Food Concept Design: Mapping Strategic and Service-Oriented Possibilities within Food Businesses

Course content

The course aims, to provide the students with a broad design frame-of-reference for the theoretical and methodological knowledge and skills, as well as practical, creative work with analyzing public food contexts and designing new strategic or service-oriented food concepts. The course will address the relationship between people, places and products, and as part hereof provide you with a design-based understanding of how to develop food design concepts.
Furthermore, as a new experimental educational perspective and improved learning goal, the design course is aligned with the two other courses: ‘Food Innovation and Entrepreneurship' and ‘Strategic Communication and Staging of Food, Sustainability and Health’. This means this course will put an extra effort in providing you with a design thinking perspective and practical, hands-on ideas for how you can work more integrated and creative with your projects across the perspectives of communication and innovation. The overall idea is that the three courses share the same basic "framework" – a series of real entrepreneurial cases and their future foodscapes as a point of departure. Thereby allowing you to work with the same overall themes and subjects in all three course assignments. 

Learning outcome

After completion of the course it is expected that the student has achieved the following qualifications:

Knowledge & understanding

  • Should be able to state, recite and list major design theories, design methods and creative design tools concerning the development of strategic and service-oriented food concepts in a professional presented in the course.
  • Should be able to identify, classify and summarize key theoreticians, thinkers and ideas related the overall disciplines of food service-design and food strategic-concept design presented in the course.
  • Should be able to describe, explain and exemplify historic as well as key food concepts (i.e. food campaigns, food brands, food company profiles, or food events etc.) drawing on strategic services and interdisciplinary concepts related food design.
  • Should be able to critically distinguish between design theoretical models and concepts related the disciplines of food service-design and food strategic-design, and as part hereof.


  • Should be able to use different creative design tools and design methodologies presented in the course to analyse and evaluate a given food concept.
  • Should as be able to relate, implement, apply or combine relevant theory on food to their own portfolio work.
  • Should be able to argue for the specific choice- or selection of methodology, creative tools and design process in a proficient way.
  • Should be able to structure and apply the basic communication techniques, analytical models and creative tools related food concept design presented in the course for presentation/portfolio work.
  • Should be able to plan, work out and perform food concepts in relation to their chosen problem and framework.



  • Should be able to independently demonstrate an overview - and a basic understanding of the different theoretical, methodological and practicalcreative elements presented within the course.
  • Should be able to discuss and evaluate the quality and/or relevance of existing theory, methods and creative tools presented in the course, and be able to put this into perspective relative to their own project portfolio work.
  • Should also be able to reflect on and judge existing food concepts on a strategic and service-oriented level, and use this knowledge to generalize upon and predict future needs and potentials related the food businesses.
  • Should be able to develop new food concepts for companies, organisations etc.

The course is based on a series of workshops with lectures, group assignments, field studies and pin-up sessions, as well as a range of mandatory literature, which we strongly encourage the students to read beforehand.

See Absalon for a list of course litterature.

Academic qualifications equivalent to a BSc degree is recommended.

Continuous feedback during the course of the semester
Feedback by final exam (In addition to the grade)
Type of assessment
Oral examination, 20 min
Portfolio, 20 min
The course will be assessed through a combination of an assessment of a portfolio produced during the course and submitted at the the end of the course; and an oral exam where the portfolio is presented and discussed. Each element counting 50% of the grade.
All aids allowed
Marking scale
7-point grading scale
Censorship form
No external censorship
Several internal examiners.
Criteria for exam assessment

See Learning Outcome.

  • Category
  • Hours
  • Lectures
  • 18
  • Preparation
  • 40
  • Field Work
  • 9
  • Project work
  • 42
  • Seminar
  • 18
  • Exam Preparation
  • 10,5
  • English
  • 137,5