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Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation.

Reghunathan, A. and Sridhar, G., 2022. Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation. IIM Kozhikode Society & Management Review. (In Press)

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DOI: 10.1177/22779752211051101

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.

Item Type:Article
ISSN:2277-9752
Uncontrolled Keywords:Experiential learning; brand extensions; marketing plan; marketing education; classroom exercise; movie industry
Group:Bournemouth University Business School
ID Code:36786
Deposited By: Symplectic RT2
Deposited On:22 Mar 2022 16:19
Last Modified:22 Mar 2022 16:19

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