HSN319 - Consumer and Sensory Innovation of Food
|Year:||2019 unit information|
First offered 2020
Trimester 1: Burwood (Melbourne)
HSN223 or HSN313
Campus: 1 hour class each week, 1.5 hour seminar in weeks 2, 4, 6, 8, 10
New unit 2020
Today’s food environment is complex with a large variety of foods for consumers to choose from. Our sense of taste, smell, sound, vision and touch play a key role in consumer choice. These senses are triggered by the product as well as marketing messages. This unit will discuss the interplay between sensory science and marketing, also known as “sensory marketing”. Sensory marketing includes research investigating how sensory perception influences marketing messages and how marketing messages influences sensory perception with the aim to shape consumers’ product quality perception and buying behaviour. Topics include: the influence of scent on consumer behaviour, role of sound on perception of product quality, how taste is manipulated by marketing messages and multi-sensory approached in food design.
Knowledge and skills obtained through this unit are important for students who seek employment in the food industry (e.g. product developers, brand builders, consumer marketing insight manager, and sensory panel leader), nutrition and health related organisations (e.g. Nutrition Australia) and research (e.g. market research agency, sensory and consumer scientist, food scientist and market analyst).
Assessment task 1: Create and critically analyse an innovative food product by making use of sensory marketing principles (1500 words) 45%
Assessment task 2: Reflection on the comments provided to Assessment task 1 (500 words) 10%
Assessment task 3: Case study report (2000 words) 45%
Unit Fee Information
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