SMU Academy

Graduate Certificate in Communication Management

Strategies for Persuasive Presentations in Businesses and New Ventures

COMMUNICATION
MANAGEMENT

Overview
Present and articulate your business ideas, values and concepts with winsome confidence.

Presentations are vehicles to inform and persuade. Unfortunately, many presentations are forgettable
because they are mundane and not captivating. This course will help presenters be more engaging by
astute analysis of the audience, as well as employ strategies that make presentations persuasive and
memorable.

Engaging presentation serves to articulate ideas, concepts and values to the public, investors, customers
and employees. The ability to communicate with appropriate and timely information to create lasting
impact and action is often absent in presentations. Experience how concepts in persuasion enable
audiences to remember communication content and be moved to change attitudes and finally to act.
Learning Objectives
Through this course, you will learn about the following: Professor Ong Siow Heng
• Exhibit a good reading of listeners through sound audience analysis. Professor Ong is a Professor of
• Forge a positive affinity between the speaker and the audience.
Corporate Communication
• Construct a style for the speaker that is both engaging and winsome.
• Design attention-getting and memorable introductions and conclusions. Education at Singapore
• Employ language that is effective for changing or reinforcing beliefs and attitudes. Management University (SMU).
He is Dean of International
Who Should Attend Affairs and the Director of the
• Entrepreneurs and aspiring entrepreneurs Centre for Scholar Development
• Managers/Leaders of stratgeic communication functions in an organisation at SMU. He is the author of
• Marketing/corporate communication professionals/executives from startups, Fortune 500 companies, several books on
non-profits and the public sector communication, including
• Content strategists Metaphor and Public
• Social media specialists Communication: Selected
• Advertising copywriters
Speeches of Lee Kuan Yew and
Assessment Goh Chok Tong. He was for more
An assessment will be conducted at the end of the course. than 15 years, the weekly writer
Fees and Funding for TIME magazine's Educational
Fees Program.
S$1,712 (after GST) for non-Singapore Citizens and non-Permanent Residents.
SkillsFuture Singapore (SSG) Funding:
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 Registration
Citizens or Singaporean Permanent Residents.
For enquiries and customer
SkillsFuture Mid-Career Enhanced Subsidy ("MCES") support, please email
Up to 90% of course fees for Singapore Citizens aged 40 years and above academy@smu.edu.sg
or contact us at 6828 9688
Enhanced Training Support for SMEs ("ETSS")
Up to 90% of course fees; and 80% of basic hourly salary capped at $7.50/hr for local
employees of SMEs.
SkillsFuture Credit
Singapore Citizens aged 25 and above, and self-funding may use their SkillsFuture Credit (up to
$500) to defray part of the course fee.