2021/22 Part-time Postgraduate Short course and CPD
Ulster University Business School
Department of Hospitality and Tourism Management
29 September 2021
For full instructions on how to apply for postgraduate short courses, please contact the Centre for Flexible and Continuing Education - FlexEd@ulster.ac.uk
This course provides an in-depth understanding of the key theoretical concepts relating to consumer food choice and decision-making.
This course provides an in-depth understanding of the key theoretical concepts relating to consumer food choice and decision-making. It introduces participants to the wide range of factors impacting on consumer food choice. Focusing on the social and cultural aspects of food choice, participants will be required to understand food choice at an individual and population level.
This course can be taken individually or combined over a period of time towards a Postgraduate Certificate of Professional Development.
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The aim of this course is to provide an overview of the factors that influence consumer food choice (e.g. socio-economic, nutritional, sustainability, availability, technological, political, etc) and the consumption patterns within these food systems. The course will introduce participants to the key theoretical concepts in understanding food choice (e.g. the food choice process model, the theory of reasoned action/planned behaviour, etc) and apply these to different food systems.
Content is as follows:
Day 1 - The theory of food choice
Participants will be introduced to the concept of food choice and their underpinning theoretical concepts, such as the Food Choice Process Model, the Theory of Food Planned Behaviour and the Theory of Reasoned Action. Content will address the factors that influence food choice behaviour in individuals, groups and populations and include the psychological determinants of consumer food choice relating specifically to motivations and decision- making styles.
Day 2 - The cultural dimensions of food
Participants will learn about the cultural dimensions of food and its relationship with a consumers', for example, how it can enhance one's social identity, play a role within social rituals, be used as a mechanism for social power, etc. More specifically, lectures will explore the social and spiritual aspects of food across different cultures and address the influence of health and nutrition on today's consumer. Participants will also be presented with an overview to behaviour change and how this approach can be used to influence consumer food choice.
Day 3 - Integrating consumer food choice into product design
Participants will learn about how to undertake consumer led product development by integrating the factors impacting on food choice into the product development process. Lectures will discuss how to determine consumers attitudes towards food and explore some of the methods used to understand their preferences e.g. Means End Chain Analysis. Participants will also learn how to undertake a rapid evidence assessment on the factors influencing food choice. The concept of design (and product design) will be introduced as a core theme which will continue throughout the course.
(1) Report (50%)
Participants will be required to write a market report on the factors affecting consumer food choice for a selected consumer group of your choice. Participants will be required to identify the most relevant factors and the most prevalent cultural practices influencing their target consumer groups food choices using supporting evidence. Using this information, participants will be required to identify potential product ideas/concepts for development. The report should be 2000 words.
(2) Presentation (50%)
Participants, on an individual basis, are required to create a 'Food Culture Video' for a country of their choice. The video should focus on understanding the cultural dimensions of food e.g. societal norms, values, rituals, spiritual practices and/or social trends. The video should provide a clear explanation of the influence of a country's culture on food choice and behaviour. The video should last 10 minutes in duration and use a range of creative images and/or interactive content.
The course requires attendance on three consecutive days from 9.30am to 5.30pm on 29, 30 September and 1 October 2021 plus two learning set days from 9.30am to 1.30pm on 6 October and 2 November 2021.
Any undergraduate degree (second class honours or above).
In addition, applicants must have at least one year's managerial/executive/owner position experience within a Food and Drink company. (Please contact us if you are unsure about the experience entry requirements).
Applicants whose first language is not English must meet the minimum English entrance requirements of the University and will need to provide recent evidence of this (certified within the last two years).
Most of our courses require a minimum English level of IELTS 6.0 or equivalent, with no band score under 5.5. Trinity ISE: Pass at level III also meets this requirement.
Please see details of the English language qualifications and certificates we can accept - https://www.ulster.ac.uk/__data/assets/pdf_file/0005/177404/Other-english-language-tests-and-qualifications-2017.pdf
International applicants will also require a short-term study visa. Further information is available at https://www.ulster.ac.uk/international/visa-immigration
The content for each course is summarised on the relevant course page, along with an overview of the modules that make up the course.
Each course is approved by the University and meets the expectations of:
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Postgraduate Master’s courses typically comprise 180 credits, taken in three semesters when studied full-time. A Postgraduate Certificate (PGCert) comprises 60 credits and can usually be completed on a part-time basis in one year. A 120-credit Postgraduate Diploma (PGDip) can usually be completed on a part-time basis in two years.
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Calculation of the Final Award
The class of Honours awarded in Bachelor’s degrees is usually determined by calculation of an aggregate mark based on performance across the modules at Levels 5 and 6, (which correspond to the second and third year of full-time attendance).
Level 6 modules contribute 70% of the aggregate mark and Level 5 contributes 30% to the calculation of the class of the award. Classification of integrated Master’s degrees with Honours include a Level 7 component. The calculation in this case is: 50% Level 7, 30% Level 6, 20% Level 5. At least half the Level 5 modules must be studied at the University for Level 5 to be included in the calculation of the class.
All other qualifications have an overall grade determined by results in modules from the final level of study. In Master’s degrees of more than 200 credit points the final 120 points usually determine the overall grading.
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