The role of packaging in marketing has become quite significant as it is one of the ways companies can get consumers to notice products. This lesson walks through many key points of packaging products within a branding context.

Between choosing wording for labels, selecting packaging materials, and monitoring product quality, product managers often face serious ethical dilemmas. In this LAP, students will examine several common ethical issues that product managers deal with on a daily basis – and gain an in-depth understanding of the importance of ethical behavior in product/service management. In the Gray Zone, students will consider the case of a product manager who is facing pressure to label a new product with “no sugar added,” despite the product’s naturally high sugar levels. LAP modules are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student narrative that includes information about ethics in product/service management, a (So What?) discussion of why it's important to learn, and a short (Gray Zone) case addressing ethical issues. The instructor section features a comprehensive discussion guide, complete learning guide (short answer) and post-tests (multiple-choice) with descriptive keys, student activities, and more.