Description of Core Subjects
A6301 Communication, Technology & Society
This subject examines communication, especially mass communication, within its social context, in combining a survey of classic studies with discussion of current issues and areas of debate. It introduces students to a broad range of issues concerning the role, effects and limitations of communication in modern society. Other issues that will be looked at include communication as a process within society, the content and effects of mass media, the media and public issues, media and information controls, the impact of new communication technologies, and communication for national development.
A6302 Communication Research and Data Analysis
This subject focuses on how to apply the results of research to the evaluation and enhancement of media operations and output, communication planning, and mobilisation of communication resources at corporate and national levels. Research concepts such as sampling, validity and reliability, and types of research relevant to media industries (which include content analysis, survey and designs for campaign evaluation) will be covered. The programme aims to enhance students' critical understanding of research findings, and the ability to translate reports into more effective media management and production.
A6303 Communication Ethics and Governance
The subject aims to familiarise students with the broad scope of legal regulations covering various aspects of the media. The course will cover international laws, conventions and treaties, and Singapore law relating to the media. The course will also cover intellectual property law, defamation and censorship. The rest of the course will be devoted to ethics and policy, including current policy issues and the policy-making process. Students will be taught problem-solving skills for ethical issues. At the end of the course, students are expected to possess a better appreciation of the legal and ethical constraints in making management decisions.
A6304 Media Leadership and Management
The first part of the subject focuses on the structure and process of media organisations. Students will look at the components of production, finance, programming, promotion and distribution, and human resources. The second part turns to issues concerning media as business, including multicultural management, fragmentation of the media, competition, and regionalisation.
Description of General Electives
A6322 Media & Marketing
This course seeks to introduce you to the fundamentals in integrated marketing communication including public relations, marketing and media. Often, graduate students who do not have an undergraduate degree in communication, struggle to understand advance material pitched at students with communication experience or knowledge. At times, the current knowledge students have is primarily focused on their local markets or taught in a different language with different terminologies.
With this in mind, a foundation course in Media and Marketing aims to bridge these gaps and help prepare students broadly for future strategic communication courses in the graduate program. Students will also gain a better understanding of the essential concepts, trends, campaigns and the evolved terminology that applies today in the real world of marketing communication. While the course covers essential concepts of corporate communication, marketing communication, media planning and digital marketing, it will have sufficient depth as we explore some of the current trends and issues.
The course is conducted over 2 weekends, so do expect some level of intensity with an accelerated learning format.
A6325 Public & Promotional Communication Issues & Strategies
This subject focuses on government and corporate communications aimed at mass and specialized audiences. It examines issues relating to communication of government policies, corporate concerns and corporate image. Several communication models will be used to analyse different strategies and tactics employed in public communication. The subject also explores possibilities of devising new communication paradigms using new technologies.
A6326 Advanced Campaign Design and Management
Public campaigns aimed at changing attitudes and behaviour or creating awareness are the focus of this subject. It examines the different stages of designing and implementing campaigns. It also introduces students to different evaluation methodologies and to research approaches to campaign development. Case studies of government and corporate campaigns are used to analyse the theory and practice of public campaigns.
A6330 Public Opinion & Persuasion
This subject focuses on psychological and social-psychological study of opinion and attitude change through media and public campaigns. The course will review experimental and survey designs for measuring and monitoring public opinion, as well as classic case studies. Students will also consider applications to elections, marketing, and development campaigns at the individual, group and societal levels.
A6339 Strategic Public Relations Management
Students will look at world views that drive various communication and public relations management strategies, audience segmentation strategies and techniques, and different models of public relations available to corporate public relations managers. The course also explores value-creative means of building and strengthening cogent relationships with various external entities.
A6341 Mobile Communication & Society (Not available from AY2020/2021 onwards)
Addressing the fact that mobile communication is the most widely adopted mediation technology in the world, this class will be a survey of current research and the future prospects of mobile communication and its social consequences. It will introduce the student to the general study of mobile communication and examine issues such as the methodological issues of mobile research, and the role of mobile communication in international development. Further it will examine how mobile communication changes sociation patterns and urban organization, the potential of mHealth, the role of mobile communication in the lives of women, associated ethical issues, and the role of mobiles in the lives of teens. The student will gain broad insight into how and why mobile communication has been so widely adopted.
A6348 Issues in Interactive Advertising
The goal of this course is to provide graduate students with a deeper understanding of the nature and impact of interactive advertising. This course will examine various perspectives and theories of interactive advertising, discuss a range of issues related to interactive advertising, and produce quality seminar papers on interactive advertising.
A6349 Managerial Seminar in Corporate Communication
C-Suite executives all over the world now recognise how important professional corporate communication is for the success of their corporations. More than ever before, they understand that corporate reputation building, investor relations, scenario development and crisis preparedness planning, competitive intelligence, communication research and organisational communication, among other communication disciplines are critical in a world of relentless change, with ever more complicated stakeholder structures, alliances and interests.
Just as the need for solid communication advice on an ever increasing and more serious range of issues is getting indispensable, key tasks of the corporate communication officer are under threat and taken over by others: organisational communication by the HR department, investor relations by the finance team, corporate reputation by the legal department and on top of this we find powerful chief marketing officers who believe corporate communication is part of their remit.
What is the future of the corporate communication officer? This will be the topic of a top-level roundtable discussion, organised by the students, in collaboration with a leading global PR firm, a top communication publication and NTU’s Wee Kim Wee School. This advanced seminar allows the students to study the current and future position of chief communication officers of mid- and large-size companies and helps them to understand how to successfully manage issues these professionals face. During their journey, students are guided by and engage with top-level professionals in these areas.
