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ACE3040 : Animal Product Quality and Marketing

  • Offered for Year: 2019/20
  • Module Leader(s): Dr Jonathan Guy
  • Lecturer: Dr Sharron Kuznesof
  • Other Staff: Professor Thomas Hill
  • Owning School: Natural and Environmental Sciences
  • Teaching Location: Newcastle City Campus
Semester 2 Credit Value: 10
ECTS Credits: 5.0


To provide students with an understanding of:
- the complex relationships between animal production practices and the quality of end products.
- the complexity of marketing and the current markets for the primary animal products in the UK.
The module considers the interface of the production of animal products with consumer requirements for these products. It is delivered by social scientists, food scientists and animal scientists so that each aspect of the syllabus is delivered by a subject specialist. The content of the module requires a degree of understanding of scientific principles (such as the conversion of muscle to meat) for which some students may need to undertake additional reading. Emphasis is also placed on students undertaking their own background reading into particular aspects of animal product marketing and quality which interest them, particularly if this might lead to employment opportunities e.g. as a Food Technologist for a particular animal product.

Outline Of Syllabus

1) Introduction
Definitions of 'quality' and 'marketing'
Evaluation of quality: measurement in meat, milk and eggs
Consumer requirements and perceptions of animal products

2) Meat and meat products
Structure and function of muscle, conversion of muscle to meat
Factors affecting meat quality - pre and post farm gate effects
Consumer requirements, including perceptions and nutritional qualities
Meat processing - determinants of quality
UK market for red meat and poultry

3) Milk and milk products
The market for milk and milk products: changing requirements and distribution systems
Manipulation of milk composition and quality - production effects
Processing of milk for liquid composition - low fat, long life and nutritionally-enhanced products
Requirements and processes for butter, cheese, yoghurt and other milk products

4) Eggs and egg products
Markets in the UK and EU
Quality criteria and their modification by production practices

5) Additional topics to be covered
Opportunities for co-operation within the animal product sector
EU role in the support of animal products

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion10:300:3030 minute group presentation
Guided Independent StudyAssessment preparation and completion111:0011:00Revision for and completion of Semester 2 examination.
Scheduled Learning And Teaching ActivitiesLecture92:0018:00Two hours per week for 9 weeks.
Scheduled Learning And Teaching ActivitiesSmall group teaching32:006:00Two seminars on meat quality (one from an invited speaker) and one student-led seminar on marketing.
Scheduled Learning And Teaching ActivitiesFieldwork13:003:00Field visit to food processing factory.
Guided Independent StudyStudent-led group activity16:006:00Group work to co-ordinate and rehearse seminar presentation.
Guided Independent StudyIndependent study120:0020:00Student-led research and reading on module topics beyond that provided in lectures.
Guided Independent StudyIndependent study135:3035:30Follow up to lectures including background reading and note compilation.
Teaching Rationale And Relationship

Fundamental principles are imparted through a combination of formal lectures given by members of staff, specialists in their particular subject areas, and small group teaching comprising two seminars on meat quality and one on marketing. Use is made of an invited speaker who is an expert on processed meat quality, to augment a visit to a meat processing factory. Graduate skills in oral communication and teamwork are developed in the student-led marketing seminar.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination1202A70Answer two questions from five.
Oral Presentation302M3030 minute group presentation
Assessment Rationale And Relationship

The formal exam tests the knowledge acquired of factors affecting the quality and marketing of animal products. The group presentation requires students to carry out an in-depth search of the literature in a particular subject and then present this to the rest of the group in a concise form. Students work in teams to plan, write and deliver a presentation on a given topic: this furthers their skills in written, oral and interpersonal communication. The ability to deal with questions after the presentation will allow staff to assess the development of critical thinking skills, to see how students can utilise their knowledge to address specific questions from their peers and academic staff

Reading Lists