Digital tools are changing the face of communication – and nowhere is this truer than in the Asia-Pacific region. With one of the highest rates of social media adoption in the world, networks have enabled new forms of organisation that are dramatically reshaping the face of business and the communications practice.

Yet, the region is also abound with challenges. As a communications practitioner, how do you tap into the power of social engagement to overcome traditional business challenges? What is an appropriate strategy for navigating the range of cultural and regulatory practices across different countries? Is there any trick to overcoming the low internet penetration rates in various emerging markets?




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

  • Understand the mechanics of networks and how it explains basic digital phenomena such as virality, crowdsourcing, communities, sharing, influence and more;
  • Understand the different digital usage patterns within Asia Pacific's major markets;
  • Craft a data-driven strategy for content marketing, sales, and online payments;
  • Discuss social media analytics, ROI, and the decision-making implications of the data; 
  • Explain the management implications of real-time communications and big data.



This course is credit-bearing and can be stackable to a master degree. Upon its completion, 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 and Leaders
  • Leadership and Communication
  • Transformative Strategy
  • Data Analytics
  • 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


In-class participation - 20%

Quiz based on readings - 15%

Case write-up - 15%

Written examination - 50%

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 - April - 27 (evening), 28 (evening) & 29 (full day) [Completed]
Run 2 - Jun 29(evening), 30 (evening) & Jul 1 (full day) [Limited Seats]
Run 3 - Sep 21 (evening), 22 (evening) & 23 (full day) [Available]
Run 4 - Nov 2 (evening), 3 (evening) & 4 (full day) [Available]


Instructor Profile


Michael Netzley
Academic Director, SMU Executive Development


An award-winning executive development facilitator, consultant and coach, Dr Michael Netzley has more than 25 years of tertiary educational experience. His efforts have been recognised with the prestigious 2011 Champions' Award for innovative course design and delivery, and again in 2015 with the Best Case Study award from EFMD. Michael has designed and delivered strategic leadership and change programmes for APAC-based executives at Credit Suisse, BNP Paribas, IBM, 3M, (HG, TCS, Unilever, GSK, Bayer, Singapore Airlines, Singapore Power, SingHealth, and Singapore's MFA and MOE.

Prior to joining SMU, Michael had taught in Argentina, Finland, Germany, Japan, Slovenia and the USA. His courses, books, and case studies have been featured in the New York Times, MIT's Technology Review, Communication World magazine, Channel News Asia, and Business Communication Quarterly.