This unit is designed to enhance students’ knowledge and understanding of the
consumer’s decision-making processes, from needs recognition through research, the
evaluation of alternatives, purchase and post-purchase evaluation. While students will
learn the underpinning theories and frameworks, they will also be expected to relate
these to real-world examples, including their own personal experiences.
Learning Outcomes
By the end of this unit a student will be able to:
1. Examine the factors that influence hospitality consumer behaviour and attitudes
2. Demonstrate the ability to map a path to purchase in a hospitality context,
including the decision-making process
3. Evaluate appropriate forms of research to understand influences on the
hospitality consumer decision-making process
4. Evaluate how marketers influence the different stages of the hospitality consumer
decision-making process.
The aim of this unit is to provide students with background and operational
knowledge of the food and beverage industry. Students will examine the different
kind of businesses found within the hospitality sector and the standards associated
with them.
By the end of this unit students will be able to:
1. Explore the food and beverage industry including different styles of food and beverage service outlets, rating systems, and current industry trends
2. Demonstrate professional food and beverage service standards in a real working environment
3. Compare the ways that different food and beverage operations use technology to improve operational efficiency
4. Analyse customer motivations and behaviour and how food service outlets use this information to maximise business success.
By the end of this unit students will be able to:
1. Explore the importance of ongoing professional development and self-directed learning to enhance professional identity and career opportunities.
2. Assess your skills, competencies, and the different learning and development Approaches.
3. Design a professional development plan, within a specific work context.
4. Demonstrate a range of service industry and transferable skills for a job application.
Learning Outcomes
By the end of this unit students will be able to:
1. Explain the needs and expectations of market segments for the service industry
2. Explore the customer experience map to create business opportunities and optimise customer touch points
3. Investigate the impacts of digital technology in customer relationship management
Apply effective customer experience management within a service sector business to maximise customer engagement