Program
1. Module 1 – Fundamentals of Food Marketing
Theoretical–practical classes (3 hours)
1.1 Key concepts: marketing mix, segmentation, positioning.
1.2 Consumer behaviour in the food sector.
1.3 Current trends: clean label, plant-based, convenience, functional foods, UPFs and reformulation.
1.4 Communication and labelling as marketing tools.
1.5 Digital Marketing Strategies.
1.6 Case studies: successful brands in the EU.
2. Innovation in the Food Industry
Theoretical–practical classes (3 hours)
2.1 Drivers of innovation: health, convenience, sustainability, emerging technologies.
2.2 Technological innovation: HPP, precision fermentation, salt/sugar/fat reduction, functional fibres, plant-based substitutes.
2.3 Regulatory barriers (EU) and safety requirements.
2.4 Creative tools: brainstorming, design thinking, empathy mapping.
2.5 Innovation roadmap in food companies.
3. Development of New Food Products
Theoretical–practical classes (3 hours)
3.1 Stages: ideation → concept → formulation → prototype → evaluation → launch.
3.2 Sensory, nutritional and technological quality criteria.
3.3 Legislation and labelling (EU Regulation 1169/2011 and nutrition/health claims).
3.4 Reformulation strategies and reduction of ultra-processing.
3.5 Shelf-life studies and food safety (brief introduction).
3.6 Packaging and sustainability.
4. Food Industry and the Role of the Nutritionist
Theoretical–practical classes (3 hours)
4.1 Overview of the food industry in Portugal and the EU.
4.2 Value chain of the agri-food sector.
4.3 The nutritionist in industry: quality control, R&D, marketing/communication, sustainability and social responsibility, regulation and scientific affairs.
4.4 Academia–industry partnerships.
4.5 Valued professional skills and profiles.
Internship(s)
NAO