PACKAGING: MANUFACTURING AND RETAILING
Learning outcomes of the course unit
- will learn and (i) understand the crucial role of packaging in the marketing and retail industries, (ii) analyze how a district specialized in packaging functions, and (iii) understand the ongoing evolution of packaging experiencing new disciplines such as semiotics;
- should acquire a global perspective on how the process of product packaging is carried-out, developing advanced skills of applying knowledge, critical analysis, and problem solving;
- should learn (through theory and practice) notions and skills to individually evaluate the role of packaging in products presentation;
- should acquire a cultural background useful to develop communication skills concerning product analysis in relation to packaging;
- will be stimulated in developing their learning skills by experiencing extremely varied methods of teaching, with reference to contents and forms.
Course contents summary
The Laboratory, which is made of 4 different but integrated sub-sets of laboratories, takes into analysis the role of packaging in the retail industry. It is structured in the following parts:
(i) origins of industrial packaging and organization of Bologna’s packaging industry district;
(ii) evolution of packaging’s functions: new frontiers, future developments, and new trends (no packaging, eco- packaging, etc.);
(iii) introduction to packaging applied semiotics: theory and practice for defining packaging in relation to brand value;
(iv) product innovation, communication and relations between production and distribution.
The readings will be selected according to the group work chosen
During the Laboratory issues related to the packaging industry will be discussed through a broad set of perspectives. Jointly with the course holder, the laboratory (2nd, 3rd, and 4th part, in particular) will be held by other specialists. Part of the Laboratory will be held in the interactive set of the Museo del Patrimonio industriale of Bologna. Standard lectures will be integrated by the discussion of specific case-studies.
Assessment methods and criteria
During the Laboratory each student will be assigned a topic to develop through group-work. The outcomes of this work will be put forward in a group-paper in which each individual contribution should be clearly visible. At the end of the Laboratory an overall mark will be assigned. A maximum of 10 marks will be assigned in relation to the group-paper, a maximum of 10 marks will be assigned in relation to the individual contribution to the group-paper, a maximum of 10 marks will be assigned in relation to the degree of participation showed during the Laboratory activities. By analyzing the contents of the group-paper, the individual contribution to the group-paper, and the degree of participation showed during the Laboratory activities it will be possible to verify: (a) knowledge and understanding (b) the ability in applying knowledge and understanding, (c) the learning skills and the ability in making judgments, (d) the communication skills and the ability in using the proper technical language.