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SWU PHINMA’s Communication Program aims to develop practitioners who have a deep understanding for humanity and the ability to create communication solutions that address human needs.

The Communication Arts Program falls under SWU sd+c, which uses design thinking and storytelling in educating learners how to analyze issues and create truly market-responsive solutions.

Through SWU PHINMA's Communication Arts Program, learners are developed to become:


The Program uses a multi-disciplinary design thinking-based curriculum, which trains learners to effectively listen and understand their markets, allowing them to develop relevant and effective communication strategies.

Understanding markets means knowing what they think of, and how to think like they do. It also means learning how to effectively communicate using constantly evolving communication mediums.

At the end of the program, learners shall be thoroughly trained in analyzing markets and crafting strategic communication plans.


The Program’s storytelling approach teaches learners how to uncover intricate human experiences and how to effectively share them in a way that resonates among intended audiences.


Effective storytelling unifies individuals and organizations and provides them with a common understanding of issues. Stories form the basis of solutions that address these issues.

At the end of the program, learners become skilled at identifying effective ways of delivering messages to different audiences based on their understanding of the targets’ cultures, environments, values, beliefs, priorities, insights, and other relevant factors. This allows the learner to create powerful and inspirational narratives that, upon delivery, will help achieve communication objectives.


Through the Program’s immersive projects, learners get to know more about various individuals and communities and their issues. Allowing learners to understand individuals and communities in-depth leads them to undertake the responsibility of creating communication strategies that respect, empathize and bring to light actual solutions to their issues.

As the program hones learners’ technical skills, it also guides them to practice communication ethically. SWU PHINMA instills in its learners the values of being consistently clear, truthful, respectful and responsible so that they may be put into practice once they become practitioners.

SWU PHINMA provides the foundation that graduates need to become influential communicators in the fields of media, marketing, advertising, public relations, community development, governance and private businesses. Its graduates will responsibly develop creative yet relevant strategic communication plans and stories that bring people together to achieve common positive goals. Above all, SWU PHINMA’s Communication Program graduates will be recognized for consistently practicing clarity, truthfulness and respect in all the initiatives they execute, and lauded as truly reliable and influential catalysts of positive change.


Individuals who are passionate and driven to create an impact using communication may enroll in the program. These individuals seek to empower and unite people, communities and organizations and create positive change through storytelling and strategic communication initiatives.

Graduates of the Communication Program will become communication strategists and designers. They will play a vital role in organizations and companies that sell products/services, advocate causes, or require partnerships and concerted efforts. Their career paths are oriented towards public relations, public affairs, advertising, organizational communications, marketing, integrated communications, and the like. They may pursue promising careers in corporate, local and international development, and public sectors.


The Program’s talented faculty is comprised of respected communications practitioners possessing local and global expertise.


Randolf M. Kanapi is SWU PHINMA SD+C’s Dean for Communication Arts. Mr. Kanapi has over 19 years of experience as an integrated marketing and communications practitioner in the technology manufacturing and events management industries. Handling both regional and local manager roles, he helped various companies increase their share and attain market leadership. He currently heads Color Manila Events, Inc. as its general manager.

His areas of expertise include internal and external corporate communications, event and program management, digital, commercial and product marketing, as well as business development. He previously worked with Intel Microelectronics Philippines, Inc., Dell Asia Pacific and Epson Philippines Corporation. He obtained his Bachelor of Arts in Organizational Communication Management degree from De La Salle University – Manila in 1996.


The Program was built with the support of communication experts with information on the most recent developments in advertising, digital marketing, public relations, stakeholder relationship management and other related specializations, ensuring that the curriculum is responsive to the current demands of the industry.


Mr. Charles Lim is a tourism marketing and communications veteran sought after in travel and destination promotions. Currently, Mr. Lim runs Sehralco Management Consultancy Services, a communications agency found in 2000 that specializes in tourism and hospitality, aviation, and sports promotions and marketing, based in Cebu.

He previously served The Pathfinder Group as the Marketing Director for Cebu Plaza, Alegre! and Park Place Hotel in Cebu. He was also the general manager for Coral Reef Hotel in Cebu and Marina Marina in Cavite. Mr. Lim also worked as a consultant for several resorts in the Visayas region, including Dakak Park Beach Resort, Pearl Farm Beach Resort, and Maribago Bluewater Resort.

He served the Philippine government in various committees. He was appointed as Special ASEAN Tourism Envoy in 2004 by President Gloria Macapagal-Arroyo and founded the Sports Tourism Forum and Sports Tourism Awards. The latter two are his advocacies to promote Philippine sports tourism.

Prior to his experience in the local hospitality industry, Mr. Lim handled accounts of major travel and tourism brands including British Airways, Malaysian Airlines, and The Merlin Hotels under Grant BBDO, Burston-Marsteller, and Comcore. He spent many of his formative years in UK as a PR executive in the hotel and leisure industry.

Mr. Lim holds a Bachelor of Arts degree in Communications Studies from the University of Aston in the United Kingdom.


Norman Agatep is one of the Philippines’ highly respected leaders in public relations and marketing communications. He has 20 years of experience in the fields of public relations, advertising and integrated marketing communications. He is President and Managing Director of Grupo Agatep, a local integrated marketing communications firm. Prior to Grupo Agatep, he served as Managing Director and Executive Creative Director of Euro RSCG Manila (now Havas Worldwide Manila). Presently, Mr. Agatep chairs the Association of Accredited Advertising Agencies of the Philippines (4As) and the Ad Standards Council. He is one of the founding board directors of Internet and Mobile Marketing Association of the Philippines (IMMAP), where he also sat as its president. He finished his AB Communication and BS Management studies from Ateneo de Manila University.


Eduardo Mapa, Jr. is a formidable force in advertising and marketing in Asia. He is the founder and CEO of Castle by the River, a startup digital transformation consultancy. He has over 25 years of experience in the fields of advertising, digital marketing, public relations and strategic planning. Prior to moving into the start-up and consultancy arena, Mr. Mapa worked with global advertising and marketing networks Havas Worldwide Media and the Omnicom Group, heading offices in Manila, Beijing, Mumbai and Singapore. He is one of the co-founding directors of IMMAP. Mr. Mapa was lauded by the United Kingdom’s Office of Government Commerce as a PRINCE2® Practitioner for successfully directing the first Philippine Digital Congress in 2016.


Fleire has made her mark in digital marketing, social entrepreneurship, and startup communities, and would like to share her expertise and knowledge with SWU.  She owns Third Team Media, a social media and digital marketing agency based in Cebu, and has been in digital marketing for almost a decade. Ms. Castro is also a co-founder of two startups namely bloodline.ph, which connects donors with patients, and Project BASS, which collects and analyzes big data through volunteerism and crowdsourcing, as well as the Iligan Bloggers Society. She mentored young entrepreneurs through the US Embassy’s Young Southeast Asian Leaders Initiative program, and also served as the Country Representative to the Global Entrepreneurship Summit 2015 in Nairoibi, Kenya hosted by former US President Barack Obama. She graduated as Cum Laude with a Bachelor’s of Science degree in Information Technology, major in Business Software Development from Mindanao State University in 2005.



Urgello Street, Cebu City Philippines 6000

Tel. No.: +63 (32) 416 4680