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ERIC Number: EJ1131286
Record Type: Journal
Publication Date: 2016
Pages: 6
Abstractor: As Provided
Reference Count: 16
ISBN: N/A
ISSN: ISSN-1052-8008
Wrap-Attack Pack: Product Packaging Exercise
Lee, Seung Hwan; Hoffman, K. Douglas
Marketing Education Review, v26 n1 p14-19 2016
Although many marketing courses discuss traditional concepts pertaining to product strategy, concepts specifically relating to packaging are often glossed over. This exercise, "Wrap-Attack Pack," teaches students about the utilitarian and hedonic design elements of packaging. More specifically, the primary objective is to creatively design a take-out box focusing on graphical and structural components, and provide theoretical justifications for design choices. Students reported that the exercise increased their creative input, helped them to acquire marketing skills, enhanced their learning experience, and increased course satisfaction. Alternative methods for conducting the exercise in online and/or resource-constrained instructional environments are also presented.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A