Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation
Material type:
TextDescription: 112-126 pSubject(s):
In:
Sage Publication IIM KOZHIKODE SOCIETY AND MANAGEMENT REVIEWSummary: 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.
| Item type | Current library | Call number | Vol info | Status | Notes | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|---|
Journal Article
|
Main Library | JOURNAL/MGT/Vol 12, No 1/55513474JA8 (Browse shelf(Opens below)) | Available | Vol 12, No 1 | 55513474JA8 | ||||
Journals and Periodicals
|
Main Library On Display | JOURNAL/MGT/Vol 12, No 1/55513474 (Browse shelf(Opens below)) | Vol 12, No 1 (01/01/2023) | Not for loan | IIM Kozhikode: Society Management Review - January 2023 | 55513474 |
Browsing Main Library shelves Close shelf browser (Hides shelf browser)
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.
There are no comments on this title.