Course Code: COMM216

THE BUSINESS OF COMMUNICATION

COURSE DESCRIPTION

This course will introduce students to the “business logic” and transformational practices of leading communications agencies. More specifically, students will acquire the most current knowledge about the evolving business models and strategies of communications agencies. In addition, they will gain valuable first-hand experience of new digital capabilities through a four-week immersion program at R/GA, where they will work on real-life client projects under the mentorship of R/GA experts, using the skills they have acquired in the course. 

 

By the end of this course, students will be able to:

1.    Analyze the business models and strategies of game-changing communications agencies.
2.    Apply new digital capabilities (e.g. content/brand experience design skills) to real-life business challenges and opportunities. 
3.    Acquire and hone skills of working collaboratively across functional disciplines (e.g. strategy, creative, client servicing).
 

INSTRUCTOR (S)

Mark Chong

Associate Professor of Corporate Communication (Practice), Lee Kong Chian School of Business

Email: markchong@smu.edu.sg

Offering Term(s):

AY 18/19 Term 2,  

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