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Li Ka Shing Library

Master of Science in Communication Management: Leadership & Communication

A joint programme by SMU, Singapore & USI, Lugano, Switzerland. This is the programme portal for the Academic Year 2012-2013. It points to useful electronic and print resources for the courses.

Course Description


All of us come to a problem, opportunity, or decision with a set of assumptions based on our backgrounds and experiences. For example, someone who has spent years in a finance function - concentrating on managing cash flow, raising capital, and budgeting - will have a particular point of view that is different from someone like you, whose experience has been in Corporate Communication - focusing on Media Relations, Employee Communications, Investor Relations, etc. Two implications arise from this: (1) Each person will have only a "limited" view of the whole situation, and may be driven to define a problem as a "finance" or "marketing" problem because this is what his/her experience tells them, and (2) Each person may be correct, but only partially.



For access to cases, please check with the respective Faculty.


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The use of electronic resources must comply with the Appropriate Use of Electronic Resources Policy and Singapore Management University Acceptable Use Policy