Without data, companies are blind and deaf. Little wonder that across the globe, the business and management sector is turning into the largest consumer of information technology and systems, driving key actions and strategic decisions with data.

But how does one make sense of the seemingly incomprehensible amount of information out
there? We show you how to conduct statistical and quantitative analysis, utilise explanatory
and predictive models, and apply fact-based management to turn those numbers into insights.




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

  • Develop a basic understanding of data analytics and its application.
  • Understand sentiment analysis theory, concepts and techniques.
  • Assess the value of data analytics implementation.
  • Evaluate public sentiments from information disseminated in social media.



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

  • Storytelling for Organisations, Brands & Leaders
  • Leadership and Communication
  • Transformative Strategy
  • Digital Media
  • Digital Marketing

Type of Course



Communication Management and Strategy

Credit Units

0.5 CU

Instructional Methods and Expectations

Lectures,discussions, case studies and guest talks


Class participation - 20%

Group Assignment based on hands-on lab exercise - 30%

Group Presentation on Case Analysis - 15%

Individual Test - 35%

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 - March - 4 (evening), 5 (evening) & 6 (full day) [Completed]

Run 2 - June - 22, 23, and 24 [Completed]

Run 3 - August - 24, 25, and 26 [Completed]

Run 4 - November 16, 17 and 18 [Available]

Instructor Profile


Michelle Cheong

Associate Professor of Information Systems (Practice)
Associate Dean, SIS Post-Graduate Professional Education


Prior to joining SMU, Dr Michelle Cheong had 8 years of industry experience leading teams to develop complex IT systems which were implemented enterprise-wide covering business functions from sales to engineering, inventory management, planning, production, and distribution.

Michelle has won several awards including the Most Promising Teacher Award in 2007 and the Postgraduate Professional Programme Development Award in 2013, both from the SMU Center for Teaching Excellence. In addition, she has recently bagged the inaugural Teradata University Network (TUN) Teaching Innovation Award 2013, which recognises excellence in the teaching of Business Intelligence and Business Analytics at the undergraduate, graduate and/or executive education levels.