School of Management and Communication

School of Management and Communication (SMC)

Keen to reach the peak of success and flourish in a contemporary workforce? At SMC, you will develop an entrepreneurial mindset and be well-equipped with crucial communication skills to drive growth. It is prime time to turn your valuable insights into winning strategies to make an impact.

How to Ace Your EAE Application

Learn how you can demonstrate your strong passion and aptitude for SMC's courses by referring to the table below. 

Course name Has passion for or interest in: Participated in activities such as: Other considerations:
Common Business Programme (R57)^
  • Business
  • Hospitality
  • Business or hospitality competition such as Financial Literacy for Youth Race, Build Your Own Business Board Challenge, Digital Business Challenge, and Hospitality Race
  • Relevant AEMs*:
  1. Start Your Business Now
  2. Steal the Show: The Killer Presentation
  3. News Reporting in the
  4. 21st Century
  5. Understanding Consumer Research
  6. A Guide to Business of Food and Beverage
  7. Ladies and Gentlemen in the Making
  8. Theme Parks and Attractions – Ride the Action!
  • Leadership roles
  • Entrepreneurial endeavours
  • Strong interests in business and hospitality
Business (R60)
  • Business
  • Social Entrepreneurship 
  • Sport Management
  • Business competitions such as National Pushcart Challenge and Digital Business Challenge
  • Entrepreneurship, Sports, and Service Learning                 
  • Relevant AEMs*:
  1. Start Your Business Now
  2. Sports Events Management
  • Entrepreneurial endeavours
  • Volunteering experience
  • Involvement in sports
Consumer Behaviour & Research (R48)
  • Business
  • Consumer insights
  • Data analytics
  • Marketing
  • Psychology
  • Business and marketing competitions such as Digital Business Challenge
  • Relevant AEM*:
    Understanding Consumer Research
  • Past involvement in conducting survey for school projects
  • Involvement in marketing within CCA or school project
  • Interest in understanding consumers
Human Resource Management with Psychology (R52)
  • Human Resource Management
  • International Business
  • Psychology 
  • Business-related competitions 
  • Applied Studies Experience and Industry Exposure Programme (ASEIEP)
  • Community Service Club
  • Community work
  • Cross cultural programmes
  • Business-related AEMs* and courses
  • Leadership/ Committee roles
  • Past volunteering work
Mass Communication (R32)
  • Writing
  • Content creation
  • Photography
  • Videography
  • Events
  • Publicity
  • The Media Challenge
  • CCAs such as Debate Club, Media Club, and Infocomm Club
  • Courses on video, photography, and language
  • Relevant AEMs*:
  1. News Reporting in the 21st Century
  2. Steal the Show: The Killer Presentation
  • A portfolio which includes:
  1. Written works or essay samples
  2. Videos produced
  3. Photography works

*Advanced Elective Modules (AEMs) are conducted in the same way as all our regular diplomas. The programme helps secondary school students make informed decisions about education and career plans after their graduation.

For more information, visit

^Students in the Common Business Programme can apply for their preferred Diploma towards the end of Year 1 Semester 1.


  • To mentally prepare yourself, create a list of potential questions and rehearse your answers

  • Speak confidently and elaborate your answers during the interview


SMC Kerine Teo
If you are clear on your passion for and interest in a particular course like I was, sign up for EAE. It is a great opportunity for you to secure a place in your dream course!
Kerine Teo Cui Ling
School of Management and Communication
Diploma in Consumer Behaviour & Research
2020 Graduate