A curriculum embedding communication in management
The EMScom program links the latest academic research with best business practices to deliver a balanced mix of academic and practical teaching. Unlike most communication programs, the curriculum of the EMScom embeds communication within a managerial setting. This not only creates a well-rounded perspective, but also ensures that the corporate communicator is well-equipped with the necessary tools to become a credible voice at the CEO’s table.
The program fosters and enhances learning environment by encouraging participants to share their professional experiences. Teaching methods include lectures, case studies, guest speakers, extensive group work, tutorials, and a capstone consulting project. All lectures, class discussions and tests are conducted in English, the official language of the EMScom program.
Module 1: Linking communication to management
The first module, a “mini-MBA,” covers the main principles of general management and provides the elements to understand the links between communication and other corporate functions.
- Organizational behavior
- Strategic thinking
- Financial management
- "Understanding Asia" session at SMU Singapore Management University:
- "Decision making in a complex world" session at UCLA Anderson School of Management:
Module 2: Understanding the communication environment and managing integrated communication
The second module focuses on developing a comprehensive understanding of the key disciplines of integrated communications management.
- Organizational identity and reputation management
- Stakeholder management
- Brand management
- Public affairs
- Financial and investor relations
- Sponsoring and marketing partnerships
- Digital communication
- Marketing communications
- Crisis management
- Communication law
- Change management
- Burson-Marsteller on "Consulting management"
Module 3: Building intelligence and delivering solutions
The third module focuses on learning how to generate and convey insights as a basis for strategic recommendations and applying knowledge in a real-life setting.