Product Design and Marketing

This mini course explores the role of product design in marketing, specifically, the target customers’ emotional response to the design of products and packaging. Students will be introduced to tools — including “neuromarketing” and semiotics — for evaluating product designs and corresponding emotions. The course will review the role of product/packaging equities such as intellectual property in building and sustaining the advantages of product design and students will learn about the role of product/packaging design in building brand equity.

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Northwestern University Kellogg School of Management Academy of Inventors United States Department of Commerce  World Intellectual Property Organization