TY  - BOOK
AU  - Reghunathan, A., 
AU  - Sridhar G.
TI  - Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation
KW  - Experiential learning,
KW  - brand extensions,
KW  - marketing plan
KW  -  marketing education
KW  -  classroom exercise,
KW  - movie industry
N2  - 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

ER  -