Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation
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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
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Main Library | JOURNAL/MGT/Vol 12, No 1/55513474JA8 (Browse shelf(Opens below)) | Available | Vol 12, No 1 | 55513474JA8 | ||||
Journals and Periodicals
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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 |
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.
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