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PSYC6001 - Behavioural Science

Title:Behavioural Science
Long Title:Behaviourial Science
Module Code:PSYC6001
Credits: 5
NFQ Level:Fundamental
Field of Study: Psychology
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 2 programme(s)
Module Coordinator: Noel Murray
Module Description: This module aims to introduce the students to the basic concepts of behavioural science as they relate to the Tourism & Hospitality Industry.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Outline the effects of social interactions on behaviour with reference to the tourism and service industries.
LO2 Describe and compare, content and process theories of motivation and examine the significance of motivation in the tourism decision making process.
LO3 Assess the role of psychology in customer care within the tourism and hospitality industry.
LO4 Explain the concepts of socialisation, society and culture and how they impact on workplace behaviour and tourism
LO5 Describe the main trends in Irish development over the last 40 years, their causes and how these changes have impacted on the Irish tourism product.
LO6 Describe what is meant by social class, its link to industrialisation, social class and consumption patterns with particular emphasis on consumption patterns in tourism.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed
No Co Requisites listed

Module Content & Assessment

Indicative Content
Social Interaction
Roles and Rules; Conformity, Obedience and Dissent; Attributions, Stereotyping and Prejudice, Perception, Personality; The Psychology of Groups. The impact of the above on the tourism industry.
Theories of Motivation
Maslow's hierarchy of needs, Hertzberg's two-factor theory; McClelland's Achievement Theory, Vroom's Expectancy Theory; Adam's Equity Theory. The role of motivation in the tourism decision making process.
Customer Care
Theories of Learning: Operatant and Classical Conditioning, Definition of Customer care, Factors that contribute to customer satisfaction, Criteria customers use to evaluate a service. Significance of customer care in the tourism and hospitality industry.
State and Society in Contemporary Ireland
Irish society before, during and after the Celtic Tiger; Tourism, Culture & Ideology, Interculturalism and the Irish experience of Emigration and Immigration, Social structure in relation to class, gender, education and family.
Capitalism, Socialism and the Modern World
Advanced capitalism and uneven global development. The division of labour, the effects of automation, diversity and the changing world of work.
Sociology and Uneven Global Development
Technological influences on culture and tourism, the globalising of the media and its impact on tourism.
Assessment Breakdown%
Course Work40.00%
End of Module Formal Examination60.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Short Answer Questions Social Interaction, Motivation, Customer Care, Contemporary Irish Society, Capitalism, Socialism, Global Development 1,2,3,4,5,6 40.0 Week 6
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4,5,6 60.0 End-of-Semester
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The institute reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Lecture 4.0 Every Week 4.00
Independent & Directed Learning (Non-contact) Readings and Study 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
This module has no Part Time workload.

Module Resources

Recommended Book Resources
  • Perry Share, Mary P. Corcoran, Brian Conway 2012, A Sociology of Ireland, Gill & Macmillan Ltd [ISBN: 9780717149841]
  • O'Grady, M. 2001, An Introduction to Behavioural Science, 1st Edition Ed., Gill & Macmillan Dublin [ISBN: 027-370835-X]
  • Mullins L. & P. Dosser 2013, Hospitality Management and Organisational Behaviour, 4 Ed., Pearson Ed. Limited Essex, England
  • Huczynski, A. & D. Buchanan 2013, Organisational Behaviour, 8 Ed., Pearson Ed. Limited Essex, England
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
CR_FTRSM_8 Bachelor of Business (Honours) in Tourism Management 2 Mandatory
CR_FTOUR_7 Bachelor of Business in Tourism Management 2 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie