Doreen Kum

Senior Lecturer at NUS Institute of Systems Science

at National University of Singapore


NUS Institute of Systems Science

Education Qualifications

  • PhD, National University of Singapore, 2003
  • BBA (Hons), National University of Singapore, 1994

Academic Experience

  • Senior Lecturer of Marketing, National University of Singapore, 2013 - current
  • Senior Lecturer, University of Newcastle, Singapore, 2007 - 2012
  • Adjunct Lecturer, Singapore Management University, 2007 - 2012
  • Assistant Professor, University of New South Wales Asia, 2007
  • Lecturer, National University of Singapore, 2006

Corporate Experience

  • Research Plus Pte Ltd
  • Goh Joo Hin Pte Ltd (for New MoonTM)
  • Diethelm Keller Healthcare
  • Biomed Diagnostics
  • Advanced Medical Optics (for CompleteTM)


  • Asian Market and Marketing Management (undergraduate)
  • Principles of Marketing (undergraduate)
  • Marketing Management (MBA)

National University of Singapore

Elison L, Kum, Doreen and Lee, Yih Hwai (2015), "Understanding how Changes within Service Experiences impact Prospective versus Retrospective Time Judgments", Journal of the Academy of Marketing Science, 43, 6, 730-745 Yih Hwai Lee, Kum, Doreen, Lars Bergkvist and Siew Meng Leong (2012), "Effect of Product Concept and Brand Personality on Inferences and Brand Extension", Journal of Marketing Management , Vol. 28, no. (11/12), 1291-1304 Kum, Doreen, Lee, Yih Hwai and Qiu Cheng (2011), "Testing to Prevent Bad Translation: Brand Name Conversions in Chinese-English Contexts", Journal of Business Research, Vol. 64, no. 6, 594-600 Kum, Doreen and Lee Yih Hwai (2011), "The Joint Effects of Advertising and Product Trial: A Source-monitoring Perspective", Marketing Letters, Vol. 22, no. 3, 213-226

Courses Taught

Read about executive education

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