Food: Product and Process Design

Market Analysis and Consumer Research

Integrated course, 2.50 ECTS


Course content

Current development of market and consumer behaviour and reaction with respect to sustainability (e.g. beyond meat) and urbanization (e.g. convenience). Introduction to methods of market analysis and consumer research.
Company case study: Analysis of export potential and internationalisation strategies.

Learning outcomes

Participants gain detailed knowledge on market issues and consumer expectations on food, food additives, cosmetics and emerging trends in these fields.
Participants get to know effective methods of market, trend and consumer research and are able to integrate them in a product development process.
Participants reflect on important changes in the society and their consequences for the food system. They are able to use this information for decision making concerning the potential for new products.

Recommended or required reading and other learning resources / tools

A. Kuß: Marktforschung: Grundlagen der Datenerhebung und Datenanalyse
A. Magerhans: Marktforschung: Eine praxisorienteirte Einführung
P. Winkelmann: Vertriebskonzeption und Vertriebssteuerung
L. Berekoven: Marktforschung: methodische Grundlagen und praktische Anwendungen
U. Schrader: Nachhaltiger Konsum: Forschung und Praxis im Dialog
K. Hollmann: Der Konsum der Gesellschaft: Studien zur Soziologie des Konsums
Research & Results, Planung & Analyse, Marktforschung & Management

Mode of delivery

Integrated Course

Prerequisites and co-requisites

Basic marketing

Assessment methods and criteria

Module Exam