MKF2401 - Marketing issues in packaging design

Leader: Ms Narelle Pittard

Offered

Caulfield First semester 2008 (Day)

Synopsis

This unit is run jointly between the Department of Design and the Department of Marketing. The unit reviews the history of packaging, and the dual use of package in today's environment, specifically focusing on both the legal and social requirement of packages, alongside the branding implications. This unit features a studio component in which students are encouraged to design and create their own packages.

Objectives

The learning objectives of this unit are to:

• identify the importance of packaging as an element of product design;
• describe the legislative requirements and production requirements associated with packaging;
• appreciate some of the problems and opportunities facing marketers and designers, as part of the product design process;
• implement packaging strategies;
• appreciate the relationship between packaging and branding.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKF1120 (or equivalent)