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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

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  • Aravind Reghunathan
  • Sridhar G

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.

Suggested Citation

  • Aravind Reghunathan & Sridhar G, 2023. "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, , vol. 12(1), pages 112-126, January.
    • Handle: RePEc:sae:iimkoz:v:12:y:2023:i:1:p:112-126
    DOI: 10.1177/22779752211051101
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    References listed on IDEAS

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