Surrey University Stag


Module code: MAN2149

Module Overview

The behaviour of consumers is a fundamental aspect in understanding the nature of tourism and hospitality business as a whole. Additionally, the understanding of consumer behaviour is imperative for creating the conditions for positive and satisfactory consumer experiences as well as formulating successful marketing strategies. This module provides students with opportunities to develop their understanding of key aspects and strategic implications of consumer behaviour.

Module provider

Hospitality, Tourism & Events Management

Module Leader


Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 5

JACs code: N800

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 117

Lecture Hours: 22

Seminar Hours: 11

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

Indicative content includes:

• Introduction to consumer behaviour

• Perception

• Learning and memory

• Motivation, personality and emotion

• Attitudes

• Self-concept and lifestyle consumption

• Postpurchase behaviour

• Cross-cultural behaviour

 • Consumer behaviour in the digital era

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework GROUP POSTER 50

Alternative Assessment

In the event that a group poster is not suitable for re-assessment, an individual essay of 1,000 words will be assigned.

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate their knowledge and understanding of key concepts of consumer behaviour and the extent to which they are able to critically evaluate current issues and its managerial implications.

Thus, the summative assessment for this module consists of:

• A group poster presentation (50%) requiring students to work in groups to undertake a short qualitative study and report as a poster;

• A case study assignment (individual) (50%) assessing students’ knowledge and understanding of key concepts and principles of consumer behaviour.

Formative assessment

• Students will be encouraged to use dedicated seminars to seek feedback on their poster and case study;


Feedback will be provided on the formative assessment in a variety of forms and through multiple channels. Verbal feedback on the poster and case study will be provided prior to submission, and written feedback following submission. In addition, lectures and seminars will provide opportunities for feedback on knowledge and understanding. Written feedback will include what the student did well, and how to improve work in the future.

Module aims

  • Develop an understanding of the theoretical foundations of consumer behaviour
  • Critically review key aspects of tourist behaviour and factors affecting it
  • Enrourage students to apply theoretical and practical aspects of consumer behaviour in the context of tourism, transport, hospitality and events;
  • Enable students to critically evaluate current theories and research in Consumer Behaviour

Learning outcomes

Attributes Developed
001 Demonstrate knowledge and understanding of key concepts and theories of consumer behaviour K
002 Critically evaluate the factors influencing consumer behaviour CPT
003 Apply consumer behaviour concepts and theories in the context of tourism, transport, hospitality and events KT
004 Understand how knowledge of consumer behaviour can be applied to marketing, strategy and policy development CP
005 Reflect on the contribution of current knowledge of consumer behaviour as well as its limitations and the challenges in further development of consumer behaviour understanding CT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The learning and teaching strategy is designed to:

• Provide students with key knowledge from the perspective of consumer behaviour in tourism, transport, hospitality and events;

• Encourage students to explore and critically evaluate theoretical perspectives and practical implications of consumer behaviour.

The learning and teaching methods include:

  • Interactive lectures (2 hours per week x 11 weeks) designed cover the basics of consumer behaviour, provide a framework of knowledge and develop the ability for critical thinking;

  • Tailored seminars (1 hour per week x 11 weeks) designed to provide a context-specific learning environment for each of the tourism, transport, hospitality and events programmes;

  • Group work and feedback;

• Guest lectures to provide links between theory and practice.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: MAN2149

Other information

The Assessment Strategy is designed to give students opportunities to exhibit their knowledge and their ability to apply this. It will also develop transferable skills, including communication skills and critical analysis.

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2023/4 academic year.