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 make use of contemporary customer data sources and apply design thinking methodology to ensure that key services reflect consumer behaviour and attitudes, purchasing attitudes and consumer trends.

Unit details

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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;  
  2. Reflect upon the relationships between the concepts of behaviour and attitudes, and examine their application to consumer behaviour in a hospitality and hotel management setting;  
  3. Evaluate purchasing behaviour within the hospitality and hotel management sector;  
  4. Identify and analyse customer data to inform customer-centric design and decision making; and  
  5. Apply basic design thinking principles to service-based customer-centric solutions within a hospitality or hotel management setting.  


Assessment type Description Grade
Test Weekly online tests 20%
Project Industry project 40%
Presentation Industry project 10%
Examination Final examination 30%

Required reading

Consumer behaviour: Applications in marketing (3rd ed.).
East R., Wright M., & Vanhuele M. (2017).
London: Sage Publications Ltd.

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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