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

eISSN: 2321-029X

ISSN: 2277-9752

DOI: 10.1177/22779752211051101

http://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

http://eprints.bournemouth.ac.uk/36786/

Source: Manual

Preferred by: Aravind Reghunathan

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

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.

http://eprints.bournemouth.ac.uk/36786/

Source: BURO EPrints