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FOOD09008 2022 Food Business, Innovation and Entrepreneurship

General Details

Full Title
Food Business, Innovation and Entrepreneurship
Transcript Title
FoodBusinessInnovationEntrepre
Code
FOOD09008
Attendance
N/A %
Subject Area
FOOD - 0721 Food Science & Processing
Department
HEAL - Health & Nutritional Sciences
Level
09 - Level 9
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Thomas Smyth, Owen Kenny, Maria Dermiki, Paul Sullivan
Programme Membership
SG_SFOOD_M09 202200 Master of Science in Food and Nutritional Product Development SG_SFOOD_S09 202200 Postgraduate Certificate in Food and Nutritional Product Development SG_SFOOD_M09 202200 Master of Science in Food and Nutritional Product Development SG_SFOOD_O09 202300 Postgraduate Diploma in Science in Food Product Development
Description

Food Business Innovation and Entrepreneurship will provide students with the business acumen required to link science to business, giving them the skills to be a success in food product development in both the Irish and International Markets. This module will build on the skills and learning outcomes of the Food Product Development Module, enabling students to understand the needs and wants of consumers and how this can be harnessed during the development process to streamline the development process and increase efficiencies ensuring a smooth transition from prototype product to final launched product. The module will also ensure students have the required knowledge and expertise to set up their own food business.

Learning Outcomes

On completion of this module the learner will/should be able to;

1.

Examine food marketing, and appraise the key marketing factors underpinning new product success in competitive markets.

2.

Evaluate the costs of product development and marketing of new products to food companies

3.

Investigate the underlying influences on consumer behaviour

4.

Formulate a marketing strategy for a new food product.

5.

Investigate and critique key features of entrepreneurship and innovation

Teaching and Learning Strategies

The students will be exposed to a blend of learning activities e.g. in class and online lectures, independent learning and directed learning. This approach is expected to address various student learning needs. Moodle will be used to upload educational material (e.g. powerpoint presentations, recordings of online lectures and supplementary reading material) and a means of assessment (e.g. uploading assignments and presentations).

Case studies and problem based learning will be employed to facilitate deeper learning and provide the students with the skills to apply their knowledge to real life scenarios. 

Module Assessment Strategies

This is a 100% CA module and the students will be assessed through a variety of assignments such as Case Studies, Essays and Presentations. Students may be assessed individually or in group environments with a strong emphasis on continual improvement and skill building.

 

Repeat Assessments

Repeat assessment, where relevant, will involve assignment, assessment that provides evidence that the student has met the subject and topic learning outcomes to the required standard. Assignment guidelines will be provided.

Indicative Syllabus

1. Examine food marketing, and appraise the key marketing factors underpinning new product success in competitive markets

  • Marketing's role in a food business, a startup food business and a food industry context.
  • The main business orientations that have shaped and developed marketing as a discipline.
  • The differences between product and services marketing; business to business and business to consumer marketing
  • Marketing communications mix

2. Evaluate the costs of product development and marketing of new products to food companies

  • Costing of products - materials and packaging.
  • 'Best practice', contrast benefits and costs of marketing to food businesses.
  • The micro and macro environment as it relates to the function of marketing.
  • State agencies and private consultancy firms supporting a food businesses' marketing plan and marketing communications plan
  • Feasibility study for new ideas

3. Investigate the underlying influences on consumer behaviour.

  • Market Segmentation, Targeting and Positioning Strategies.
  • Consumer Behaviour (Model of Consumer Behaviour; Characteristics Affecting Consumer Behaviour, The Buyer Decision Process & Types of Buying Decision Behaviour)

4. Formulate a marketing strategy for a new food product.

  • The Macro Business Environment, and business growth strategies.
  • Customer Relationship Management & Legislation relevant to this activity.
  • Agencies that support new business start-ups in the food / nutritional sector.
  • Product Lifecycle, New Product Development
  • Creative design brief

5. Investigate and critique key features of entrepreneurship and innovation

  • Diffusion of an Innovation.
  • Creativity and the creative process
  • Legal protection for new ideas
  • Legal structures available to start-up businesses

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Project Coursework Assessment Assessment 30 % Week 5 1,2
2 Assignment Coursework Assessment Assignment 40 % Week 9 3,4,5
3 Critique of Innovation and Entrepreneurship Coursework Assessment Essay 30 % Week 12 5

Online Learning Mode Workload


Type Location Description Hours Frequency Avg Workload
Lecture Online Online Lecture 1 Weekly 1.00
Lecture Flat Classroom Workshop 4.5 Once Per Semester 0.30
online post-delivery support Not Specified Asynchronous learning 1 Weekly 1.00
Independent Learning Not Specified Independent Learning 5 Weekly 5.00
Total Online Learning Average Weekly Learner Contact Time 1.30 Hours

Required & Recommended Book List

Required Reading
2011-01-18 New Food Product Development CRC Press
ISBN 1439818649 ISBN-13 9781439818640

About the Second Edition: "... a clear and thorough understanding of how the industry as a whole competes, succeeds, and in some instances fails to bring new products to the marketplace.... delivers helpful information in a concise, organized style, bringing together diverse elements of the food industry that are all important for a new product introduction into the marketplace.... [a] should-have reference book for anyone involved in developing new food products working in or with the food industry." Journal of Product Innovation Management, Vol. 23, No. 3 See whats new in the Third Edition: Examination of modern marketing techniques such as neuromarketing technology, test market modeling software, and social network marketing Exploration of economic challenges and how to do more with less to combat rising food commodity prices and lower carbon footprint Cohesive overview of all aspects of new food product development technologies and advances In-depth review of techniques of new product development and simulated test markets Expanded discussion of the problems specific to product development for the food service industry With new material highlighting the latest trends and science in marketing and electronic communication and their combined effect on market research, New Food Product Development: From Concept to Marketplace, Third Edition, describes stages of development in detail, beginning with sources of ideas and moving through development, final screening, and introduction into the marketplace. Drawing on his extensive experience in new food product development, the author outlines ways a company can organize for new product development and optimize available resources. He focuses on the roles, functions, and interactions of the members of the food product development team, other company departments, and outside resources in the food product development process. A well-grounded, broad perspective in the fundamentals of the new food development process in industry, this new edition of a bestseller clearly delineates cost-effective best practices for bringing new products to market.

Recommended Reading
2013-06-18 Strategic Intuition Columbia University Press
ISBN 9780231142694 ISBN-13 0231142692

Three kinds of strategic ideas apply to human achievement: strategic analysis, where you study the situation you face; strategic intuition, where you get a creative idea for what to do; and strategic planning, where you work out the details of how to do it. For more than a decade, William Duggan has conducted pioneering research on strategic intuition. He now gives us this eye-opening book that shows how strategic intuition lies at the heart of great achievements throughout human history: the scientific and computer revolutions, women's suffrage, the civil rights movement, modern art, microfinance in poor countries, and more. Considering the achievements of people and organizations, from Bill Gates to Google, Copernicus to Martin Luther King, Picasso to Patton, you'll never think the same way about strategy again.

Required Reading
2019 Principles of Marketing Pearson Higher Education
ISBN 1292269561 ISBN-13 9781292269566

Revised edition of the authors' Principles of marketing.

Required Reading
2019-02-04 Marketing Concepts and Strategies
ISBN 1473760275 ISBN-13 9781473760271

Module Resources

Non ISBN Literary Resources
Journal Resources
URL Resources
Other Resources
Additional Information