FZCR54-Understanding & Influencing Consumer Behaviour

Module Provider: Food and Nutritional Sciences
Number of credits: 0 [0 ECTS credits]
Terms in which taught: Autumn term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2018/9

Module Convenor: Dr Lisa Methven

Email: L.Methven@reading.ac.uk

Type of module:

Summary module description:

Delivered on-line only through distance learning using video lectures, interactive forum based seminars and self-directed study hosted on the University of Reading’s VLE, this module will cover nutrition throughout the life span and takes the students through the dietary needs and requirements of the population from birth to old age.


The module aims to provide an introduction to, and knowledge of, the role of diet throughout the human life span; in particular, how the scientific evidence underpinning what constitutes a healthy diet can be related to different age groups who may have specific needs and health risks. Students will develop the knowledge and skills to critically appraise the dietary requirements of an age group, and translate this to healthy eating guidelines.  The module will consider the scientific rationale for potentially targeting healthy recommendations to the differing demands of groups in our society.

Assessable learning outcomes:

On completion of the module, learners should be able to:

  • Discuss the dietary needs of different age groups within our society

  • Critically appraise dietary guidelines and foods targeted to specific age groups

  • Evaluate gaps in the market in light of differing dietary needs in society

  • Critically appraise the composition of food items in relation to healthy eating targets for people with different lifestyles and needs

  • Discuss the potential for the food industry in ethical and effective targeting of foods for specific age groups. 

Additional outcomes:

The following transferable skills will be developed in this module:

Debating skills

Outline content:

This module is designed to provide an understanding of the role of diet in distinct age groups in the UK. Areas of particular focus include pre-natal, infant, adolescence, adults, sedentary adults, active adults and the aging population. Students will appraise the UK diet and consider the potential role of the food industry in ensuring the population achieves appropriate dietary guidelines.

Brief description of teaching and learning methods:

The module will consist of ten weeks of distance learning material, including video lectures, guided reading, interactive workbooks and online discussion boards delivered by experts in the area. Discussion and feedback will take place through the Virtual Learning Environment associated with the module and e-mail. 

Contact hours:
  Autumn Spring Summer
Tutorials 10
Guided independent study 55
Total hours by term 65.00
Total hours for module 65.00

Summative Assessment Methods:
Method Percentage

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

There is no summative assessment in this module

Formative assessment methods:

Penalties for late submission:
The Module Convener will apply the following penalties for work submitted late:

  • 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[1] (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/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.

    Assessment requirements for a pass:

    Reassessment arrangements:

    Additional Costs (specified where applicable):
    1) Required text books:
    2) Specialist equipment or materials:
    3) Specialist clothing, footwear or headgear:
    4) Printing and binding:
    5) Computers and devices with a particular specification:
    6) Travel, accommodation and subsistence:

    Last updated: 20 April 2018


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