MKF2401 - Marketing issues in packaging design - 2017

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.


Business and Economics

Organisational Unit

Department of Marketing


Ms Narelle Pittard

Unit guides



  • Second semester 2017 (Day)


Is there anyone who doesn't interact with packaging? What is the right kind of package? Packaging is part of doing business. It's part of marketing strategy. With more than thirty-five thousand different products lining the shelves and aisles of our stores, it's important for marketers to understand the role of packaging as it supports products in the marketplace. This unit introduces students to the importance of packaging and the social, economic, environmental and sustainable components that are driving packaging decisions. Through a focused studio component, students design and create their own packages.


The learning goals associated with this unit are to:

  1. discuss the importance of packaging as an element of product design
  2. analyse the economic, environmental, legal and social factors associated with packaging and the broader packaging context
  3. examine the relationship between packaging and branding
  4. develop, document and evaluate packaging strategies.


Within semester assessment: 60% + Examination: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)


MKF1120 or equivalent