FZMR11: Keeping the Customer Informed $£ The Challenge for Food Businesses

Module code: FZMR11

Module provider: Food and Nutritional Sciences; School of Chemistry, Food and Pharmacy

Credits: 10

Level: Postgraduate Masters

When you'll be taught: Semester 1

Module convenor: Dr David Jukes, email: d.j.jukes@reading.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: No

Talis reading list: No

Last updated: 21 May 2024

Overview

Module aims and purpose

This module will explore the issues raised when seeking to establish effective controls on the provision of food information to consumers.  A major element of the module is built around aspects of the main European Union controls established by Regulation 1169/2011 including ingredients’ listing, date marking, country of origin labelling and nutrition information.  However aspects found in other legislation will also be considered: health and nutrition claims and the labelling of genetically modified foods are examples of two key areas. 

The module aims to enhance a student’s ability to: 

• Comply with food labelling requirements 
• Effectively communicate with marketing personal on the validity and appropriateness of planned marketing campaigns 
• Establish company policies for responding to consumer requests for information on products 
• Appreciate the context in which food labelling and marketing rules are determined and be able to contribute to their future development 
• Be aware of that in different jurisdictions around the world, there are varied and different requirements  

Module learning outcomes

By the end of the module, it is expected that students will be able to:

1. Contribute to the development of legal labels
2. Assess whether food advertisements meet industry standards
3. Prepare reasoned arguments for limiting the legal requirements for food information
4. Prepare reasoned arguments for supporting additional legal requirements for food information

The following transferable skills will be developed in this module:

1. Critical evaluation and dissemination of information from a variety of sources

Module content

The module consists of 8 weeks of distance learning material followed by a four week period for the writing of material for the final assessment.  The initial week sets the context of the issues to be considered in the module.  Subsequent weeks will tackle specific topics and will consider the deeper implications of the issue being considered (see subtitles indicated below for examples of the implications which might be considered).   

• Overview of consumer requirements and expectations for food information including international legal requirements for the provision of food information but with a focus on the European Union Regulation 1169/2011. 
• Topic 1: Food Additives and E-numbers – What do consumers feel about chemicals? 
• Topic 2: Date marking – Does misunderstanding lead to excessive food waste? 
• Topic 3: Country of Origin Labelling – If it is safe, does it matter where food comes from? 
• Topic 4: Nutrition Labelling – Can nutrition labelling rules improve dietary outcomes? 
• Topic 5: Claims – A marketing gimmick or a valued consumer benefit based on sound science? 
• Topic 6: Genetically Modified Foods – Have GM labelling rules benefitted consumers? 
• Reflection and review of topics and implications for food businesses, national authority regulators and consumers. 

Note that above list is indicative of the likely topics but may be subject to change. 

Structure

Teaching and learning methods

The module is delivered entirely online with weekly blocks of learning material.  This includes short video lectures setting out key points and providing examples of the issues under consideration. This is supported by providing access to a combination of official material (for example relevant regulations or official publications), publications by campaigning organisations and research papers. Interaction between students is encouraged using the virtual learning environment (Blackboard) discussion boards.

The module consists entirely of internet-based course material (including audio/visual files, pdf documents and web links) with exercises provided for each element enabling students to assess their understanding and progress. Interaction with the course leader will be available using discussion fora.

Study hours

At least 0 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 50% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Reassessment

Additional costs