GLOBAL EVALUATION OF COURSE OBJECTIVES THROUGH THE IMPLEMENTATION OF A COMPREHENSIVE PACKAGING DESIGN PROJECT. ANALYSIS OF STUDENT PERFORMANCE IMPROVEMENT OVER PREVIOUS YEARS

The project is developed in the optional subject ‘Packaging and product image’ of the Degree in Advertising and Public Relations, given at the Universitat Jaume I of Castellón. Although the results are good in the early exercises, which evaluates a single objective, it is detected a lack of involvement of students in the final months of the course, where many papers are delivered out of time and where qualificions are not so good as they were at the beginning of the course. The overall accumulation of work in all subjects after the Easter holidays and the beginning of the period of study for theoretical exams in May and June, are factors that make the student disperse among many works, non getting fully involved in any of them and losing the overview of the subject. With a single comprehensive design project, which treats the design of packaging and the aspects of its advertising diffusion, proposed in the final months of the course, it is possible to intervene at a time on these two issues: first, the students get fully involved in only one work, focussing their efforts; and second, students can practice at the same time all the different skills of the subject, which allows the teacher to have a global perception of the accumulative learning of students at the end of the course.
This project aims the student to better understand the process involved in creating a packaging and designing the advertising campaign. It proposes a change of approach, from specific exercises to assess skills independently to the final realization of a complete project working in teams, where the teacher will evaluate various skills simultaneously and the student will take a critical and objective reasoning to justify their validity.