Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation
Authors: Reghunathan, A. and Sridhar, G.
Journal: IIM Kozhikode Society and Management Review
Volume: 12
Issue: 1
Pages: 112-126
eISSN: 2321-029X
ISSN: 2277-9752
DOI: 10.1177/22779752211051101
Abstract:Marketers frequently use brand extensions to introduce new products and services. However, educators have limited resources to simulate the challenges of this strategy in classrooms. Using the scenario of a book being turned into a movie, we describe an experiential learning activity that guides students through the many stages of developing a brand extension. In this project, they also have the opportunity to put themselves in the shoes of a marketing manager in the preparation of a thorough plan for expanding an established brand to a new target market. The outcomes of its implementation in a marketing course, as well as the implications for marketing educators, are reviewed.
https://eprints.bournemouth.ac.uk/36786/
Source: Scopus
Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation
Authors: Reghunathan, A. and Sridhar, G.
Journal: IIM KOZHIKODE SOCIETY & MANAGEMENT REVIEW
Volume: 12
Issue: 1
Pages: 112-126
eISSN: 2321-029X
ISSN: 2277-9752
DOI: 10.1177/22779752211051101
https://eprints.bournemouth.ac.uk/36786/
Source: Web of Science (Lite)
Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation
Authors: Reghunathan, A. and Sridhar, G.
Journal: IIM Kozhikode Society & Management Review
Pages: 1-15
Publisher: SAGE Publications
eISSN: 2321-029X
ISSN: 2277-9752
DOI: 10.1177/22779752211051101
https://eprints.bournemouth.ac.uk/36786/
Source: Manual
Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation
Authors: Reghunathan, A. and Sridhar, G.
Journal: IIM Kozhikode Society & Management Review
Volume: 12
Issue: 1
Pages: 112-126
ISSN: 2277-9752
Abstract:Marketers frequently use brand extensions to introduce new products and services. However, educators have limited resources to simulate the challenges of this strategy in classrooms. Using the scenario of a book being turned into a movie, we describe an experiential learning activity that guides students through the many stages of developing a brand extension. In this project, they also have the opportunity to put themselves in the shoes of a marketing manager in the preparation of a thorough plan for expanding an established brand to a new target market. The outcomes of its implementation in a marketing course, as well as the implications for marketing educators, are reviewed.
https://eprints.bournemouth.ac.uk/36786/
Source: BURO EPrints