000			01517nam a22002297a 4500
003			OSt
005			20230930122737.0
008			230930b |||||||| |||| 00| 0 eng d
100			_aReghunathan, A., _938681
245			_aEnjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation
300			_a112-126 p.
520			_aMarketers 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.
653			_aExperiential learning,
653			_abrand extensions,
653			_amarketing plan,
653			_a marketing education,
653			_a classroom exercise,
653			_amovie industry
700			_aSridhar G. _938682
773	0		_050183 _982601 _aSage Publication _dNew Delhi Sage Publication _o55513474 _tIIM KOZHIKODE SOCIETY AND MANAGEMENT REVIEW
942			_2ddc _cJA-ARTICLE
999			_c54812 _d54812