SMU Academy

Graduate Certificate in Communication Management

Building Winning Corporate Culture for Businesses and New Ventures

COMMUNICATION
MANAGEMENT

Overview
A strong company culture is the one thing that separates successful companies from mediocre ones.
Learn how to create a long-lasting corporate culture that attracts and retains top talent, fuel passion in
your employees and nurture creativity and innovation.

In this disruptive and challenging economic environment, how do you create an excellent work
environment that attracts and retains top talent? How do you fuel passion in your employees and nurture
creativity and innovation? How do you stay ahead of your competition by consistently delivering
amazing products and services with great customer experience? The answer is by building a strong
company culture. However, building a strong company culture isn’t easy. It takes wisdom, strategy and
deep dedication and effort, that is why unfortunately most companies have weak cultures. They haven’t
made culture a priority or simply don’t know how to go about building their culture. This timely and novel Ashok Miranda
foundational course empowers participants with the wisdom and tools to design and build the Former Creative Director/Producer
foundations for a winning culture, that creates a successful company that employees love, customers (Disney Television Asia)
adore and the industry admires.
Ashok has won 43 international
Learning Objectives and regional awards for creative
Through this course, you will learn about the following: and marketing excellence. He has
• Understand what contributes towards strong and weak cultures designed and architected several
• Learn how a strong company culture drives success ‘wow’ customer and affiliate event
• Discover the components of a strong culture experiences regionally with
• Spot and eliminate toxic culture issues Disney and Sony Pictures that
• Understand the ADCOE 7 step culture transformation blueprint have set the industry bar in
• Assess a company culture and map out a process for culture transformation excellence. He has deep corporate
• How to decode the company DNA brand building experience and
• How to decipher the four culture codes (company/employee/product and customer) through his extensive storytelling
• How to effectively evangelize your company culture internally and externally experience, has built strong
brands across Asia for leading
Who Should Attend multi-national media companies;
• Entrepreneurs and aspiring entrepreneurs Walt Disney Television Asia and
• Managers/Leaders of stratgeic communication functions in an organisation Sony Pictures. Ashok is currently a
• Marketing/corporate communication professionals/executives from startups, Fortune 500 companies, Business Transformation Architect.
non-profits and the public sector As a consultant, trainer, speaker
• Business Leaders, Business Owners and Entrepreneurs seeking to start companies right or to transform and coach, he helps businesses
their companies' culture. transform to reach their full
potential and successfully
Assessment navigate in today’s complex and
An assessment will be conducted at the end of the course. challenging environment. He has
created several proprietary
Fees and Funding products and processes for
Fees startups and SME’s in the areas of
S$1,712 (after GST) for non-Singapore Citizens and non-Permanent Residents. company culture, branding, digital
inbound marketing and customer
SkillsFuture Singapore (SSG) Funding: experience.
S$513.60 (after GST) for Singaporeans below 40 and Permanent Residents.
S$193.60 (after GST) for Singaporeans age 40 and above.
Funding
SkillsFuture Series
Course fee grant at 70% of course fees (excluding GST) for participants who are successfully
enrolled by SMU into approved courses under rhe Programme. Participants must be Singapore
Citizens or Singaporean Permanent Residents.
SkillsFuture Mid-Career Enhanced Subsidy ("MCES")
Up to 90% of course fees for Singapore Citizens aged 40 years and above
Enhanced Training Support for SMEs ("ETSS") Registration
Up to 90% of course fees; and 80% of basic hourly salary capped at $7.50/hr for local
employees of SMEs. For enquiries and customer
support, please email
SkillsFuture Credit academy@smu.edu.sg
Singapore Citizens aged 25 and above, and self-funding may use their SkillsFuture Credit (up to or contact us at 6828 9688
$500) to defray part of the course fee.