This unit (VHH2001) will provide students with a broad theoretical and technical understanding of consumer behaviour theory, with a particular focus on how this theory is applied within a hospitality or hotel environment. This theoretical knowledge will be applied by students through customer-centric design principles. Students will interpret and transmit customer-centric solutions in a range of hotel and hospitality settings, framing key services around the needs, wants and limitations of end users. Students will analyse customer data and apply design thinking methodology to ensure that key products and services reflect consumer behaviour and attitudes, purchasing attitudes and consumer trends.

Unit details

Location:
Footscray Nicholson
Study level:
Undergraduate
Credit points:
12
Unit code:
VHH2001

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Analyse and interpret the cognitive and behavioural theories of consumer behaviour and examine their application in a hospitality and hotel management setting;  
  2. Evaluate purchasing behaviour within the hospitality and hotel management sector;  
  3. Identify and analyse customer data to inform customer-centric design and decision making; and  
  4. Apply basic design thinking principles to service-based customer-centric solutions within a hospitality or hotel management setting.  

Assessment

Assessment type Description Grade
Test Online quiz 10%
Case Study Individual case study 40%
Project Part A: Group industry analysis report (40%) Part B: Group oral presentation (10%) 50%

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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