Diploma in Consumer Behaviour & Research (R48)

School of Management and Communication, Diploma in Consumer Behaviour & Research (R48)

What You Will Learn

Aspire to be a business change-maker? Through the Diploma in Consumer Behaviour & Research (DCBR), you will learn how to turn valuable consumer insights, innovative digital marketing ideas, powerful data analytics, and visualisation techniques into actionable business strategies.

The DCBR is one of the first programmes in Singapore to combine business and psychology. Built on a foundation of business and research strategies, the programme is designed to help you understand the psychology behind consumer purchases and the various catalysts that drive individuals to buy.

Once you understand consumer’s psychology through the application of data analytics and valuable consumer insights, you can develop smart omni-channel marketing strategies to influence your consumers and build stronger brandings.

Boost your knowledge of real-world working examples through our local and overseas industry internships with renowned companies. To enhance your learning further, you will have access to advanced facilities in our unique Consumer Insights Lab.
Once you graduate, you will be well-prepared to chart a career as a consumer expert, translating your knowledge of consumer behaviour into innovative business strategies in local, regional or international markets.

The course structure consists of general, discipline, and specialisation modules. There is also an industry orientation component.  


GCE O-level

Aggregate Type Range of Net ELR2B2 for 2020 JAE Minimum Entry Requirements/Grade
ELR2B2-B 15 to 20


a) English Language /1 - 6
b) Mathematics (Elementary/Additional) /1 - 6
c) Any three other subjects /1 - 6

To be eligible for admission, you must also have sat for one subject listed in the 2nd group of relevant subjects for the ELR2B2-B Aggregate Type on p.27.


Courses with remaining vacancies after JAE posting are indicated with an asterisk (*). In order to appeal to these courses with vacancies, students need only meet the course’s MERs. Do note that meeting the minimum entry requirements does not guarantee placement, as appeals posting is in order of merit, and subjected to available vacancies in the course.

Nitec/Higher Nitec

Minimum net GPA Relevant Qualifications
Nitec ≥ 3.5
  • NT44 (Digital Media Design / Digital Media Design (Interactive Media))
  • NT46 (Product Design)
  • NT52 (Digital Animation)
  • NT54 (Digital Media Design (Digital Video Effects))
  • NT56 (Digital Audio & Video Production)
  • NT66 (Space Design (Interior & Exhibition))
  • NT69 (Community Care & Social Services)
  • NT70 (Interactive Media Design)
  • NT71 (Visual Communication)
  • NT72 (Visual Effects)
  • NT80 (Social Media & Web Development)
  • NT84 (Business Services)
  • NT85 (Finance Services)
  • NT86 (Retail Services)
  • NT87 (Travel and Tourism Services)
Higher Nitec ≥ 2.0
  • BS23 (Retail & Online Business)
  • BS24 (Financial Services) 
  • BS81 (Early Childhood Education)
  • BS82 (Banking Services)
  • BS83 (Hospitality Operations)
  • BS84 (Business Studies (Event Management))
  • BS85 (Business Studies (Accounting) / Accounting) 
  • BS86 (Business Studies (Administration / Secretarial))
  • BS87 (Business Studies (Logistics) / Integrated Logistics Management / Logistics for International Trade) 
  • BS88 (Business Studies (E-Commerce) / Business-Information Technology)
  • BS89 (Business Studies (Sport Management) / Sport Management)
  • BS90 (Business Studies (Service Management) / Service Management)
  • BS91 (Beauty & Spa Management)
  • BS92 (Visual Merchandising)
  • BS93 (Community Sport & Recreation Management)
  • BS94 (Retail Merchandising)
  • BS95 (Passenger Services)
  • BS98 (Event Management)
  • BS99 (Human Resource & Administration)
  • IT63 (Games Design & Development)
  • IT64 (Business Information Systems)
  • IT65 (Leisure & Travel Operations)
  • IT76 (e-Business Programming)
  • IT77 (Facility Management)
  • IT78 (Shipping & Operations Services / Maritime Business)

GCE A-Level

Minimum Entry Requirements
  • Obtain an A-S grade for General Paper (English Medium),
  • Obtain an A-E grade for 2 other H2 subjects, AND
  • Must have taken GCE 'A' Level examinations whilst studying in a Junior College / Millennia Institute in Singapore
  • Please click here to view a list of module exemptions


For more details on admission using Singapore Cambridge GCE A-levels qualifications, please refer to our webpage at www.rp.edu.sg.


Admission to RP is based on academic merit and subjected to available vacancies of our diploma programmes. Meeting the minimum entry requirements does not guarantee that applicants will be offered a placement in the diploma programme. These requirements are set in place to ensure fairness to all applicants.

Career Opportunities

As a DCBR graduate, you can enter the exciting fields of marketing, advertising, branding, and other consumer-related functions and take on roles such as:

  • Advertising and Promotions Executive

  • Assistant Research Analyst

  • Brand Executive

  • Consumer Insights Researcher

  • Digital Marketing Executive

  • Marketing Executive

  • Market Research Executive

Further Studies

RP graduates are well-placed to embark on meaningful careers, immediately after graduation. They could even improve their employability by taking part-time courses or SkillsFuture Earn and Learn Programmes (ELPs).

What’s more, every RP diploma is recognised and has a pathway leading to a relevant degree with top local and overseas universities. RP graduates may complete their degrees in just over two or three years in a four-year programme.

Skills Deepening

Upon graduation, DCBR students can choose to deepen their skills and knowledge in a chosen field before embarking on their career. They could either sign up for part-time courses or pursue ELPs. Please visit our lifelong learning page to find out more.

Undergraduate Studies

DCBR graduates can choose to pursue business and social science programmes at local or overseas universities and may be eligible for exemptions at a number of institutions.


  • Bachelor of Business Management / Administration 

  • Bachelor of Commerce / Business (International Business)

  • Bachelor of Commerce / Business (Management) 

  • Bachelor of Commerce / Business (Marketing) 

  • Bachelor of Economics 

  • Bachelor of Innovation and Entrepreneurship

Social Sciences

  • Bachelor of Arts

Last updated on 17 May 2020