MASTER OF SCIENCE IN COMMUNICATION … SCIENCE IN COMMUNICATION MANAGEMENT ... Lee Kong Chian School of Business Singapore Management University ... International …

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S I N G A P O R E M A N A G E M E N T U N I V E R S I T Y

SMU MASTER OF SCIENCE IN COMMUNICATION MANAGEMENT

Message from the Academic Director

Call +(65) 6828 0882www.smu.edu.sg/mcm Email [email protected]

MASTER OF SCIENCE IN COMMUNICATION MANAGEMENT MASTER OF SCIENCE IN COMMUNICATION MANAGEMENT

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Thank you for your interest in the Master of Science in

Communication Management – the first and only programme of its

kind in Southeast Asia. As a student in this 12-month programme,

you will learn from leading professors at SMU and our partner

universities – USI in Lugano, Switzerland; and the UCLA Anderson

School of Management in the US.

The Master of Science in Communication Management develops

leaders who can play a strategic communication role in

Message from the Dean

Businesses and organisations in Asia are under tremendous

pressure to better manage their reputation. Financial volatility,

a better-educated public and the demands of digital media

make this a necessity. Managing an organisation’s communication

has never been in higher demand, but it has also never been

more complicated.

In response, Singapore Management University (SMU) is offering

Southeast Asia’s first Master of Science in Communication

Management (MCM). A joint programme with the

world-renowned Executive Master’s in Communications

Management at USI in Lugano, Switzerland, it includes five

modules taught at the UCLA Anderson School of Management.

This rigorous, part-time programme offers a postgraduate university

degree right in the heart of Singapore and also takes students to

Switzerland and Los Angeles. Within 12 months, you will interact

with many of the world’s leading corporate communication faculty

members and industry practitioners. Exposure to industry realities

is balanced with an emphasis on the latest research-based

knowledge necessary for students to succeed in their chosen

career paths. A core aim of the programme is to develop leaders

and innovators with the requisite skills to excel in different business

environments, whether corporate or entrepreneurial.

Providing an exceptional and transformative learning environment,

SMU is committed to nurturing graduates who create a positive

impact, within the workplace and in our society. I invite you to

take a look at the programme and get in touch with us to explore

this master’s programme.

Professor Gerry George

Dean, Lee Kong Chian School of Business

Singapore Management University

organisations and manage communication across culture and

media. I truly look forward to welcoming you in the near future.

Sincerely,

Dr Mark Chong

Academic Director, MSc in Communication Management

Associate Professor, Corporate Communication (Practice)

Area Coordinator, Corporate Communication

Lee Kong Chian School of Business Lee Kong Chian School of BusinessPostgraduate AdmissionsSingapore Management UniversityAdministration Building81 Victoria StreetSingapore 188065

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Sincerely,

Dr Mark Chong





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Sincerely,

Dr Mark Chong





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“The programme is designed to enable working professionals

to enhance their knowledge of the larger communication

sphere. I have gained so much from the interactions with

the professors and my classmates and I continue to use

this knowledge in the course of my daily work. The course

has allowed me to challenge myself and gain confidence in

being strategic as a communicator. Most importantly, I am

thankful to have been able to forge strong friendships with an

amazing group of people and to go on this journey with them.”

Alan Chua Recruitment Marketing Manager,Philips

“Interactions with my professors and classmates have

helped broaden my perspective and knowledge base.

I would recommend this programme to communication

practitioners seeking a step-up in their career prospects,

in addition to gaining insights into the strategic and social

value of our profession, which is in increasing demand in

today’s fast-paced, globalised world.”

Aida Gao YuHead of Corporate Communications, Greater China Rolls-Royce

About MCM

MASTER OF SCIENCE IN COMMUNICATION MANAGEMENT MASTER OF SCIENCE IN COMMUNICATION MANAGEMENT MASTER OF SCIENCE IN COMMUNICATION MANAGEMENT MASTER OF SCIENCE IN COMMUNICATION MANAGEMENT

“The Master of Science in Communication Management

was intense and had immediate application to my work.

The programme will build my professional credibility

within the broader communications industry and will

take me forward with confidence to be an even greater

asset to management and as a leader. The opportunity

to learn and study with people from such diverse

backgrounds has been a real privilege and the time

spent at UCLA was both interesting and rewarding.”

Clare Emma PrestonProject Resource Director & Partner, Design Bridge (Asia)

Admission and Application

FACULTY The Master of Science in Communication Management programme

features faculty from SMU, USI and the UCLA Anderson School

of Management.

ADMISSIONS CRITERIA• A good Bachelor degree in any field from a recognised university

• Two years of relevant work experience

• A good score in the GMAT or the SMU Admission Test

• Fully proficient in English

• A good TOEFL/IELTS score (if your degree was not taught in English)

Shortlisted candidates will be invited for an interview as part of the

admission process.

The MCM programme is open to all Singaporeans, Singapore permanent

residents and foreigners. International candidates who wish to apply for the

part-time programme must hold a valid employment or dependant’s pass.

