CET192 Effective Strategies for Strategic Communication Campaigns

Course Provider

Wee Kim Wee School of Communication and Information



Academic Unit



This course is to provide learners with a comprehensive understanding of content marketing strategies and tactics. Learners will solve business problems with the purposeful use of earned and owned communication to help organisations fulfill their mission and address their stakeholders. Learners benefit from both theories as well as practical applications to prevailing strategies in communications campaigns.

This course is part of:

- Graduate Certificate in Media and Communication
- FlexiMasters in Media and Communication

Course Availability

  • Date(s): 16 to 25 Feb 2024

    Time: 2.30pm to 5.30pm (16 & 23 Feb 2024), 10.00am to 6.00pm (17, 18, 24, 25 Feb 2024)

    Venue: NTU main campus

    Registration Closing Date: 26 Jan 2024

By the end of the course, learners will be able to: 

  1. Identify and situate the different types of communication vehicles for different objectives.  

  1. Observe how marketing and media work add value, from both marketer and communication professional perspectives. 

  1. Differentiate owned, earned, paid media and curated/rented media and know how to integrate these concepts into a campaign proposal.  

  1. Translate insights into creative ideas.  

  1. Understand how to leverage trends and cultures to create content that is shareable.  

  1. Understand key concepts in social commerce and the ‘solution role’ that content marketing plays in converting and retaining customers. 

  1. Apply what you learned in an integrated content marketing campaign. 

What is covered in the course:

The insights to formulate the right strategy, identify the right business problem or opportunity, and recommend contemporary solutions to achieve the brand’s objectives for both business-to-business (B2B) and businesses and consumers (B2C) audiences. By the end of the course, learners will have the knowledge and know-how to use earned and owned approaches creatively to develop and implement an effective Public Relations (PR) and content marketing communication plan.

This course is suitable for learners working/ intending to work in the media and communication industry.

Standard Course Fee: S$4,860

SSG Funding Support

 Course fee

Course fee payable after SSG funding, if eligible under various schemes


BEFORE funding & GST

AFTER funding & 8% GST

Singapore Citizens (SCs) and Permanent Residents (PRs) (Up to 70% funding)



Enhanced Training Support for SMEs (ETSS)


SCs aged ≥ 40 years old
SkillsFuture Mid-career Enhanced Subsidy (MCES)
(Up to 90% funding)

  • All fees stated are inclusive of 8% GST.
  • NTU/NIE alumni may utilise their $1,600 Alumni Course Credits. Click  here for more information. 

    Read more about funding

    Ms. Wong Pei Wen

    Senior Lecturer 

    Wee Kim Wee School of Communication and Information 

    Nanyang Technological University 

    Miss Wong Pei Wen is a Senior Lecturer at the Wee Kim Wee School of Communication and Information and oversees the Master of Media and Communication Programme as the Director. With over 25 years of experience in the industry as an experienced communication professional and in academia, she brings the perfect blend of practical know-how, theories, and knowledge to her classes. At NTU, Miss Wong teaches both graduate and undergraduate-level courses in Strategic Communication and makes learning more authentic with extensive partnerships, simulations, competitions, and real-client briefs. She also contributes to commentaries and is interviewed by local media for her expertise in strategic communication.

    Before academia, Miss Wong held leadership positions in regional roles for the telecommunication and technology industry and managed regional teams. She also held the country managing role with P&L and led brand and marketing communication for brands like O2, Yahoo!, Cisco, Starhub and British Telecommunications. During her time in the industry, she has been featured in local and regional media such as CNBC, CCTV, Phoenix, Channel 8 and radio talk shows. Familiar with managing the media, she is responsible for training senior executives. She has also trained externally in crisis communication and writing. Currently, she is an advisory member for government agencies in the areas of crisis communication, strategic communication, and content standards compliance and judges for Effie Singapore, Crowbar, Huawei Tech4City and ICCO PR. Miss Wong graduated from the Lee Kuan Yew School of Public Policy at the National University of Singapore with a Master in Public Administration.


    CET191 Communicating Public Policy
    CET192 Effective Strategies for Strategic Communication Campaigns3
    CET193 Crisis Communication and Reputation3
    CET194 Digital Transformation and Implementation3
    CET195 Mastering the Art of Internal Communication3


    Listed courses are:

    • Credit-bearing and stackable to Graduate Certificate in Media and Communication (total 9 AUs) and FlexiMasters in Media and Communication (15 AUs)