Wrap-Attack Pack: Product Packaging Exercise

Abstract

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.

Additional information

Notes on contributors

Seung Hwan (Mark) Lee

Seung Hwan (Mark) Lee (Ph.D., Western University), Associate Professor of Retail Management, Ted Rogers School of Retail Management, Ryerson University, Toronto, Ontario, [email protected].

K. Douglas Hoffman

K. Douglas Hoffman (D.B.A., University of Kentucky), University Distinguished Teaching Scholar, Professor of Marketing, College of Business, Colorado State University, Fort Collins, CO, [email protected].