Module 4. Communication strategies, conscious consumption and perspectives

Short description

This module focuses on strategic communication and storytelling as key tools to enhance the value of seafood products, with a specific emphasis on bivalve mollusc aquaculture. Participants will explore how to build a strong and coherent brand identity that authentically connects environmental sustainability, human values, and production practices across multiple communication channels.

The module provides essential knowledge on the nutritional value of bivalve molluscs and supports participants in translating complex scientific information into clear and engaging messages tailored to different consumer groups. Attention is given to communicating the low environmental impact and the reduced carbon footprint of bivalve farming. By combining communication strategy, consumer behaviour insights, and digital tools, the module enables participants to design effective promotional actions, strengthen consumer trust, and identify new opportunities for innovation and business diversification within the bivalve farming sector.

Objectives of the module

• Understand and apply strategic communication and storytelling principles in the bivalve aquaculture sectors to build a coherent brand identity that authentically connects ecological and human values across multiple communication channels.
• Understands the nutritional value of bivalve molluscs and effectively translates scientific information into clear messages tailored to different consumer groups.
• Effectively communicate the low environmental impact and carbon footprint of bivalve production by translating scientific information into engaging messages and delivering them through appropriate platforms for different audiences.

Learning outcomes

Participants will be able to develop and implement effective communication strategies to promote their products and the overall value of bivalve farming. They will understand consumer behaviour, use digital tools for promotion, identify messages that increase consumer understanding of the quality of farmed bivalves, and identify opportunities for business diversification/innovation.