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JOURNAL OF HIGHER EDUCATION THEORY AND PRACTICE
“The Full Package:” Student-Centered, Peer Reviewed Packaging Design Activity
Author(s): Sarah Mittal
Citation: Sarah Mittal, (2020) "“The Full Package:” Student-Centered, Peer Reviewed Packaging Design Activity," Journal of Higher Education Theory and Practice, Vol. 20, ss. 10, pp. 91-99
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Creativity and packaging are key elements in marketing, yet they are often overlooked in our courses for the sake of covering more objective content, processes, and the main “P”s of marketing. The current teaching innovation challenges students to exercise creative problem solving to not only come up with a product and design its packaging but also it requires peer evaluation, constructive feedback, and selfreflection, to enhance learning outcomes, critical evaluation, and creative skills. More objectively, the activity requires students to take a broader view of packaging and its role in brand identity and purchase intention in-stores.
