Module Catalogue

ACE2148 : Communicating about Food & Nutrition (Inactive)

  • Inactive for Year: 2017/18
  • Module Leader(s): Miss Beth Clark
  • Owning School: Natural and Environmental Sciences
  • Teaching Location: Singapore
Semesters
Semester 2 Credit Value: 10
ECTS Credits: 5.0

Aims

Communicating about food is a complex process that requires a deep understanding of the relationship that food plays in peoples’ lives. This module seeks to explore the different marketing communications techniques available that can support the development of effective and efficient food communication activities. Communications with both the end consumer and other stakeholders and intermediaries in the food supply chain will be considered. The link between communication and behaviour will be explored in detail to assess the role food communication can play in changing how people behave with respect to food (i.e. how much they eat; what they eat; how they prepare and cook food; how much food they waste).

Outline Of Syllabus

Introduction to Marketing Communications
The role of communication in food marketing
Applying marketing communications to Food & Nutrition
Marketing Communication Techniques (Traditional and New)
- Advertising
- Sponsorship (incl. celebrity endorsement)
- Public Relations
- Personal Selling
- Sales Promotion
- Direct Marketing
- Social Media
Private Sector Food Marketing Communications
Public Sector Food Communication
- Food Risk and Safety Communication
- Nutritional & Dietary Communication

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion125:0025:00Preparation for and completion of individual project
Scheduled Learning And Teaching ActivitiesLecture241:0024:00N/A
Guided Independent StudyDirected research and reading201:0020:00Reading of case studies and assigned reading.
Scheduled Learning And Teaching ActivitiesSmall group teaching41:004:00Discussion of Food and Nutrition Communication Case Studies
Guided Independent StudyIndependent study127:0027:00Research and reading beyond the taught material
Total100:00
Teaching Rationale And Relationship

Students will be introduced to the key material via formal lectures. Small group teaching will be used to deliver a selection of case studies to explore private and public food communication campaigns. These teaching and learning methods will support the development of all the skills through detailed analysis the techniques and challenges associate with communicating food and nutrition to a diverse audience (IKO 1;2;3;4).

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Written exercise2A100Individual Marketing Communications Project - 2000 words excluding references
Assessment Rationale And Relationship

All students will be required to complete an individual marketing communications project from a selection of food issues. Students will be required to consider how marketing communications can be used to address a chosen food issue and to design for this food issue a food communications strategy. All learning and skills outcomes will be measured through this assessment as the task set will require stduents to demsontrate informationliteracy, problem solving, comuter literacy and critical thinking and writing skills in an applied context. Their communication skills will be developed through in class discussion and case study discussion which will directly relate to the assessment task set.

Reading Lists

Timetable