PROGRAMME FEES

* (Non-refundable) ** The tuition fee does not include meals, air travel, travel insurance, living and accommodation expenses in Lugano and LA.

Application fee

S$100*

Registration fee (Upon Acceptance) Tuition fee

S$400* S$39,500**(inclusive of GST)

ABOUT THE PROGRAMMESMU’s Master of Science in Communication Management (MCM)

is Southeast Asia’s most established postgraduate degree in

corporate communication. It is a joint programme conducted with

the world-renowned Executive Master of Science in Communication

Management at the Università della Svizzera Italiana (USI), Lugano,

Switzerland. The 12-month, degree-awarding curriculum starts in

January and is delivered on Friday evenings and weekends at the

SMU campus. Students jointly spend one week in Switzerland and

10 consecutive days at UCLA in Los Angeles.

OVERVIEW• Understand business functions including corporate governance,

change management, and human resource management

• Manage communication with a fine-tuned awareness of:

business strategy; regional market demands; and global,

social and economic change

• Work across ever-increasing channel choices including digital

communication, with diverse stakeholders such as investors,

employees, regulators, NGOs, and mass media

Taught by a world-class corporate communication faculty, you will also

interact with leading corporate communication practitioners and discuss

the most important case studies. All in all, the Master of Science

Communication Management programme encompasses 12 months,

three countries, an esteemed faculty and Asian and global cases.

PROGRAMME FEATURES • Southeast Asia’s most established postgraduate degree in

corporate communication

• 3 universities, 3 continents – the programme is conducted with

the world-leading Executive Master of Science in Communication

Management at USI in Lugano, Switzerland; UCLA, Los Angeles;

and SMU, Singapore

• The programme is driven by world-class faculty with years of

experience, who provide valuable corporate communication

insights in business

• The part-time curriculum is delivered over 12 months on Friday

evenings and weekends on the SMU Campus

Alternatively, students can take 10 modules taught in Singapore and

earn the Graduate Diploma in Public Relations (GDPR).


programme will offer theoretical yet practical learning and

interaction with some of the best communications academics

and practitioners across three continents. The rigours of the

SMU pedagogy coupled with discourses on ways and methods

of current communications practices, practical work experience

and corporate shenanigans will no doubt benefit those of us

who are in the programme. It will be enriching yet pragmatic.”

Frazer Neo MackenVice PresidentHead, PR & CommunicationsElectrolux Asia Pacific

PROGRAMME STRUCTURE

Jan

Mar

May

Jun

Jul - Aug

Sep

Nov

Corporate Reputation Communication Research MethodsManaging Strategic Change

Communication Planning and CampaigningLeadership and Communication Psychology of Strategic Communication

Societies, Communities and Governments Across AsiaLeading Organisations Across CulturesApplication Session

Corporate Social Responsibility and Communication

UCLA MODULESManagerial Decision Making Under Conditions of Risk and UncertaintyDecision Making in NegotiationsGlobal Human Resources ManagementComplexity and Dynamism in the Global EconomyCorporate Governance to Improve an Organisation’s Ability to Make the Right Decisions

USI MODULESBrand ManagementChange ManagementCommunication Law

Investor RelationsData AnalyticsDigital Media

COURSES

Subject to changes. Visit www.smu.edu.sg/mcm for the latest updates.Subject to changes. Visit www.smu.edu.sg/mcm for the latest updates.

Synopsis of Courses


programme took me on an exhilarating journey. The

emphasis on theory application and leading communication

thoughts on case studies made lessons come to life.

Coupled with interactions at SMU with students and

academia; study stints in UCLA and USI (Lugano), I gained

invaluable knowledge and real-world grounding linking

business strategy and stakeholder engagement.”

Humphrey Chin Head National Service Relations, Republic of Singapore Air ForceRecipient of the SMU Warriors Scholarship

Corporate ReputationThis course will introduce participants to the discipline of reputation

management. Through short lectures, case studies, and discussions,

participants will become familiar with the concepts, strategies and tools

critical to building, protecting and enhancing corporate reputation.

Managing Strategic ChangeThis course discusses how companies can effectively manage the

strategic change that has significant impact on the way a firm does

business and the way it is configured for competitive advantage.

The focus of the course is on strategic-level decision making, with

rich discussions on individual- and cognitive-level management in

the change process.

Psychology of Strategic CommunicationParticipants will learn the key psychological principles for

understanding and evaluating content and media platforms.

In addition, they will learn how media content influences business

decisions, and which content contributes to or constrains

competitive advantages.

Communication Planning and CampaigningThis course enables participants to enhance their ability to develop

strategic communication campaigns that support the credibility,

reputation, market access and the licence to operate their

organisation and its services or products.

Leadership and CommunicationParticipants will learn the key psychological principles for





Communication Research MethodsThe first aim of this course is to help participants become confident

with fundamental concepts and principles of research methods.

The second aim is to help students acquire knowledge and skills in

designing, conducting, and analysing research, and finally in creating

meaning and value for their audiences.

Societies, Communities and Governments Across AsiaThe objective of this course is to understand the political landscape

across Contemporary Asia. Major types of government – society

relations in Asia – how government relates itself to civic organisations,

communities and individuals – will be analysed and discussed from a

socio-historical perspective.

Leading Organisations Across CulturesThis module takes the approach of understanding how culture differs

and impacts our interactions in the workplace in Asia. The emphasis of

the module is on the interplay of cultural competence at the individual

level, organisational culture dynamics at the workplace level and

societal cultures at the national/country level.

Application SessionsThe Application Session will challenge students to apply key concepts

from two courses – Societies, Communities and Governments across

Asia and Leading Organisations across Cultures.

Corporate Social Responsibility and CommunicationThis course will investigate the roles of communication in corporate

social responsibility (CSR) and provide participants with a model for

the development and evaluation of socially responsible CSR campaigns.

Managerial Decision Making Under Conditions of Risk and Uncertainty (UCLA MODULE)The primary aim of this session is to make participants more

skilled decision makers by examining how to structure decisions,

think more clearly about chance processes, improve accuracy

of judgments, and make better decisions in the face of risk

and uncertainty.

Decision Making in Negotiations (UCLA MODULE)Participants examine critical concepts, frameworks, and approaches

for individual, group, and organisational negotiations. Aspects of the

negotiation process are analysed via cases coupled with simulations

in class.

Global Human Resources Management (UCLA MODULE)In this course, participants focus on key human resource management

(HRM) strategies and practices, including “best” practices, especially

as they affect organisational performance.

Complexity and Dynamism in the Global Economy (UCLA MODULE)Participants learn about the evolution of information, communication,

and information technologies, and the growth of the information sector

of the economy.

Corporate Governance To Improve an Organisation’s Ability to Make the Right Decisions (UCLA MODULE)The course covers the areas of agency law, labour and employment,

corporate governance and corporate securities regulations. It features

a comparative analysis by looking at laws in the US, the UK, the EU,

Brazil and Japan with a focus on how these laws affect corporate

executives and managers.

Brand Management (USI MODULE)The course will open by discussing the nature of brands, the concept

of brand promise, and mechanisms to encourage a coherent brand

strategy, along with techniques to ensure effective brand differentiation.

Change Management (USI MODULE)The course examines theories of change and development as they

apply to organisations, groups and individuals, and also the way in

which different theoretical perspectives on change are reflected in

the range of approaches that can be applied to the diagnosis and

solving of problems in organisations.

Communication Law (USI MODULE)The course will present the background, the objectives and the real

impact of most legal norms and judicial decisions relevant to corporate

communication (freedom of expression, media law, and protection of

privacy, copyright) from an international perspective, with a focus on

current and future EU regulations.

Investor RelationsThe key focus of the course is to equip participants with the knowledge

of Investor Relations (IR). An essential part of this knowledge is a

deeper understanding of the financial markets – players, subsectors

and motivations – in order to understand what makes them tick.

Data AnalyticsParticipants will (a) develop a basic understanding of data analytics

and its business applications; (b) develop a basic understanding

of the data analytics and sentiment analysis theory, concepts and

techniques; (c) apply sentiment analysis to analyse Twitter feeds

in response to information disseminated in newspapers in a case

study; and (d) leverage data analytics to provide valuable insights

in order to drive decisions and actions.

Digital MediaThis course examines digital media within the context of greater

Asia and its fragmented markets, diverse cultural practices, and

differing regulatory environments. Participants will learn how

organisations work across these markets via social networks, blogs,

microblogs and other platforms including mobile.

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About MCM















of Management.







admission process.




PROGRAMME FEES


Application fee

S$100*






























and SMU, Singapore

















PROGRAMME STRUCTURE

Jan

Mar

May

Jun

Jul - Aug

Sep

Nov








COURSES


Synopsis of Courses



















the change process.








































and uncertainty.




in class.






of the economy.



































208mm210mm208mm 210mm



















About MCM















of Management.







admission process.




PROGRAMME FEES


Application fee

S$100*






























and SMU, Singapore

















PROGRAMME STRUCTURE

Jan

Mar

May

Jun

Jul - Aug

Sep

Nov








COURSES


Synopsis of Courses



















the change process.








































and uncertainty.




in class.






of the economy.



































208mm210mm208mm 210mm



















About MCM















of Management.







admission process.




PROGRAMME FEES


Application fee

S$100*






























and SMU, Singapore

















PROGRAMME STRUCTURE

Jan

Mar

May

Jun

Jul - Aug

Sep

Nov








COURSES


Synopsis of Courses



















the change process.








































and uncertainty.




in class.






of the economy.



































208mm210mm208mm 210mm






Prin

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Sincerely,

Dr Mark Chong





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MASTER OF SCIENCE IN COMMUNICATION … SCIENCE IN COMMUNICATION MANAGEMENT ... Lee Kong Chian School of Business Singapore Management University ... International …