FSC5051 · Innovation consumer behaviour and food marketing

Overview

This unit extends industry approaches to product innovation with specific focus on the food and beverage industry. This unit investigates how to achieve consumer appeal through techniques such as customer focused innovation and sensory science techniques to consider branding, media selection and positioning to influence behaviour, category management principles and retail readiness. Additionally you will encounter challenges and opportunities facing the translation and commercialisation of food science, while considering the stakeholders and regulations that oversee the innovation process. You will communicate commercial concepts to stakeholders using multi-media communication tools, and commercialisation strategies. The unit teaches evidence based problem solving and predictive thinking through the analysis, critique and interpretation of empirical economic and business data and established commerce theory relevant to the food industry. The unit develops your ability to disseminate complex consumer and market data to communicate innovative design to a variety of stakeholders in the food industry.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. Explain the process of taking an innovation to market in the food and beverage industry;
2. Formulate actionable solutions to new product innovation and marketing issues using theoretical and practical approaches;
3. Apply the new product innovation process to the launch of a selected product, with a focus on the important initial phases of the new product innovation process;
4. Analyse and interpret market data and apply innovation theory to create and communicate compelling innovation strategies and plans to key stakeholders and;
5. Reflect on the key facilitators and inhibitors of innovation success in the food and beverage industry.

Workload

• Contact hours equivalent to minimum 36 hours over 12 weeks. • Additional requirements for at least 108 hours of independent work, including pre-work, teamwork and assessment development over twelve weeks.

Student experience, not official rules. Nothing here changes what the Handbook says.