFuture Credit claim will only be paid directly to the training provider from SkillsFuture Singapore.  Claim should be submitted via the Training Exchange (click here) and SMU Academy has to be informed on the Claim ID no. and claim amount in order for the correct payable course fee amount to be reflected on the invoice.  Please click here for the SkillsFuture Credit Booklet / User Guide on how to claim for SkillsFuture Credit. 

IMPORTANT For each module, please search for respective course codes for your SkillsFuture Credit claim submission:

Module 1   Personal Effectiveness     CRS-N-0045893
Module 2   Management Efficacy      CRS-N-0045895
Module 3   Business Excellence         CRS-N-0045894

Absentee Payroll

Companies who sponsor their employees for the programme are eligible to apply for absentee payroll via the SkillsConnect system.  For more information, please visit SkillsConnect.

Enhanced Training Support for SMEs

SMEs must meet all of the following criteria:

  • Organisation must be registered or incorporated in Singapore
  • At least 30% local shareholding by Singapore Citizens or Singapore Permanent Residents
  • Employment size of not more than 200 (at group level) or with annual sales turnover (at group level) of not more than SGD100 million
  • Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
  • Trainees must be Singapore Citizens or Singapore Permanent Residents
Union Training Assistance Programme (UTAP)

All NTUC union members and self-funding are eligible for UTAP funding (up to SGD250 per annum).  Please click here for more information on UTAP and application. 


Start Date(s)
Intake Information
Intake 112 – 13 Feb 2019 (9.00am - 6.00pm)Confirmed to Commence
Intake 213 – 14 Aug 2019 (9.00am - 6.00pm)Open for Registration

Speaker/Trainer Bio

Chief Executive, Blue-dge Analytics and Consulting
SMU Adjunct Faculty

Raymond is a thought-leader in the field of data analytics.  He has been the anchor of SMU’s CRM and data-driven insights programmes for both undergraduate and postgraduate levels for a decade.   He is highly sought after as a speaker by international conference organisers in these specialised fields.  Some of the topics he has spoken on recently include ‘Developing an effective customer intelligence framework to drive retention’, ‘Ensuring superior customer information and knowledge through better design and analysis of information’, ‘Winning the number game: Transforming valuable customer data & information into customer intelligence’, and `Unleash the full power of customer relationship management: The total customer intelligence and holistic implementation approach’.   He regularly contributes to the Singapore Business Review. 

Raymond is the Chief Executive of Blue-dge Analytics and Consulting, a company formed by a team of high calibre research and advisory staff to offer consultancy and advanced research services to clients. In 2005, London Weekly Telegraph regarded it as the “best-in-class, dynamic, exciting and shaking up the world of insights”. Other publications such as the Singapore Business Review had regarded his company as the ‘gem of top companies’.  In 2009, Raymond received the Spirit of Enterprise award in Singapore.  He had leveraged on his expertise in the field of data analytics and expanded his consultation to include both customer analytics and HR analytics, with the latter being an important focus for his company.

Additional Details

SkillsFuture Skills Framework

This module is approved under the SkillsFuture Generic Skills and competencies (GSC):

  • Resource Management (Intermediate)
  • Decision Making (Intermediate)
  • Sense Making (Intermediate)


Programme Registration

Registrants are required to submit the following supporting documents via the registration system at the point of registration:

  1. Highest qualification certificate (scanned copy); and
  2. Updated Curriculum Vitae;
  3. Any other supporting documents e.g. company's recommendation letter, organisational chart


Certified Professional Business Manager (CPBM)

The Personal Leadership and Business Success programme is part of the Professionals Management Toolkit (PMT) Series. Participants who successfully complete 6 programmes offered by SMUA-HCML within 5 years will receive the Certified Professional Business Manager (CPBM). For example:

Please click here for CPBM details and list of programmes. 




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