“The Full Package:” Student-Centered, Peer Reviewed Packaging Design Activity

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 self-reflection, 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.