Customer Centricity and Consumer Behaviour

This unit 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.