A6357 Emerging Communication & Information Technologies
This course examines new and emerging information and communication technologies with a special focus on computer-related technologies (including Web, App, smart devices, mobile technologies, computer games, educational simulation, speech user interfaces, social interfaces, agents, avatars, virtual reality, and social robots). Psychological, socio-cultural, and business implications of new technologies are the main concerns of the course.
In this course, students will learn to analyse the implications of future unseen technologies through diverse methodological tools and viewpoints provided in the class.
A6359 Fundamentals in Strategic Communication (Foundation course for students with no Communication/Media Degree or background)
This course is intended to be a foundation course especially for those who have no background in communication or media and are planning on a career switch. The course will expose students to all aspects of media production—covering newspapers, television news, online news, advertising both online and offline, public relations, and social media communication.
In this course, students will learn how to plan and craft messaging that speaks credibly to a variety of constituencies. The course content is heavily hands-on with frequent interaction with instructor and other students.
A6360 Internal Communication
Internal Communication focuses on how organisations can accomplish their goals and build stronger brands by getting employees to understand the direction and how they help create and further the brand in an environment.
Reaching a global workforce with varying backgrounds and communicating effectively with them requires a variety of skills. Students will learn how to engage and persuade employees to become brand ambassadors with customers, the community where they work and among fellow employees. The course will help students learn how to deal with change in the organisation and in the work environment, and how to lead when there’s a great deal of turbulence and uncertainty.
A6361 Crisis Communication and Issues Management
The course gives an overview of the communication issues before, during and after a crisis. It aims to let participants reflect on the most effective strategies during these various phases. For the prevention of crisis, issue management is essential and participants will gain practical experience with some tools of issue management. In addition, they will reflect on the concept of transparency and how it could prevent crisis in an early stage. The course will also focus on a simulation of a crisis in an international organisation. Participants will role play the events as they unfold in the organisation, and will discuss how to bring the situation to a good end. Afterwards, they reflect on their own strategies and actions. After the simulation, the course continues with the topic of “communication after a crisis”, on how relations with stakeholders can be restored when a scandal, issue or crisis has taken place. The course finishes with the writing of a crisis communication plan.
A6362 Digital Marketing Communication
This course introduces students to the process of developing and managing effective digital marketing communication. Central to the course is the idea of Integrated Marketing Communication (IMC) management. Topics include digital communication campaigns, managing corporate and brand image using digital methods, digital advertising management & design, media selection, film and video production principles in marketing campaigns, and digital marketing communication strategies in different contexts.
Digital communication activities represent an important part of most business activities. This course will provide students with the theoretical knowledge and techniques to improve the quality of their digital marketing communication - from identifying the audience's needs - through problem identification - through media planning and strategy to the creation of the most effective marketing communication messages in the form of promotion campaign, digital and social advertising.
A6363 Communication Issues and Society
The course will examine the impact that communication processes, relationships, and messages have in society. Topics of focus include community networks, community health campaigns, political communication, communication in civil society organisations among others.
A6364 Content Creation and Development
In a world where nearly a million minutes of video are shared every second we recognise the need for professionals to produce creative, engaging and effective digital campaigns and content in order to stand out in a crowded digital landscape.
This course will equip students with the hands-on skills and conceptual knowledge to plan and produce engaging digital content.
A6365 Public Affairs Communication
Public affairs is now one of the fastest growing areas of communication management. In a world where government actions can disrupt or create new opportunities for business overnight, anticipating and influencing changes in the public policy environment is critical to continued business success.
A6366 Overseas Study in Asia
The course aims to enrich participants’ knowledge on the media and communication landscape in Asia through company visits and seminars conducted by industry experts.
Participants will study particular segments of business/industry and/or corporate/government entities to gain insights and learn relevant best practices.
A6911 Independent Study for Mass Communication
This course aims to prepare students for independent research. At the end of the course, students will be expected to understand how to design and conduct a research project in the area of communication study, and acquire in-depth knowledge in a selected research topic area. Course requirements include 3 reports; (Initial Proposal, Mid-Term Report and Final Report) and an Oral Presentation. Each item carries a certain fixed weightage and deadlines. Throughout the semester, the student will work with the instructor to submit the final report by Week 15. The requirements should be completed within one semester. Only students who choose the ‘Coursework Only’ option should take this course.
K6308 Business Intelligence
Business intelligence in the corporate environment: application, systems and processes. Characteristics of competitor, competitive and social intelligence. Business intelligence and growth opportunities: political, economic and social environments. Business intelligence strategies and systems. Business intelligence in various contexts: product, customer and supplier. Internet and Web-based intelligence. Ethical issues related to business intelligence.
K6311 Storytelling for Organisations
Living narrative, corporate storytelling, and the power of the tale in organizational life. Gargiulo’s strategic use of stories in organisational communication and learning. Booker’s basic plots of stories: overcoming the monster, rags to riches, the quest, voyage and return, comedy, tragedy, and rebirth. Denning’s narrative patterns for leadership storytelling: motivating others to action, building trust, branding, transmitting values, collaborating, sharing knowledge, taming the grapevine, creating a vision.
K6316 Organisational Leadership
Introduction to leadership. Challenges for leadership in knowledge management. Leadership research. Charismatic and transformational leadership. Leadership traits and styles. Personal leadership profile. Power, politics and influence. Leadership communication. Leading teams. Followership. Managing organisational processes and innovation. Managing KM initiatives. Leadership and strategy. Leading change.
Note: Not all courses listed in the curriculum will be offered in a semester. Courses offered are subject to availability of instructors and resources.