NES3111 : Agrifood Communication and Behaviour Change
NES3111 : Agrifood Communication and Behaviour Change
- Offered for Year: 2025/26
- Module Leader(s): Professor Lynn Frewer
- Co-Module Leader: Dr Beth Clark
- Owning School: Natural and Environmental Sciences
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
| European Credit Transfer System | |
Pre-requisite
Modules you must have done previously to study this module
Pre Requisite Comment
Successful completion of a stage 1 marketing module is a requirement
Co-Requisite
Modules you need to take at the same time
Co Requisite Comment
N/A
Aims
Engaging target audiences with content that is understood and where meaning is conveyed effectively, is the primary goal of marketing communications. Marketing communications can be used to: differentiate products or services within a category; reinforce product and service messages and experiences by reminding and reassuring consumers about them; inform consumers by educating and increasing awareness; and persuade consumers by encouraging behaviour change through "calls action." How do marketing communications work? And why might target audience understanding fail? This module takes a critical approach to understanding fail? This module takes a critical approach to understanding marketing communications theories and concepts' particularly in relation to behaviour change.
Outline Of Syllabus
Indicative content:
Disciplinary perspectives on communication and behaviour change
Models of communication and integrated marketing communications
Source characteristics
Semiotic analysis
Heuristics and biases
Social Marketing and public health promotion
Theories of behaviour change
Social proof in conversion rate optimisation
Digital Marketing
Learning Outcomes
Intended Knowledge Outcomes
By the end of this module, a successful student should be able to:
1. Identify, analyse and justify the appropriateness of marketing communications techniques to specific
communications scenarios
2. Discuss how marketing communications are used by both the private and public sectors
3. Critically appraise behaviour change theories
Intended Skill Outcomes
At the end of the module a successful student should be able to :
1. Demonstrate critical analysis to behaviour change theories
2. Demonstrate information literacy, written communication, evidence synthesis and problem solving skills
through the continuously assessed assignment
3. Demonstrate critical thinking and writing skills with respect to the analysis, interpretation and
presentation of evidence in the examination assessment
4. Understand semiotic analysis
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 24:00 | 24:00 | Assignment preparation |
| Scheduled Learning And Teaching Activities | Lecture | 10 | 1:30 | 15:00 | In Person lectures |
| Guided Independent Study | Directed research and reading | 10 | 1:00 | 10:00 | Engagement with Canvas discussions |
| Guided Independent Study | Directed research and reading | 6 | 3:00 | 18:00 | Reading to support seminar discussions |
| Guided Independent Study | Directed research and reading | 8 | 3:00 | 24:00 | Reading to support lectures |
| Scheduled Learning And Teaching Activities | Small group teaching | 6 | 1:00 | 6:00 | In person seminars |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 3 | 1:00 | 3:00 | Optional online "drop-ins" for assignment support |
| Total | 100:00 |
Teaching Rationale And Relationship
A blended learning approach will assist students in achieving the stated learning outcomes. There will be opportunities for students to pose questions, debate, and discuss issues during seminar sessions. A variety of materials will be posted on Canvas, including most key readings and supplementary sources.
Reading Lists
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Report | 2 | M | 100 | Individual report (1200 words) |
Assessment Rationale And Relationship
This assessment will combine a critical analysis of a communication and/or behavioural change concept, and additionally require a semiotic analysis. In doing so, the assessment will address aspects of all three learning objectives.
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NES3111's Timetable
Past Exam Papers
- Exam Papers Online : www.ncl.ac.uk/exam.papers/
- NES3111's past Exam Papers
General Notes
Original Handbook text:
Welcome to Newcastle University Module Catalogue
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You may have some queries about the modules available to you. Your school office will be able to signpost you to someone who will support you with any queries.
Disclaimer
The information contained within the Module Catalogue relates to the 2025 academic year.
In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described.
Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, staffing changes, and student feedback. Module information for the 2026/27 entry will be published here in early-April 2026. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.