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Enjoy Your Favourite Book as a Movie: Using a Classroom Exercise to Enhance Student Learning of Brand Extensions and Preparation of Marketing PlansAbstract: Brand extension is a popular practice among marketers for introducing new offerings. Yet limited resources are available for marketing educators to simulate the challenges of this strategy. In this article, we describe a classroom exercise that takes students through the different stages of planning a brand extension, based on a scenario of a book being made into a movie. The project also provides them with an opportunity to be in the shoes of a marketing manager in the preparation of a detailed plan, for extending an existing brand to a different target market. Results from its implementation in a marketing course are discussed and implications for marketing educators are highlighted

Author

Listed:
  • Aravind Reghunathan

    (Bournemouth University)

  • Sridhar Guda

    (Indian Institute of Management Kozhikode)

Abstract

No abstract is available for this item.

Suggested Citation

  • Aravind Reghunathan & Sridhar Guda, 2021. "Enjoy Your Favourite Book as a Movie: Using a Classroom Exercise to Enhance Student Learning of Brand Extensions and Preparation of Marketing PlansAbstract: Brand extension is a popular practice among," Working papers 427, Indian Institute of Management Kozhikode.
    • Handle: RePEc:iik:wpaper:427
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