Objectives and competences

Students should become familiar with the sources for generating new products/ processes, planning, and conducting a market survey, identify and characterize a target consumer and the main dimensions for commercializing a new product.

Students should use the learnt methodology to propose and develop a new product.

The student should acquire the knowledge and be able to control all aspects related to developing a new food product, therefore integrating knowledge from different areas such as planning of experiments for optimizing formulation and microbiological stability and other aspects related to quality and safety including legislation.

Teaching Methodologies

There are some lectures where new concepts are introduced.

Students are asked to form groups of three or four elements and work in the development of a new product.

Contacts with the industry help in the discussion and support the product development.

Syllabus

Introduction to Marketing concepts: markets; value; satisfaction and quality; marketing information; Consumer: characterization; segmentation; positioning; the four P’s; Planning and controlling marketing.

Main methods of market survey.

Presentation and discussion of case studies by members of the industry and visits.