Diploma in Consumer Behaviour and Research

Course details

As one of the first programmes in Singapore to combine business and psychology, the Diploma in Consumer Behaviour and Research (DCBR) equips students with the know-how to turn insights into business success.

What can you expect from the DCBR? Built on a foundation of research and business strategies, this programme will train you to become a consumer expert who understands consumer insights, analyses their implications and formulates business strategies. You will be able to understand what is driving consumers and decipher why, where, when, and how they buy the things they do.

Through industry projects and the use of advanced facilities in our Market Research Lab, you will receive extensive hands-on training. In addition, our industry attachment programme will allow you to gain valuable real-world experience.

The First Consumer Psychology Programme

Ever wondered why shopping malls in the heartland carry different products from those in Orchard Road? Do you know that researchers conduct eyeball movement tracking to determine how consumers like YOU read ads?

Learn what influences people’s purchasing decisions and why certain brands seem to attract you so much in the Diploma in Consumer Behaviour and Research (DCBR). As the first Business Psychology diploma in Singapore, you will specialise in a unique blend of business, psychology and market research fields. So join us and play an important role in the future by helping companies understand their target customers and reach out to them strategically!

Course Outcomes

• Delve into the hearts and minds of people to understand how, why, where, and when they make purchasing decisions
• Build a strong foundation of knowledge in the fundamentals of business and psychology
• Develop advanced research skills in our Market Research Lab and through industry projects

Career Opportunities

DCBR graduates can also look forward to embarking on exciting careers in areas such as marketing, advertising, branding, and other consumer-related functions. You will be well prepared to take on roles such as:

• Marketing Executive
• Advertising and Promotions Executive
• Assistant Brand Manager
• Consumer Insights Researcher
• Marketing Researcher
• Business Intelligence Executive
• Business Analyst
• Consumer Research Executive
• Market Research Executive
• Social Research Executive

Course Structure

General Modules (24 MC)  

6 compulsory modules: 

• Mathematics 
• Organisational Behaviour 
• Marketing 
• New Media Communications 
• Cognitive Processes and Problem Solving 
• Effective Communication 

Discipline Modules (44 MC)  

11 compulsory modules:

• Understanding the Society 
• Contemporary Social Issues 
• Introduction to Psychology 
• Business Statistics 
• Microeconomics 
• Macroeconomics 
• Social Psychology 
• Quantitative Research Methods 
• Qualitative Research Methods 
• Life-Span Development of Behaviour 
• Consumer Behaviour 

Specialisation Modules (16 MC)  

4 compulsory modules: 

• Business Law 
• Branding, Advertising and Promotion 
• Cognition and Applied Psychology 
• Project Management and Scheduling 

Industry Orientation Programme (28 MC)  

3 compulsory modules: 

• Project 
• Character and Citizenship Education 
• Industry Immersion Programme (20 MC)

Elective Modules (8 MC)  

Select 2 modules from the following list: 

• Management Accounting 
• Sales Management 
• Human Resource Management 
• Retail Management  

Freely Chosen Module (4 MC)  

Obtain a total of 4 modular credits from the prescribed range of freely-chosen modules offered by the Schools and Centres in RP